Coffee Cacao Matcha in The Making

Combining Interesting Ingredients To Get Your Yerba or Matcha Coffee Mix On

Organic Green Matcha Tea in a Bowl

Combining Interesting Ingredients To Get Your Yerba or Matcha Coffee Mix On

It’s really no surprise when “coffee” and “health” come up in the same sentence; coffee was originally marketed for medicinal purposes, as least in the West. And, continuing into today, this very year, people are finding newer, better ways to keep coffee from being merely a leisure beverage, or even just a beverage necessary for many of us to be able to get out of bed in the mornings.

This is the subject of many new businesses and startups. No longer is it cool to bring ingenious brewing methods or single-origin sourced coffees to your hipster or business-formal consumers; these days, healthy is chic, and that means that giving anything and everything a healthy twist has the potential to make it chicer.

Javazen was founded by Eric Goldman when he realized that the coffee options available to him during his years as a college intern in D.C. were repetitive, limited, and simply not healthy enough for his desires. Like many inventors and business success stories, his work began in his own kitchen as he mixed together different elements to see what worked and what didn’t when it came to updating what he saw as the same, tired brew (ironic phrasing intentional). He had two main focuses: what tastes good and what makes me feel good?

His big ding-ding-ding moment came when he combined coffee, cacao (in its raw form) and matcha. He couldn’t wait to share the blend with his friends and loved ones as soon as he stumbled across it. He started brewing it with his friends and sharing it around campus and eventually, Javazen was born.
Eric Goldman's big ding-ding-ding moment came when he combined coffee, cacao (in its raw form) and matcha.

 

The company’s image jumped off that original combination; they decided to blend coffee with superfoods and teas, not just as brews, but as dry blends, too, so that consumers could brew the super-brews at home. They wanted their blends to be as simple as home-brewed coffee but with the added super benefits they’d found. They are still one of the only brands I know about combining coffee and tea in the same beverage, and adding in superfoods to their blends makes them even more unique, if not totally so.

In addition to the cacao and matcha mix, they also added a Boost Blend that incorporates yerba caffeinated tea with coffee and a decaf blend that includes decaf coffee, honeybush tea and goji berries.

They began marketing to “foodies” and hipsters at farmers markets and the like, where people go to try the latest craze or, even better, to discover it; they gave away samples to individuals who were willing to take the leap on an as-yet-undiscovered beverage invention.
Within about two years they’ve gone from giving away their blends at farmer’s markets, to having their products available in at least 200 regional stores including Whole Foods locations. They also sell online through drinkjavazen.com.

One of the things they credit their success to is their communication with their customers; they are constantly looking for active and specific feedback on their products as well as on what their consumers are dreaming of when it comes to products that don’t exist or which aren’t available to them. For example, in 2016 they finally came out with something their customers had been asking for almost from the start of business: single-serve options for their products. Instead of a “traditional” k-cup, they came up with an option as unique as the brand itself. Theirs is a single-serve bag that is compostable so as to minimize waste products (the biggest issue with k-cups and other single-serve options). Their single-serve options are the result of international scientific collaboration and come in the form of a plant-based starchy bag that is submerged into hot water like a tea bag and steeped to perfection in about 4 minutes.

One of the biggest takeaways from this new and rising brand is how they collaborate with other brands. They listen to their customers, which is a huge necessity in this age of instant and constant connection, and they collaborate with brands that align with what their customers are looking for and complement their brand. Their brand is superfoods, teas, coffees, and now, compostable products. Their next big venture is one that is not only in line with a major trend in coffee over the past couple years, single-serve options, it is also one that involves considerations for the environment in a time when environmental and political concerns are influencing a business’ success more and more.

Pepsi, one of the biggest name in American branding, pulled an ad with one of the most recognizable names in celebrity, Kardashian, because of a consumer backlash. United has changed its company’s policies tremendously in reaction to consumer backlash responding to a viral video of their employees mistreating a customer. Listening to your customers ahead of time can prevent having to make reactionary decisions and lose money like these massive businesses have. Not every bit of feedback is going to be epic and successful or even useful; but, without your customers you have no business, so make sure you give them the consideration they are due.

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19 Comments

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  1. Very inspiring post! Excellent customer interaction for Javazen. Being open for suggestion from the customer is a skill in which not all people have. Keep up the good work Javazen team.

  2. I must admit that I have never heard of Javazen, I guess that is because it does not exist in my country, for now. 😀 Despite that, mixing cacao and matcha seems interesting and If I were ever given the opportunity to try it out I would take it without hesitation. 😀 All in all, now I definitely have to research more about Javazen. Tnx for the info. 😀 It`s always fun to learn something new. 😉

  3. Every business should pay attention to their customer needs first, and then everyone else. Because what holds a business and makes it successful is its customers. We have seen so many examples lately of business failing because they discarded their customers’ wishes.
    The biggest brands of today all try to cater to their customers in every aspect, and they make products which are appealing to their customers. Many of them invite loyal customers to approve the products before they go on sale.
    In my opinion, thats the best way to keep growing. It’s always listening to what the customers have to say, and follow that advice.

  4. I love coffee but I would be interested in a less caffeinated version so this idea is very great to me and many other people I know.

    Also, I’m impressed how javazen broke into the coffee business which is a fairly saturated market.

    Thanks for sharing this with us 🙂

  5. This Matcha seems very tasty, I have never tried it before, but after reading this article I will definitely try it one day. what I love about coffee is that it’s healthy and delicious in the same time, and that’s why we will never stop drinking it 😀

  6. This is a super interesting article, for sure. I have never heard of Javazen either! I can’t wait to check it out. I will say that the paragraph at the end seemed like a non-sequitur, but I agree with the sentiment!

  7. I have actually heard of matcha before. I’ve even seen matcha flavored candies and desserts. I haven’t tried it though, but I would be very interested to. Another thing that seems appealing to me are the single-serve coffee bags. I drink tea a lot, so that method of brewing is already quite familiar to me. I think it’d be useful for those times I just want one cup and don’t want to bother with the coffee pot. Great article!

  8. The moral of this story is pretty interesting. I think it’s definitely important for large companies to not look at customers as mere numbers but as people. It definitely takes a lot of empathy and a really good PR team to be more than just a coffee provider.

    I’d also like to make a sliiight correction. The Pepsi ad featured Kendall Jenner, who is technically not a Kardashian. haha! I do have to agree that the ad wasn’t the best ad they’ve made, but we’ll save that for another comment.

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