Despite the Juan Valdez quality image, brewed coffee in Colombia tastes more like something from his mule ConchitaToday a writer for the Boston-based GlobalPost published a somewhat contrarian article on Colombian coffee: Colombian coffee | Juan Valdez. Instead of the Juan-Valdez-inspired marketing image of “the richest coffee in the world,” the author suggests that brewed coffee in Colombia has a lot more in common with dirty water.

This is also true in a number of Central and South American countries that, culturally, rarely drink the stuff themselves — selling their best stuff for export. However, exceptions such as the Juan Valdez-branded cafés are seeking to change that at least with younger Colombians.