Rising Stars: Meet Joanna Pequeno of East Los Angeles

Today we’d like to introduce you to Joanna Pequeno.

Hi Joanna, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
My coffee journey began at the age of 8, smelling coffee on my brothers’ clothes as he walked in from work. Then in 2012 my life in the field began and i haven’t looked back since. I was a slave to the siren at the LA Live location, so high volume and high performance ruled the store. Fast forward 6 years and i stepped foot into the second wave of coffee that focused on the specialty aspect. After a few years jumping around within the scene i came to learn a lot. During the middle of the pandemic i decided to take the leap and start my own coffee cart and was located in East Los Angeles named Puro Pinche Cafe. For one year I was able to be the barista i wanted to see more of in the world before returning to the drawing board. I now currently train and coach incoming and present-day baristas at Aquarela coffee who specialize in Brazilian specialty beans. As for Puro Pinche Cafe, my show room exists for special events and hand selected gatherings to focus on cultivating the LA essence people come into town for. The coffee industry has treated me well, it has taught me so much about myself and others, as well leading me to meet unexpected forever friends. Puro Pinche Cafe is an attitude more than it is a coffee shop. Focused on truly seeing and connecting with others, and a super straightforward approach to coffee with no glitter and gimmicks. Here for the people and for the love of the only fruit known to man with flavor profiles that can be influenced to taste like something else entirely, coffee!

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?
It has definitely not been a smooth road! The only constant is peoples need for human connection, great coffee, and change! Lots of technical issues and learning that came with designing and operating an efficient coffee pop up without having done it before. I am thankful for all the struggles because now my rolodex of knowledge and plentiful, I feel more equipped to guide others on their journeys of developing their coffee professionalism,

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
On paper i would say i am a professional community builder. I love getting to know people and their skill sets and supporting their development because the industry can be a little hectic. And kindness is the number one resource needed to get you through it. I specialize in noticing the things that people need that they may not notice themselves. And delivering them in such a seamless way that leaves the person feeling good about themselves. To be seen and noticed is to be loved, and that will keep me busy and employed for a very long time. To be of service for the simple fact that people need care now more than ever.

What makes you happy?
My dog, stretching, a good book, a slow morning, coffee with loved ones, camping, a home cooked meal. Why? Because love and happiness are found in the little things every single day. My nephews make me happy, their existence is proof that emotionally aware and good intentioned men exist.

Pricing:

• Home personal training-$50
• Small Event (20-30ppl)-$450
• Large event (60-300ppl) $1500-$2500
• Growler delivery $30-50$

Contact Info:

• Instagram: puropinchecafe

Image Credits
Kimmy Mendoza