Juan Valdez and Conchita at opening of Juan Valdez Cafe.
Carlos Sanchez, who is dressed as Juan Valdez, the icon of Colombian coffee, and his burro Conchita pose for photos at the opening of the Juan Valdez Cafe in New York, September 28, 2004. The New York Juan Valdez Cafe, the second in the U.S. which will serve as the company's flagship, is owned by the National Federation of Coffee Growers of Colombia. All retail profits will go back to the Colombian coffee farmers to improve their lives in the coffee growing regions. REUTERS/Henny Ray Abrams HRA/GN