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Act 1:
Little Brendan,
Big Energy

Ah, the days before over-caffeination...

Brendan grew up a rambunctious kid who didn't need any more energy. In elementary school, he spent recess begging his teachers to race him around the jungle gym. Once, he snuck out of class to try and beat the monkey bar record. He didn't beat it, but he did complete a full lap around the building before he was caught.

Brendan’s mom decided to take him somewhere to release all this energy: a track! Close your eyes and picture a montage of little Brendan running in circles, slowly growing up, with his mom cheering him on every step of the way.

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Peak Wellness
(-ish)

Eventually, all this running landed him a spot on the University of Pennsylvania Track and Field Team. Go sports!

During college, Brendan lived like a healthy robot: eating well, sleeping well, and exercising twice a day. Against all odds, he became a morning person. Ahh, youth.

He also discovered ✨coffee✨ and it was love at first sip. In the honeymoon phase, coffee felt very productive & grown-up. But it wouldn’t last…

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Sip, Sip,
Timberrrr

One night, many coffees deep, Brendan got dizzy and passed out on the library floor. It was as “fever-dream” as it sounds.

The next day, doctors discovered he had a heart condition that made drinking a ton of coffee (and caffeine) pretty dangerous. His doctors told him to break up with coffee.

But… but… but! Brendan loved coffee! The roasted flavor, the ritual, the boost of energy.

"Too bad," his doctors said.

(Like an evil stepparent.)

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Act 2:
Sad Brendan,
No Energy

The breakup with coffee was tough. There was so much to love (and now miss) about coffee: the taste, the smell, the energy, the routine.

Brendan didn’t want a rebound, he wanted something just as good. His search for an alternative quickly became a goldilocks saga - nothing was just right. All the other morning drinks lacked flavor, were missing real benefits, or were serving up more “wellness” than a basket of crystals. He was an athlete, not a guru!

You can guess what happened next: Brendan got to work making his perfect coffee alternative.

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Joe'y Is Born!

The wish list was ambitious:
1. A deliciously rich, roasted flavor
2. A steady boost of all-day energy
3. Farm-sourced superfood ingredients

Was it possible? He didn’t know, but he knew little Brendan wouldn’t hesitate to start running.

*New montage time!*
Late nights, messy kitchens, and hundreds of formulas. Legend has it, a dusting of cacao still sits on his ceiling fan. But after a year of trial and error, Joe’y was born!

It wasn’t long before friends and family started asking to try Joe’y. Turns out, lots of people wanted a cup of pick-me-up that felt like a virtue, not a vice.

"I've been trying to cut back on coffee."

- Family & friends & really everyone

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Act 3:
Happy Brendan,
...And Mom Energy!

Brendan introduced Joe’y to his mom, Francie. She was happy he’d dumped coffee (moms worry, you know?) but was skeptical about a cup of roasted superfoods. Would she love it as much as she loved her son? She gave it a try…

She was hooked! Francie started ordering Joe’y in “secret”. Brendan saw her orders and assumed she was just being nice.

Until one day, Francie called Brendan and told him that her local cafe was putting Joe’y on the menu. What?! Turns out, Francie wasn’t just cheering from the sidelines - she loved Joe’y so much that she pitched it to her local barista. Just like that, Francie was off to the races and ready to tell the world...

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Joe'y Has Heart

And so she did! Store by store, cafe by cafe, Francie got Joe’y onto shelves and menus across the country. To this day, if you name a cafe that sells Joe’y, Francie can tell you the name of the owner, if they have kids, their favorite Joe’y recipe, and how long they’ve been with us. It's sort of like that scene from Erin Brockovich (but uplifting).

Turns out, the heart in Joe’y is more than just a condition. It’s the keystone of everything we do. It's in the care and intention Brendan puts into farm-sourcing each ingredient, it's in the ways Francie cares for every customer like a friend, and it's in the incredible team we've built - with enough seats for everyone at our breakfast table.

Enjoy your cup of Joe'y, from our heart to yours.

Try some Joe'y!