Doing the boring and repetitive
It’s been a minute since my last update… so let’s get right into it!
Wholesale Push
One of my focus areas lately has been to meet customers where they already shop, or more simply stated: Wholesale.
I know I can’t compete with the coffee chains quite yet, so I need a more nuanced approach. My plan is to look for niche markets not typically associated with coffee. Our RUN coffee line is the perfect product to kickstart this plan.
Because RUN is inspired by and built for the running community, it pairs well with specialty running stores.
Now comes the boring and repetitive part: locating specialty running stores, cold calling and emailing them, dropping off samples and pitching. Repeat. Repeat.
Success here comes down to the number of reps I put in. If I succeed here, it would prove to be a great model for our upcoming coffee releases focused on other sports and extreme activities…
Stepping towards our long term plan:
We are rapidly approaching the release of our newest coffee, Amusukang!
Amusukang is a light roast Colombian coffee with tasting notes of apricot, tangerine, and honey.
This continues our mission to build positive-sum partnerships. Amusukang means “It must be possible.”
We are launching this in collaboration with the Climbing Suriname organization, where each cup will fund rainforest conservation, development of community centers, and the construction of adventure climbing parks on Ebbatop Mountain in the beautiful South America country of Suriname.
My initial thesis in building Vrbs Coffee was to build the “philanthropic Red Bull.” Red Bull is famous for its extreme stunts and sporting events to market their energy drink, and I want to put a charitable spin on that proven model.
Amusukang is the first major step towards this ambitious goal.
And tying this back to wholesale push, Amusukang would be the perfect fit for climbing gyms!
Thank you for tuning in to this update! I hope you see Vrbs Coffee in running stores near you soon!