Although Juan spent periods of his childhood living in Colombia, his first visit to coffee origin as a coffee professional came in 2018. That experience bridged the gap between life behind the espresso bar and the realities of coffee production, inspiring the vision that would eventually become KWC Retreats and KWC Global. Since that first trip to Colombia's coffee farms, Juan has continued to build on his experience as a barista, manager, trainer, consultant, and entrepreneur.

Throughout his career, Juan has competed in the United States Barista Championship (2019, 2020, and 2023) and the Colombia Barista Championship (2021, 2023) while also participating in coffee competitions, educational events, and industry initiatives around the world. While he remains deeply involved in the global specialty coffee community, he now dedicates much of his time to guiding coffee professionals, enthusiasts, and businesses through the often-overlooked parts of coffee's journey at origin.

As KWC continued to grow, so did the network Juan had spent years building throughout Colombia and the specialty coffee industry. Together with his team, Know Where Coffee expanded beyond retreats to include sourcing, export, and roasting, creating a global coffee network dedicated to connecting producers, roasters, cafés, and coffee professionals. Today, KWC is a registered coffee exporter in Colombia, providing end-to-end coffee solutions and facilitating specialty coffee partnerships around the world.