Juan’s story begins as a first-generation Mexican-American born and raised in Los Angeles, where his cultural roots run deep. His mother from Navojoa, Sonora, and his father from Guadalajara, Jalisco. Juan’s father, a trained musician who also worked as an accountant and had his own newspaper column in Ciudad Obregón, Sonora, cultivated a rich cultural environment for Juan and his siblings. 

Juan often reflects on his father’s advice to “work with your head, not your hands,” which guided him toward a career that combined creativity with strategy. His summers spent in Guadalajara, coupled with the delicious Sonoran food his mother prepared, allowed him to immerse himself in his family’s heritage. 

As the youngest of three, with a male twin and an older sister, Juan learned early on the importance of family and developed a passion for food and design. Cooking played a significant role in his life, with Juan nearly choosing to become a chef before fully committing to a career in design. He then went on and attended L.A. Trade-Tech's 2 year rigorous design program and then followed with the completion of a bachelors of science in multimedia design technology.

In 2016, a pivotal moment in Juan’s entrepreneurial journey occurred during a visit to Sonora. While savoring a toasted coyota filled with warm, melted piloncillo, he was inspired to reimagine it as a “Mexican Pop-Tart.”

The inspiration for his recipe comes from a city most southern in the state of Sonora and mother's hometown called Navojoa. Constant changes have ensured that the recipe uses whole and real ingredients, without unnecessary additives maintaining its freshness and extending the natural shelf life. He also shares his passion for Sonoran food through his food blog (tastesonora.com, recently merged with this site), where he features traditional recipes.

Driven by a profound love for his culture and a desire to share it, Juan began exploring ways to bring this delightful treat to a broader audience. This venture goes beyond being just a product; it is about connecting people to the flavors that define the sweet tooth of every Latin-American. Launching his own product has been a long-held dream for Juan. As his parents migrated to the states, many accolades and accomplishments achieved in Mexico did not convert easily in US. His father sacrificed all of the above to give Juan and his siblings the opportunity this country has to offer.

Juan is determined to continue what his father instilled in him.