Jori Armbruster

Building bridges between worlds — coffee, blockchain, and AI for impact

Origins

Born between worlds, shaped by diversity and deep roots in regeneration.

My story begins with complexity and richness — a mother from Mexico, a father from Spain, both carrying German heritage in their veins. I grew up between Mexico and Spain, navigating different cultures, languages, and perspectives that would later define my approach to bridging worlds.

My connection to coffee and regeneration isn't recent or trendy — it's in my DNA. My mother owns a pioneering regenerative farm in Chiapas, Mexico, working with regenerative practices long before "regeneration" became a buzzword. She was healing the land when others were still learning to damage it.

My education reflects this diversity of thought. I was educated at a school that operated as a teachers' cooperative — an early lesson in collaborative systems and shared ownership. I studied Marketing at ESIC, completed a PDD in Distribution Company Management at ESADE, and earned a Master in Innovation at TeamLabs. But the learning never stopped — I've taken additional courses in regenerative agriculture and bio-pools (biopiscinas), always staying connected to the earth that raised me.

Career

Two distinct chapters, each teaching essential lessons about resilience and purpose.

Stage 1: Specialized Distribution in Spain

I rose to become CEO of one of Spain's largest specialized distribution companies. This wasn't just about climbing a corporate ladder — it was about learning to lead through crisis. I managed the company through the brutal 80%+ market collapse during Spain's real estate bubble burst and banking crisis.

Those years taught me everything about crisis management and business transformation. When the world around you is collapsing, you learn what really matters. You learn to make impossible decisions, to find hope in darkness, and to rebuild from almost nothing.

Stage 2: Entrepreneurship & Impact

After deciding to build my own project, I took a gap year — traveling, studying, and rediscovering what I wanted to create in this world. During my Master in Innovation at TeamLabs, EthicHub was born.

EthicHub became one of the world's first blockchain projects focused on real-world impact. Our core mission: rethinking the coffee supply chain — one of the most asymmetric in the world. While EthicHub grows and evolves, I dedicate my free time to learning AI and building small projects with my digital assistant, always exploring what's possible when technology serves humanity.

Vision

We live in a unique moment in history — at the crossroads of collapse and transformation.

The pain is real and everywhere: environmental collapse accelerating, populism and fascism rising like dark tides across the globe. We're watching systems fail, institutions crumble, and trust erode. This is not a comfortable time to be alive.

But here's what keeps me awake at night and gets me up in the morning: our complex relationship with technology. It's both the cause of our problems AND the only way out of our sustainability crisis. We created these tools, and now these tools must help us create ourselves anew.

AI will be the great catalyst for a world we can't yet visualize. We stand at a threshold where we could evolve into something superior — more conscious, more connected, more capable of stewardship — or we could go extinct. There's no middle ground.

My battle in the coming years is simple but not easy: using AI with purpose. Not for vanity metrics or shareholder value, but for healing what we've broken and building what we need to survive and thrive.

Projects

EthicHub

Rethinking the coffee supply chain through blockchain technology. EthicHub operates on two fronts:

Investment Platform: Connecting investors directly with small coffee farmers, cutting out the middlemen and ensuring fair compensation for quality coffee.

Commercialization Platform: Bringing ethically sourced, high-quality coffee directly to conscious consumers who care about the story behind their cup.

Unbiased News

AI-powered daily news summaries without media bias. In a world drowning in partisan information, this project cuts through the noise to deliver clear, balanced perspectives on what's happening.

Articles

Thoughts on AI and Impact

Deep reflections on using artificial intelligence for meaningful change in the world.

Coming soon

The Future of Coffee Supply Chains

How blockchain technology is revolutionizing one of the world's most asymmetric industries.

Coming soon

Crisis as Catalyst

Lessons learned from managing through Spain's economic collapse and what it taught me about resilience.

Coming soon

In the meantime, find my thoughts and insights on

LinkedIn →

Contact

Ready to collaborate, share ideas, or just have a meaningful conversation?

I'm always interested in connecting with people who are working on projects that matter — whether that's in regenerative agriculture, blockchain for good, AI with purpose, or just building a better world.