Juan, a first-generation Mexican-American from Los Angeles, draws deep inspiration from his rich cultural roots. With a mother from Sonora and a father from Jalisco, Juan grew up immersed in art, music, and food, shaped by his family’s vibrant heritage. Summers in Guadalajara and his mother’s traditional Sonoran cooking sparked his lifelong passion for design and cuisine.

In 2016, a visit to Sonora inspired Juan to reimagine the toasted coyota, a classic Sonoran pastry, as a “Mexican Pop-Tart.” This moment ignited his dream of sharing Sonoran flavors with a broader audience.

Juan is driven by a profound love for his culture and a desire to share it, turning his passion for food and his culture into a legacy that celebrates tradition and connects old and new generations.