Guillermo’s Story: Half Caff Guy

You know those people who always keep their chill and somehow keeps moving everything forward without breaking a sweat?

That’s Guillermo.
The calm around the storm… and the guy who makes Alejandro and me look like we’re stuck in fast-forward. 😄

He’s my husband, and the one behind Crickle Creek’s wholesale, fundraisers, and community partnerships.

Also known as our social butterfly and official peacekeeper—because let’s be honest, business meetings with the three of us (especially with two passionate siblings like Alejandro and me) can get pretty interesting. Guillermo brings the zen and helps us find the middle ground.

Coffee’s in His Roots

Guillermo also has a deep heritage in coffee. His dad had a farm in El Salvador, which Guillermo managed for 10 years starting in 2005 before moving to Canada. The farm sat at a lower altitude, so the coffee was sold as a commodity—not specialty grade—but it gave him a true respect for the craft: the knowledge, resilience, and long game farmers commit to in order to grow something with purpose and uplift the community around it.

A Cup Half-Full (and Half-Caff)

Guillermo loves coffee, but after a health condition, he had to cut back on caffeine. That’s probably why we now have so many amazing half-caff and decaf options… and why we’re so passionate about crafting them. We know he’s not alone, there are plenty of coffee lovers with caffeine restrictions who still crave a meaningful cup.

And honestly? It couldn’t suit him better.
His cup might be half-caff, but his mindset is always full.

Sales is his jam—he enjoys bringing new ideas to the table (like our chocolate-covered coffee beans!), finding growth opportunities, and building strong, lasting connections.

When he’s not chatting with partners or leading fundraisers, you’ll find him deep in conversations about technology, corporate culture and mindfulness—or riding his motorcycle into the mountains with an AeroPress packed, of course. Because great views deserve great coffee.

If you ever want to chat about coffee, partnerships, or fundraisers, Guillermo and the team are here for you. Thanks for being part of our coffee community!

Adriana