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As the first light of dawn pierces the quiet of Webberville Park in East Austin, Desnudo’s trailer comes to life. By 7:30 a.m., a line of customers eagerly awaiting their morning brew provides living proof of the place’s growing popularity. The exterior walls of the coffee truck feature a simple blue illustration depicting hills, mountains and crops unique to the coffee agriculture scene from the brothers’ home country.
For Sergio and Juan Trujillo, this humble corner of East Austin is nothing short of a slice of paradise. The brothers, who launched Desnudo Coffee in 2021, discovered their perfect spot in 2022. “It was love at first sight with this place,” Sergio said.
The Trujillo brothers are as captivated by Austin’s vibrant community, as the community is with them. The rich ambiance and welcoming environment are what drew them to the city. They rise each morning at 5:30 a.m., making their way to the trailer by 6 a.m.
Their journey to this point was not straightforward. From selling at farmers’ markets with little success to building their coffee truck from scratch, they invested countless hours into making this coffee experience memorable for Austinites.
A leap of faith and a truck built from scratch
Before launching their signature coffee truck in East Austin, the Trujillo brothers had different career paths in mind. Sergio was contemplating law school, while Juan was immersed in his career as an investment banker in Colombia, often working up to 15 hours a day.
Before Sergio could embark on his journey to become a lawyer, Juan, with his practical perspective, realized an office job wasn’t the best fit for his brother.
“You should venture out and try something new,” Juan advised him. “Spend two years on it, and after that, you’ll see if it works or not.”
And so, they embarked on this new journey together. The brothers, originally from Bogota, had always dreamed of starting a business. “It was the idea of leaving it all behind and beginning something new,” Sergio said.
The initial phase was challenging. They began by selling at farmers’ markets at Boggy Creek Farm without much success. “If we could sell one bag of coffee a day, that was a good day,” Sergio said.
At the markets, they had to convince their customers one by one. They communicated that their brand worked to closely connect the consumers to the farmers in Colombia. They also strived to highlight the crucial role of the Cafeicultores (coffee growers).
The brothers’ fortunes began to change when they met Reyna Vazquez, co-owner of Veracruz All Natural, who was seeking someone to set up a coffee spot at the food truck park on Webberville Road. Although the brothers had never considered operating a coffee truck — the challenges, like sourcing and disposing of water seemed daunting — they decided to seize the opportunity.
In 2022, they began building their coffee truck from scratch. With the help of their cousin Juan Manuel Florez (or as the brothers like to call him: Manolo), they constructed the trailer over the winter. Small, but just big enough, it was ready in just two months and designed to snugly fit 4 people.
Straight from the soil of Huila, Colombia.
Surrounded by the rich cocoa and coffee landscapes of Huila, Colombia, the Trujillo brothers spent part of their childhood in the region known for its coffee production and agriculture.
Before Desnudo Coffee Shop came to life, the brothers knew they wanted to create something rooted in their heritage and history. Yet, they faced a significant challenge: they knew little about the coffee industry.
They had to start from scratch. How does coffee grow? What is the fermentation process? What are the different types of roasts and coffee? How does soil impact the final product?
They were determined to master the details. They visited coffee farms multiple times and delved into every aspect of coffee production, from soil composition to the exportation process.
Along their journey, they connected with coffee farmers and learned the intricacies of their craft. Understanding the importance of the farmers’ expertise became essential for their business.
Today, Desnudo partners with 15 small, dedicated coffee farms in Huila. These farms range in size from one to six acres. Sergio emphasizes that their relationship with these farms extends beyond mere business transactions. “It’s like we’re family,” he says.
Sergio recalled a visit in May when the Desnudo team traveled to the farms they source from in Colombia. The brothers wanted Desnudo’s magician baristas to understand the coffee cultivation process in depth. The team was pleasantly surprised by the warm and welcoming reception they received.
“The connection we have with them is really beautiful. The families we stayed with, they brought us in and gave us breakfast, lunch and dinner,” Sergio recalled.
Along the way, the brothers have understood that Desnudo’s prosperity and growth is closely intertwined with that of the farmers.
“As Desnudo has grown, so have the farms,” Sergio said.
By working directly with small, family-run farms, the Desnudo team has had a great impact on their lives. They have introduced new techniques and encouraged the production of specialty coffees in an effort to build a more sustainable approach.
Community here, and community there
Desnudo not only values their connections with the families that grow coffee on farms in Colombia, but they have also worked to create a strong sense of community within their small corner in East Austin.
Remembering their time at the farmers market, Sergio said that connecting with customers one on one in the process of convincing them to try their coffee was what they loved most. The brothers’ personal interactions, where they engaged with each customer, allowed them to build relationships with the community.
As their business has grown, they now serve many more people, leaving less time for individual connections during the busy morning hours. The hustle and bustle of the morning shift limits the opportunity for personal interaction with each customer, but their commitment to fostering community continues.
On Tuesday mornings, just before dusk, Desnudo hosts a yoga class starting at 6:20 a.m. Liliana Barnett leads a group of 20 to 30 people through a 30-minute session at 2505 Webberville Rd.
On Thursdays, they host a running club that begins in the early morning darkness at the same location. The club, which has grown to welcome around 100 Austin runners, starts with a warm-up at 6:20 a.m. in the east Austin food truck park. Runners of all levels are invited to walk, jog, or run a 3-mile route. The club has seen significant growth since its inception in January 2024.
The decision to host these events came from the brothers’ curiosity. They wanted to connect with their community beyond just serving coffee. “We wanted to replicate the space in farmers markets where we talked to our clients, asked them questions and got to know them more,” Sergio said.
