Juan’s love for real coffee started in 2012 when he and his daughters went on a trip to Europe. There, he finally found the perfect Italian espresso. He couldn’t wait to get home and bought a Breville Barista Pro, making espresso a daily ritual. But something was missing. Traditional Mexican pastries were too big and dry, while European pastries were too small. In 2016, Juan visited Sonora and tasted a toasted coyota. It was flaky, caramelized, and perfectly filled. He realized this was the bite he had been looking for. But he thought the traditional coyota from Sonora needed a modern twist for American palette.

Juan was ready to launch his product, but COVID-19 put a stop to everything. When the time was right, he joined Smorgasburg Los Angeles in July 2022, using it as a test kitchen, he spent next two years refining his recipe with real customers. The result? Hillos, the Mexican toaster pastry. It’s flaky, toasty, and packed with bold, nostalgic flavors. It’s perfect for coffee lovers and snackers alike.

Juan was born in Los Angeles and raised Pico Rivera, CA and spent every summer vacation as a kid in Guadalajara. He loves food, almost becoming a chef before choosing a 15-year career in design and marketing. Inspired by his father’s words, “work with your head, not just your hands,” Juan is now bringing a fresh take on toaster/Mexican pastries, one bite at a time.