In addition to the farmer, the more scientific side of the coffee industry is also presented by an actor who goes by the name of Professor Yarumo and hosts educational coffee broadcasts on TV and radio.
Juan Valdez Cafes are incredibly popular
From airports to malls to busy street corners, nearly everywhere you turn in Bogota there's a Juan Valdez-branded coffee shop. Some locations just offer the basics, while other shops have a variety of fancy preparations like pour-overs or syphons, as well as barista-guided tasting sessions. The cafe chain has also expanded to 13 countries, including shops in Miami and New York City, and isn't stopping anytime soon.