Carl invented his caffeine-free rooibos espresso out of desperation. He’d learnt the hard way that drinking six espressos a day isn’t good for you, but he was left cold by all the alternatives. (Tea was too boring; decaf simply didn’t cut it.) Carl knew he was on to something really big, but he also knew he needed an astute, experienced businessman and a solid marketing strategist to help him take it to market.
After just one sip, Pete and Monique (neither of whom drinks coffee) just knew this was a business venture they wanted to sink their teeth and experience into. They understood how an espresso made from naturally caffeine-free rooibos could open up the world of coffee-style drinks to people who – like themselves – were avoiding caffeine for health reasons, sports training and pregnancy. And they were confident that such a product would meet a global need.