This is one of the classic Colombian coffee commercials advertising real 100% Colombian Coffee. The mascot for Colombian coffee was the figure, "Juan Valdez" and was started by the tional Federation of Coffee Growers of Colombia. The aim of the advertisements was to get Americans to insist on buying only rich Colombian grown coffee and to look for the Colombian grown "Juan Valdez" icon when purchasing whichever brand they preferred. Many other union type organizations did the same thing really. Milk and other dairy foods such as cheese insist on the "Real" label and is part of the American Dairy Farmers Association.