Juan Hernandez
From Utuado, Puerto Rico's mountains
Building beverage programs
CS major. Barista at heart. Amateur ceramicist.
Director of Foodservice Sales by day.
Web developer and game dev enthusiast by night.
I grew up in Caguana, Utuado — surrounded by Taíno heritage, citrus hybrids, coffee, wild raspberries, and a fully functioning animal farm.
Puerto Rico shaped how I see the world. The mountains, the culture, the resilience of the people — it all comes with me wherever I go.
I studied Computer Science, but found my first real passion behind an espresso machine. That led me down a path I never expected — from barista to café owner to beverage industry executive.
Now based in Brooklyn, I'm an aspiring polymath — still chasing that intersection of craft, technology, and human connection.
Almost 20 years in specialty coffee & beverage
Vita Coco 🥥
Director of Foodservice Commercial Sales
Union Square, New York
Spearhead the commercial strategy and national expansion of Vita Coco's foodservice portfolio. Driving revenue growth, velocity, and brand visibility across QSR, Fast Casual, Specialty Coffee, and Hospitality.
My Own Café
Founder
The beginning
Blue Bottle
General Manager
Chelsea & High Line
Califia Farms
Field Marketing Manager East
Territory Dev Manager
Northeast expansion
Numilk
Head of Sales
National rollout
Tools I build, problems I solve
I code to make my work easier — and sometimes just for fun.
Grove CRM
A specialized CRM for Foodservice sales — managing national accounts, pipeline, and territory data. Built on a framework I developed at Columbia in 2019.
SipSignal
Beverage trend intelligence. Track emerging drinks, flavor profiles, and market signals from across the foodservice industry.
AI Agents & Automation
Building AI-powered tools for sales management, data gathering, and workflow automation. Exploring how emerging tech can give commercial teams an edge.
Beverage Program Calculator
Calculate drink costs, pricing, and profit margins. Built for operators who need quick answers.
Batch Prep Calculator
Scale drinks from single servings to batches with dilution, purchasing, and container sizing.
juanito.dev
This site. A personal portfolio built to share who I am.
Primordial Soup 🧬
An evolution simulation where chemistry meets life. Watch elements combine, molecules form, and creatures emerge.
Post Hanc
A mobile game in development since 2020. A passion project with a rich storyline that explores the echoes of choices across time.
More on the way
Always building something new.
I'm drawn to where fields intersect.
Physics
Quantum mechanics & consciousness
Psychology
Evolutionary psychology & behavior
Philosophy
Epistemology & metaphysics
Systems
Complexity & emergence
When I'm not working, you'll find me...
Ceramics
My way of slowing down. No screens, just clay.
Click to learn more →Game Dev
Building worlds where systems thinking meets play.
Click to learn more →Bouldering
Meditation disguised as puzzle-solving.
Click to learn more →Drink Creations
Where work and passion blur.
Click to learn more →Cooking
Elaborate meals are my love language.
Click to learn more →Let's connect
Expertise
Where my skills and experience intersect.
Beverage Strategy
Go-to-market, menu development, and brand positioning for F&B
Sales Operations Systems
Building tools and workflows that make teams more effective
Digital Product Prototyping
Turning ideas into functional web apps and internal tools
© 2025 Juan Hernandez · Built with coffee and curiosity