Beloved coffee pimp Juan Valdez has been rebranded as a younger, slimmer, and more environmentally conscious symbol. According to Treehugger, the Federation of Coffee Growers of Colombia say “the new Juan Valdez was designed to embody values of enviromentally-friendly cultivation and organic blends.” Typecasting can be green, y’all! Juan Valdez’s web site explains the makeover 411:

For years [Juan Valdez] has warmed our days and stirred our senses with the richest coffee in the world. And in the process become famous himself—as much for his iconic mustache and straw hat, as for his good humor, sense of adventure, and his appearances on television, in movies and in print. But Juan is perhaps most beloved for just being Juan. Stubbornly unchanged.

As stubbornly unchanged as a hat-wearing, strapping, mule-riding cliché can be.

Juan Valdez Goes Organic [Treehugger]