What started as a longing for home became a family-run roastery built on connection, purpose, and a direct link between farmers and communities—one cup at a time. 

A Taste That Crosses Borders

Christian Felipe Guzmán Herrera grew up in Calarcá, in the heart of Colombia’s coffee region. There, coffee is more than a product—it is part of everyday life, a ritual of connection and care. When Christian and his family migrated to the United States in search of new opportunities, they brought that tradition with them. 

But building something in a new country is never simple. It takes time, persistence, and deep belief. 

“One day, we decided to migrate in search of better opportunities. After many experiences, we realized that the best job is the one that brings joy to your soul. That is how Pueblo Querido was born.” 

The name itself—Pueblo Querido, or “Beloved Hometown”—speaks to a love for origin and the bittersweet distance that shapes the lives of many immigrants. As Christian explains: “No matter where in the world you go, you always say, ‘How I miss my lovely hometown.’” 

Building a Business with Heart

From its earliest days, Pueblo Querido has been about more than coffee. Christian and his family built their business around direct trade—sourcing beans straight from small farms, importing them to Brooklyn, and handling every step from roasting to retail. 

Their model is intentional: they offer fair, traceable pricing to farmers, and in return, receive unique, high-quality beans that reflect the depth and diversity of Colombia’s coffee heritage. 

Today, Pueblo Querido operates across four markets: 

• Wholesale green coffee for roasters 
• Specialty roasted coffee for retail 
• Barista training and education 
• Their own coffee shop in Brooklyn 

Each cup is a celebration of origin, quality, and dignity—crafted with care, roasted fresh, and shared with purpose. 

The Power of Support at the Right Moment

As the business expanded, so did its challenges. Christian wanted to increase inventory, cover payroll, renovate the space, and manage day-to-day costs—but growth requires capital. 

Through a referral from TD Bank, Christian connected with Ascendus and received a $52,000 loan. The funds provided working capital when it mattered most—supporting staffing, equipment, and the expansion of operations. 

The impact was immediate.  

This loan, received during the COVID-19 pandemic, was fundamental to ensuring the business could continue operating during a period of unprecedented uncertainty. 

“We want our family business to grow, prosper, and exist with purpose. We are working hard with integrity to make our farmers and customers happy every day.” 

With the right tools in place, Christian has continued building Pueblo Querido as both a business and a message: that entrepreneurship can be rooted in culture, community, and care. 

The Impact of His Journey

Business Impact: Pueblo Querido now supplies a growing network of coffee professionals and retail customers across the U.S. With increased capacity and renewed energy, the business is scaling with quality and authenticity at its core. 

Household Impact: Christian‘s success has created stability for his family and pride in building something meaningful together. Pueblo Querido is a family effort—every bag roasted and every cup poured is a shared accomplishment. 

Community Impact: From small farmers to local coffee lovers, Pueblo Querido bridges worlds. Christian leads by example—uplifting other entrepreneurs and inspiring dreamers who come to the U.S. seeking a better future.