60. The Untold Truth About “Direct Trade” Coffee with Juan Diaz of KWC

we sit down with Juan Diaz — Director of Nowhere Coffee based in Medellín, Colombia to unpack his incredible journey into the world of specialty coffee.Juan went from being a nursing student and line cook in Gainesville, Florida, to building a global coffee sourcing network that connects roasters, producers, and baristas across the U.S., Europe, and Asia.

We dive into...

☕ How a chance encounter at a coffee cupping changed his life

🌎 The evolution of Nowhere Coffee from a Gainesville cafe to a worldwide sourcing powerhouse

💡 Why his “no-bullshit” approach to coffee sourcing sets him apart

🤝 The real meaning of direct trade, transparency, and working with “quality people”

🏍️ His passion for motorcycles, travel, and how that ties into his coffee journey

🏆 Lessons from competing on the national barista stage in both the U.S. and Colombia

If you’re a coffee professional, aspiring entrepreneur, or just curious about what it takes to change the game in specialty coffee, this conversation is packed with insight, honesty, and inspiration.

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