Johann Buenaño and the Soul of Ecuadorian Coffee

It didn’t start with passion, it started with doubt. At 18, Johann Buenaño signed up for a barista course at Counter Culture Coffee, not because he loved coffee, but because he didn’t. It was bitter, confusing, and frankly unappealing. The irony? His mother’s side of the family had always been involved in coffee production, yet he’d kept his distance from the very thing that ran in his blood. 

JOHANN BUENAÑO - Photo by Johann B doc.

But then came the cupping table. Sweet, fruity, floral notes dancing across his palate, completely rewriting what he thought coffee could be. Curiosity turned into obsession. Brewing tools piled up. Cupping sessions became a new form of study. And just like that, coffee was no longer a beverage, it was a world waiting to be explored.

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In this conversation with Hudes Magazine, Johann—Ecuador Brewers Cup Champion shares how that moment of doubt turned into a calling, and why he's now one of the most passionate voices shaping Ecuador’s specialty coffee scene.

Can you tell us about your journey into the world of coffee? What first inspired you to dive into brewing and cupping?

My coffee journey started when I was 18. I took a barista course at Counter Culture Coffee not because I was into coffee but more out of curiosity. Funny part, my mom’s side of the family has always been involved in coffee production, but I never wanted anything to do with it. because I didn’t even like coffee back then. I thought it was just a bitter drink that some people enjoy.

But everything changed during that course. I started doing some cupping sessions and learning more about brewing, and that’s when I was shocked , coffee wasn’t just one bitter. It could be sweet, fruity, floral, depending on the origin, process, and variety. The complexity blew my mind. Before I knew it, I was buying brewing devices and assisting coffee cuppings everywhere. Every cup was a chance to learn something new and get better.

What does being an "Unofficial Ecuador Coffee Ambassador" mean to you? How do you contribute to Ecuador's coffee community?

Well that's a name I came up with myself because I believe in the quality, identity, and potential of Ecuadorian coffee both at home and internationally. I work closely with producers, train baristas, host workshops, and try to be a bridge between the people who grow the coffee and those who prepare and enjoy it.

How has your role as a Cupping & Brewers Coach shaped your understanding of coffee?

I've learned that technical knowledge is only part of the craft. Coaching has deepened my appreciation for clarity in communication, sensory calibration, and the power of community. Teaching others sharpens my own understanding of coffee every day.

You’ve won the Ecuador Brewers Cup multiple times (2019-2022). What has been the most challenging and rewarding part of competing?

Winning the Ecuador Brewers Cup was both a gift and a challenge. The most rewarding part has been the chance to showcase Ecuadorian coffee at a high level. I remember using natural Ecu-Robusta 01 in my first WBrC competition and a "Wild yeast fermented Sidra" in the second one. The toughest part is staying grounded and continually innovating there’s no room for comfort zones at this level.

How has the competition evolved over the years in Ecuador? Have you noticed a shift in the level of competition or brewing techniques?

Over the years, the competition scene in Ecuador has grown significantly. Now I'm part of the CB for barista competition in Ecuador and I've seen a clear shift in technique, deeper understanding of extraction, and a much more competitive field. Brewers are more intentional, and the community has matured in how we approach competition not just to win, but to grow.

What was your approach and brewing method in your most recent Brewers Cup victory?

My last Brewers Cup was all about simplicity and precision, I focused on clarity of flavors and connecting the story of the coffee . I used the Origami Dripper, set up as a flat bed brewer. that gave me better control over flow rate and a balance extraction,

The coffee itself was a blend of two washed Sidras, one from Hacienda Santa Gertrudis and the other from Finca La Soledad. Honestly, I think those are two of the best farms in Ecuador.

How do you prepare for competitions? Can you share details about your training process, coffee selection, and dialing in techniques?

I feel I don't have a training process but reading the rules is the most important part . For the coffee selection I like to say that I don't choose a coffee, usually the coffee chooses me and then I spend weeks testing variables: grind, water, flow. I take detailed notes, calibrate with fellow professionals, and simulate presentation settings to refine my routine.

