This is Carlos Castañeda, a 39-year old coffee-grower from Andes, Antioquia. He was chosen among hundreds of candidates to succeed Carlos Sánchez in the role of Juan Valdez.
I thought I wouldn’t like him since I was so used to the image of Sánchez, but Castañeda seems humble, friendly, and his physical features are very typical of the coffee-growing region. He looks like the kind of farmer who would gently invite you to a cup of coffee when finding you tired on the road around his property.
More information, here.