Welcome to The Sprudge Twenty Interviews presented by Pacific Barista Series. For a complete list of 2025 Sprudge Twenty honorees, please visit sprudge.com/twenty.
Natasha Cruz-Sánchez is a trailblazing entrepreneur whose passion for coffee and dedication to the trucking community have shaped Nacrusan into more than just a coffee brand—it’s a movement. As the founder of Nacrusan, Natasha has set out on a mission to bring specialty coffee to truckers, ensuring that those who keep America moving have access to high-quality, ethically sourced coffee crafted for their demanding lifestyle.
Recognizing the critical role truckers play in our economy and the challenges they face in finding premium coffee on the road, Natasha built Nacrusan as a brand tailored specifically to their needs. Every cup is designed to fuel long hauls, refresh weary minds, and transform the coffee experience for those living life on the road. Through carefully sourced beans and convenient, accessible solutions, Nacrusan is redefining how truckers enjoy specialty coffee—bringing quality and comfort to every stop.
Beyond the coffee itself, Natasha’s impact extends to community building and support for the trucking industry. She is committed to fostering meaningful connections among truckers, offering a space where they feel valued and recognized. Whether through partnerships, outreach programs, or initiatives that prioritize accessibility, Natasha ensures that Nacrusan isn’t just delivering coffee—it’s delivering respect, appreciation, and a commitment to the hard-working individuals who keep America running.
Natasha’s ability to merge business innovation with a heartfelt commitment to truckers makes her an outstanding candidate for the Sprudge Twenty. She exemplifies what it means to build a business with purpose, shaping Nacrusan into a company that elevates the coffee experience while honoring the people behind the wheel and coffee. Her leadership, vision, and dedication set her apart, making her more than deserving of this recognition.
Nominated by Jennis Vicente-Feliciano
How many years total have you worked in the coffee industry?
Five or so.
What was your first coffee job?
My very first coffee job was as a barista at Café Don Juan, in their Señorial store in San Juan, Puerto Rico. That year, 2017, we were unfortunately hit by Hurricane Maria, which was a challenging time for everyone. My career in coffee truly took off a couple of years later, in 2019, when I started working at La Colombe in Washington, D.C.
Did you experience a life-changing moment of coffee revelation early in your career?
Coming from a coffee-producing country, coffee is deeply rooted in our culture. From a very young age, we drink it, and it becomes a part of our lives; sharing cups with friends and family, creating memories that stay with us forever. Most people have a coffee memory on the farm with their grandparents, and everyone knows that coffee is a fruit, haha!
When I came to the U.S., I realized many people had no idea that coffee comes from a plant. Here, coffee is often used for socializing, yes, but mostly as a way to wake up or stay up late at night. In Puerto Rico, coffee means something more—it’s a moment, a pause, a time to savor, never rushed.
Is there a person or persons who served as your mentor early in your coffee career? How did they impact you?
Yes, there’s two people I’d like to mention.
The first is Eduardo Choza, the 2024 U.S. Roasting Champion. Eduardo has had a truly profound impact on me. We first met at a coffee event called Bloom in Washington, D.C., and not long after, we started working together. From the very beginning, being alongside him never felt like just work—his genuine care for both people and coffee made every day feel meaningful. He leads with kindness, humility, and passion, and the way he carries himself as both a person and a professional is something I deeply admire.
During our time together, he taught me so much: from brewing pour-overs, cupping, and training my palate, to roasting, production, and understanding the supply chain. One of the most unforgettable experiences we shared was traveling together to a coffee farm in Guatemala, where I saw firsthand the depth of his knowledge and his respect for every step of the journey from seed to cup.
Even after we stopped working together, Eduardo has continued to be a presence in my life. We’ve always stayed in touch, sharing our experiences and stories through coffee. What makes him so special is not just his expertise, but the way he inspires you to fall in love with coffee on a deeper level. He has this rare gift of making you feel seen, valued, and motivated to give your best. He’s also incredibly funny, and even in the most challenging moments, he could make us laugh and remind us why we love what we do.
I would also like to mention Juan Carlos Soto Caez, who is an agronomist in PR. Juan Carlos is the most humble person I’ve met in my coffee career. He grew up on coffee farms in Puerto Rico and became an agronomist, carrying with him a knowledge that is both deeply rooted in the land and enriched by study and experience. His wisdom comes not only from what he has learned, but also from what he has lived.
