Founder Story

Juan Parada

Founder of Coyotas Sonora

Photo: Juan sampling and selling during his 2 year residency at Smorgasburg Los Angeles inside ROWDTLA, where he met and connected with an eclectic group of customers to his pastry.

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.

God, family, food and culture.

"Honor your father and your mother, that your days may be long in the land that the Lord your God is giving you” - Exodus 20:12

Hillos Coyotas Sonora Founder
Hillos Coyotas Sonora Founder
Hillos Coyotas Sonora Founder
Hillos Coyotas Sonora Founder
Hillos Coyotas Sonora Founder
Hillos Coyotas Sonora Founder
Hillos Coyotas Sonora Founder
Hillos Coyotas Sonora Founder
Hillos Coyotas Sonora Founder
Hillos Coyotas Sonora Founder
Hillos Coyotas Sonora Founder
Hillos Coyotas Sonora Founder
Hillos Coyotas Sonora

"Mexicanoamericano promueve sus deliciosas Coyotas Sonora"

"Su sueño es poder lograr poner las coyotas al nivel de la pop-tart"

La Opinión - Los Ángeles

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