Coming to USF as an international student from Colombia in 2011, spent four years studying marketing, entrepreneurism, and small business operations. He also studied abroad and completed an internship.
In the beginning of his academic career, Herrera took a course on the foundations of entrepreneurship. "Our professor divided us into random groupings and gave each group an envelope. Inside was $5," he remembered. "Our professor then told us to multiply this money by creating a successful business. One group bought water and started cleaning the cars in a USF parking garage. From the money ($15) from that initial event, they then purchased soap and other supplies. That group ended up with $500," Herrera lamented. While his group did not win, he said that he learned a great deal from the exercise, which made it just as valuable as winning.
It was thanks to USF that I was able to expand my experiences with cultures in Europe.
Herrera studied abroad in Sweden during his time at USF. “It was thanks to USF that I was able to expand my experiences with cultures in Europe,” Herrera said. “I learned English and grew my friendships across the world. I now have friends around the globe, including India and Russia; it’s one of the best things that happened to me.”
During his final year at USF before graduating in May 2015, Herrera interned at the Muma College of Business’ communications and marketing office, promoting the annual 25 Under 25 program which recognizes top business students across the three campuses for their achievements in academics, leadership, professional development, and community service. “It was really motivational to see so many of my peers being successful after graduation,” Herrera said. “The Muma College of Business really supports students who want to become entrepreneurs.”
After graduating, he put his business degree to work. Herrera’s introduction to the world of coffee started in Colombia, where he visited a plantation to film a documentary. He worked with producers and learned how coffee was sourced at the farm throughout the filming. In 2020, he decided to move with his wife to her native France, after securing a 90-day visa. When French authorities initially refused an extension, Herrera found himself in Israel during the COVID-19 pandemic. He landed in a small town in the Negev desert of southern Israel. “I stayed in the desert about two and half months basically just taking care of camels because there were no tourists,” he said. “It was a magical time. It was quite peaceful in terms of well-being and tranquility.” Once COVID restrictions lessened, Herrera traveled back to France, settled his visa issue, and set his entrepreneurial sites on a new project.
When he initially settled in Paris, he had planned to open a coffee shop but first
need to learn the process of roasting coffee. That experience inspired a new dream
- one where he became the coffee roaster instead. In 2022, Herrera founded a coffee
roastery business called TerraH. Working directly with farmers in Colombia, he imported
coffee to France. Along with a business partner he rented roasting machines and began
supplying coffee to shops, restaurants, businesses, and offices. “ It was not all
smooth sailing initially. When asked about the challenges, Herrera noted that it was
initially difficult to integrate into the French culture and language. “French is
quite a difficult language, particularly for us Hispanophones,” he said. “Now, I feel
better integrated, but initially it was really, really complicated.”
Now, 18 months after starting TerraH, Herrera is setting his eyes on a new project called . Keydocky’s mission is to connect Latin American coffee producers directly with European buyers. Working with three co-founders, Herrera plans to start working with coffee farmers in Colombia, Venezuela, and Panama. Herrera also plans to include artificial intelligence in his business to help understand how to lessen food waste. “It will allow the buyers and producers to project their production, and also their sales,” he said. “This is important because the coffee consumption per capita is not the same in June or July compared to December or January.” Keydocky is in the beta-phase of testing and plans to launch in Copenhagen this summer. “We plan to open affiliate businesses of the company in Bogota and Panama,” he said, adding a U.S. market is in site by the end of the year. “We have the advantage that we are ready and know the producers,” he said. “It’s exciting. There’s a lot of work to do.”
The university offers all the tools you need to start any kind of business and any kind of project. Take at least one semester to travel and see the world.
Herrera's advice for current USF students is to take advantage of every opportunity to learn and travel while in school. “The university offers all the tools you need to start any kind of business and any kind of project,” Herrera said. “Take at least one semester to travel and see the world.”