What makes Juan Carlos so remarkable is the way he connects with farmers—always with respect, care, and humility. He has a gift for guiding them toward the best practices at the farm level, ensuring that their hard work translates into the highest quality cup of coffee. His eye for detail is unmatched; with just one look at a coffee tree, he can tell you exactly what it needs.
I had the privilege of working with Juan Carlos in coffee labs in Puerto Rico, where we cupped coffees together and even picked coffee across different locations. In every moment, he made it his mission to teach me with patience and kindness, reminding me of the deep respect we owe our earth. His way of leading through example has left a lasting impression on me — one that goes far beyond coffee.
What is your current role in coffee?
Coffee roaster.
What facet of the coffee industry has changed the most during your career?
The facet that has changed the most during my career in coffee is finding my niche and discovering where I truly belong in this industry. When I became a truck driver, I dreamed of building a business that would honor two of the hardest-working yet often unrecognized groups of people: coffee farmers and truck drivers.
What still surprises you today about coffee, or gives you joy?
What still amazes me about coffee is its incredible power to connect people. Coffee is often the spark that starts conversations or the gentle nudge to pause and share a moment. What gives me joy is knowing that coffee is the art that we enjoy, crafted by the hardworking hands of coffee farmers. Every cup carries their stories, their dedication, and their passion, and through it, we find connection, community, and meaning.
What’s something about the coffee industry you’d most like to see change?
I want to change the way we teach about coffee. Coming from a coffee-producing country, I feel it is our responsibility to educate communities and customers in coffee-consuming countries about the immense hard work behind every cup. When people truly understand where their coffee comes from, they gain a new appreciation—and are willing to value it more, recognizing the years of dedication, skill, and passion it takes to create something so extraordinary.
What is your most cherished coffee memory?
My most cherished coffee moment was traveling to Guatemala and seeing, up close, just how much coffee means to people’s lives. It wasn’t simply about their love for the drink, it was about survival, about how coffee allows families to put food on the table and build a life. Puerto Rico is a little different when it comes to coffee farming, but in countries like Guatemala, entire communities depend on it for their livelihoods. The value of this fruit is far greater than we often realize. Seeing that connection between coffee and livelihood gave me a deep appreciation for every cup I enjoy.
Do you make coffee at home? If so, tell us how you brew!
As a truck driver, my truck became my home, and time was always working against me. I kept all my coffee gear tucked inside a closet, and depending on how much time I had, I would brew a batch of drip coffee or a V60. Whenever I wanted something a little fancier, I’d make a cold foam with powdered milk, which came in handy because the fridge in the truck was too small to store fresh milk. I also had to be mindful of my water supply, because if the truck broke down and I didn’t have enough, it could become a serious problem.
When I was on home time, I’d indulge a little more, using my espresso machine to make cortados. Even in those challenging conditions on the road, coffee was my ritual: a little slice of comfort, creativity, and normalcy in the middle of life on the move.
What is your favorite song/music to brew coffee to?
I love to brew coffee in silence and sit with my thoughts, letting the ritual slow the world down and give me a moment of clarity.
What is your idea of coffee happiness?
There’s nothing I love more than teaching and seeing the happiness it brings to others. Watching someone light up as they discover, learn, and explore is a joy that stays with me. It’s a reminder of why I share my passion for coffee every day.
If you could drink coffee with anyone, living or dead, who would it be and why?
If I could drink coffee with anyone, it would be my grandmother, Julia. Some of my earliest and most treasured memories are of drinking coffee with her, paired with galletas export sodas, and queso de papa served in a tiny green plastic cup that was actually a butter container. My grandma meant everything to me and I would love to share that experience with her again—te amo, abuela.
What’s one piece of advice you would give someone getting their start in the coffee industry today?
One piece of advice I would give someone starting in the coffee industry today is to remain curious and patient. Coffee is more than just a drink: it’s a craft, a culture, and a connection to people and the land. Take the time to learn every step of the journey, from farm to cup, and never underestimate the value of listening, observing, and asking questions. Sometimes finding a seat at the table is hard, and you’ll have to build your own table, and that’s okay too, even if it starts from the back of a truck. Surround yourself with people who believe in you; sometimes those people won’t be the closest to you. Stay focused on the good things your own circle can bring, but always keep an open mind and an open palate. The more you understand and appreciate the story behind every bean, the more you’ll be able to share that passion with others.
The Sprudge Twenty feature series is proudly presented by Pacific Barista Series.