Do you see differences in brewing styles or preferences between Ecuadorian Brewers Cup and other national competitions worldwide?

Compared to other countries we have a lot to improve we’re influenced by international trends and I believe we’re still finding our identity, but the potential is massive.

What are some of the biggest lessons you've learned from competing on such a high level?

One of the biggest lessons I’ve learned is that consistency doesn’t come from repetition, it comes from understanding. The more you know why something works, the better you can adapt under pressure.

How would you describe the current state of Ecuador's specialty coffee industry?

Ecuador’s specialty coffee scene is evolving. We’re producing world class coffees, but we’re still developing the systems and visibility needed to scale consistently. There’s energy and passion, but also gaps in infrastructure, education, and market access.

What unique characteristics make Ecuadorian coffee stand out in the global market?

We are known because of the Typica Mejorado and Sidra variety both with exceptional flavor profiles.

Both are Ethiopian landrace varieties developed by the Nestle company at their own experimental farm in la Perla region , The Typica mejorado has vibrant citric acidity, florals and aromatics. The Sidra is high in sweetness with crisp acidity and smooth body.

Have you noticed any recent trends in Ecuador’s coffee culture, both in consumer preferences and among professionals?

I have been seeing more consumers interested in co-fermentation , culturing techniques or processes that can bring flavor complexity. Among professionals, there’s a hunger for knowledge, certifications, and international exposure.

What challenges do Ecuadorian coffee producers and brewers face today?

We still face challenges like lack of support for producers, the farm does not set the price usually the buyer is who sets the price , also limited internal consumption, and underdeveloped connections between the field and the cup. 

How do you see the future of specialty coffee in Ecuador? What areas still need improvement?

The future looks promising if we continue investing in education, transparency, and local pride. We need more collaboration between producers, baristas, and roasters to create a more sustainable, self-sufficient industry.

Can you share any standout coffee producers or regions in Ecuador that you think deserve more recognition?

Some standout regions I always love to highlight are Loja, Pichincha, and Imbabura. Producers like Finca La Soledad, Hacienda Santa Gertrudis, Finca Maputo are doing incredible but regions like Pallatanga and Saraguro will stand out for sure in the close future

As a Brewers Coach, what key skills do you emphasize when training brewers and competitors?

I focus on intention, every movement during the presentation should have a reason behind it whether it’s body language, pouring technique, water temp, etc. I also emphasize sensory skills, because you can’t fix what you can’t taste.

What’s your personal brewing philosophy? How do you balance precision with creativity?

My brewing philosophy is about making complex things look simple . I believe brewing should be both scientific and emotional, honoring the work of the farmer while creating an experience for the consumer.

What are some common mistakes brewers make when dialing in a pour-over?

A common mistake I see is rushing on moving many variables at the same time, It's easier to move one by one and learn what the impact was. Many overlook water quality, grinder maintenance, or don’t give enough time to really understand the coffee. 

If you had to recommend one brewing tip to home brewers looking to elevate their coffee experience, what would it be?

Pay more attention to the water; it's 98% of your cup, good water makes a huge difference.

What’s next for you in the coffee world? Any upcoming competitions, projects, or goals?

Nowadays I’m coaching the current national brewer cups and cup taster champion,   for new projects I aim to elevate coffee education in Ecuador particularly focused on brewing and latte art. I also want to continue building platforms that give visibility to Ecuadorian coffee at a global level, whether through competitions, workshops, or collaborative events.

How do you see Ecuador’s coffee community evolving in the next five years?

I see Ecuador’s coffee community being more connected, with stronger regional hubs of excellence and a new generation of professionals leading the charge. We’ll see more innovation, more direct trade, and hopefully more local pride in our coffee culture.

If you could send one message to young Ecuadorian baristas and brewers looking to make an impact, what would it be?

Learn, ask questions, share what you know, and above all respect the coffee and the people who produce it . Coffee is more than a drink. It’s a style of living. And you are part of it.