Colombian Coffee Federation: Juan Valdez Back in the Spotlight for the Ultimate Coffee Break; New Ad Campaign Capitalizes on Colombian Coffee Grower's Major Motion Picture Debut.

Entertainment Editors/Business Editors

NEW YORK--(BUSINESS WIRE)--May 16, 2003

BEHIND THE SCENES FILMING "BRUCE ALMIGHTY"

Juan Valdez is bigger than ever. The mustachioed Colombian coffee grower and his faithful mule are reentering the spotlight - on both the big screen and the glossy pages, thanks to a specific request by the producers of the film for him to appear in a scene in Universal Pictures' Bruce Almighty alongside superstar, Jim Carrey.

During the filming, Carrey had an idea for a joke revolving around the Colombian coffee icon. Calls were made to track him down on his coffee farm in the remote Colombian mountains and he was brought to Hollywood. The scene was shot, but the joke is being kept under wraps until closer to the film's debut.

"While Juan Valdez has appeared on the small screen for 30 years in television commercials for 100% Colombian coffee, this is the first time he's appeared in a major motion picture," said Gabriel Silva, CEO of the National Federation of Coffee Growers of Colombia. "He represents more than 500,000 hard-working Colombian families who help make the best coffee in the world."

A simple idea from the "Almighty" Carrey percolated into a career boost for Juan Valdez, who will star with his faithful mule in a new, nationwide ad campaign for 100% Colombian Coffee that plays on the icon's renewed stardom. Ads depicting Juan Valdez and his faithful mule looking snazzy on the red carpet will appear in People, Us Weekly, Entertainment Weekly and Rolling Stone to remind moviegoers and trend-watchers about "the richest coffee in the world." An additional ad buy in Premiere magazine will run mid-May through the end of June while the film is still in theaters.

About Juan Valdez

Juan Valdez is the symbol representing the 560,000 coffee farmers of Colombia who produce 100% Colombian coffee. Coffee brands displaying the Juan Valdez logo are guaranteed by the National Federation of Coffee Growers of Colombia to have been made entirely from 100% Colombian Coffee. The Federation, a non-profit organization entirely owned and controlled by Colombia's coffee farmers, approves and guarantees the quality of every coffee crop that is exported worldwide.

Since 1927, the National Federation of Coffee Growers of Colombia has helped Colombian coffee growers develop agricultural expertise, improve their living conditions and promote Colombian coffee to the world. All profits from 100% Colombian Coffee sales benefit the coffee growers and their communities.