Founder Story
Juan Parada
Designer turned baker, 1st Generation Mexican-America, Jalisco/Sonora Heritage, 100% Latino owned and operated. Founder of Coyotas De Sonora.
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, in which 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.
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.
In 2016, a 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.”
He also shares his passion for Sonoran food through his food blog (tastesonora.com), recently merged with this site), where he features traditional recipes.
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.
Driven by a profound love for his culture and a desire to share it, he is determined to continue what his parents instilled in him.
God, family and food.
"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
"Mexicanoamericano promueve sus deliciosas Coyotas Sonora"
"Su sueño es poder lograr poner las coyotas al nivel de la pop-tart"
La Opinión - Los Ángeles