Name: Alex Curtis
Business/Location: NeuRoast/Hoboken, NJ
Specialty: Mushroom Coffee and Superfood Creamers
What problem does your business solve?: Whether you're an athlete, an entrepreneur, or working long days in an office, it can be hard to meet your mental and physical energy needs. Six cups of coffee just to get through the day isn't a long-term sustainable solution. Neither are sugar-loaded energy drinks or expensive (and often, sketchy) focus pills. We know - we've tried it all. Our solution: put a superfood twist on our daily coffee to naturally improve energy and focus without nasty side effects, and more importantly, to provide a long-term solution with lasting health benefits.
What makes your business unique?: NeuRoast uses a blend of six superfood mushroom (yes, mushroom) powders, each with a unique health benefit, with our coffee and creamers to provide better focus, mental clarity, and longer-lasting energy. All of our products are made with whole foods and fit into almost every dietary lifestyle.
What’s your story?: In late 2017, I wanted to come up with a long-term solution to enhance my focus and physical energy to help me tackle my growing workload. I was working a 9-5 job and freelance digital marketing for health food companies for 4-5 hours at night for more than a year. I started researching natural solutions to enhance focus and energy, which eventually led me to mushroom extracts, which are 100% organic, natural, and safe. I learned that I could easily combine them with my favorite morning ritual coffee, to make a daily superfood coffee that was delicious and effective. After a few months, I was able to cut my coffee intake in half, I had more energy than ever, and I slept great every night. I decided to take my idea of craft coffee and superfood mushrooms to the masses by launching NeuRoast in January 2018.
One piece of advice you have for other food entrepreneurs: If you feel like you're onto something when you have your "aha" moment, get started immediately. You can always course-correct along the way (you'll probably have to anyway).
What do you wish you had known before you started your business?: Looking back, I wish I had a plan to scale set in place months in advance to make the process easier today.
What’s your greatest challenge in your business and how are you overcoming it?: Trying to seamlessly scale our business to meet demand has been our greatest challenge so far. We're partnering with some really great co-packers and suppliers to help us get ahead of our orders and keep our top-performing SKUs stocked up while we plan 6 to 12 months out.
What are you most proud of about your business?: The feedback we get from NeuRoast customers is overwhelmingly positive. NeuRoast turned coffee haters into coffee snobs and coffee snobs into mushroom coffee lovers. We got people off of chemical-laden creamers and energy drinks, and gave them a whole food alternative. I think I surprised a lot of people with the initial success of NeuRoast, including myself.
What do you love most about being a food entrepreneur?: Every day is a brand new day filled with opportunities. Some days are amazing, some days are scary, but no two days are the same. There's no monotony.
Learn more at NeuRoast.com and on social media (@neuroast). You can find Alex on Instagram (@itsalexcurtis). Shoot him an email anytime at firstname.lastname@example.org and ask for Alex. He’ll say hi!