Today we’d like to introduce you to Juan & Sergio Trujillo.
Hi Juan & Sergio, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Juan Trujillo:
I graduated with a degree in economics from Universidad de los Andes in Bogota. Pre-pandemic, I was working in investment banking. I created a very secure predictable career path for myself. But as the years went by and I evaluated my work/life balance I realized I had missed out on so much. I made a bold move and quit my job out of the blue, packed my bags and embarked on a solo trip around Asia. I felt like Anthony Bourdain on “The Layover” blown away by new sights, smells, food, people, culture and realized how I redefined my life with an unexpected journey! I decided to make a more meaningful path for myself and others and have found a profound passion for hospitality.
Sergio Trujillo:
Born in Bogota, Colombia, I was raised in the coffee growing regions and the city. I traveled abroad in China and London to study languages and engineering and a construction role brought me to the US before my brother joined me. After the pandemic, I knew I needed to make a positive impact and find a way to work towards a greater good. I haven’t looked back since! Like Juan, I am now a Q grader (the coffee version of a wine sommelier), and I also am head of our coffee supply and roasting. Naturally, I love machines and systems.
Together, we work tirelessly to grow Desnudo Coffee and impact farmers we have cultivated long-term relationships with. While we sell coffee, it’s not really about the coffee at the end of the day. It’s about a reason to relate to one another, to help each other and to do the right things, even when they are harder than taking short cuts. We believe we can all inspire a positive impact and through our memberships, our 4 Austin locations and our growing community, we do our best each day to make the world a better place.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Coffee farmers typically receive only 6-10% of global coffee sales, mainly due to the many intermediaries involved. We work directly with the farmers to ensure they receive a fair price for their hard work and to create relationships that will be sustained for years to come. We’re both literally and figuratively planting seeds for future harvests and generations. We promote education and innovation on the farm level and our cousin Manolo is constantly visiting and supporting each of our farming partners.
Because we don’t rely on any intermediaries and because all of our relationships are up close and personal, that also means we are extra sensitive to crop issues due to climate change or social-economic issues. We must always be ready to support in anyway we can, but we can’t always solve problems that have bigger roots.
Alright, so let’s switch gears a bit and talk business. What should we know?
We started Desnudo with a backpack’s worth of coffee beans and a folding table at local Boggy Creek Farm. We shared coffee and stories with everyone who could spare time to connect.
Ever since we opened our first location, in April of 2022, the goal has been the same- to provide a space where everybody feels welcome and also motivated to learn and be a part of Desnudo’s mission. Now, with four locations across Austin, we invite locals and visitors to join us as we change the world, truly one farm at a time. Through coffee farmed ethically with no intermediaries involved in the supply chain (we ship and roast the coffee ourselves), we connect our original home of Colombia with our new home here in Austin. This community has been welcoming and in turn, taught us so much about the value of hospitality, excellence and new friends!
By working only directly with small family-run farms, teaching new techniques and encouraging farmers to produce amazing specialty and sometimes rare coffee using sustainable practices and regenerative agriculture, we foster a mindset that helps build a better future for their kids, and ours as well. We hope we are creating excitement for our customers and opportunities for education on topics such as coffee farming, roasting, and enjoying great cups of coffee. “Desnudo” means naked in Spanish, which pays tribute to the fact that wonderful coffee is delicious as is, pure (naked) and simple!
Contact Info:
- Website: https://desnudocoffee.com
- Instagram: https://www.instagram.com/desnudocoffee/?hl=en
- LinkedIn: https://www.linkedin.com/company/desnudo-coffee/
- Youtube: https://www.youtube.com/@desnudocoffee/videos
- Other: https://substack.com/@desnudocoffee1
