From cold brewing in their kitchen to a warehouse with two product lines in multiple flavors, peloton is stomring the bottled beverage industry.
be different than what you’d find elsewhere. “I don’t hire experience—I hire kindness,” he said. He feels that hiring process has been part of their success, because in the restaurant business, a positive experience is as important as a good meal—if orders take longer than expected, guests are more likely to be forgiving as long as servers are genuine. “That’s why hiring kindness is so important,” he said. Of course, any business is bound to face its share of hurdles, and Kerry talked about the challenges of food and labor costs, as well as increasing rents. Yet he disclosed that those realities of business are always easier to manage with a steady flow of returning guests—and one of the ways to make sure they keep coming back is to show your face. “People like to see the the owner of the business. It’s personal that way,” he said. As Downingtown has warmed and welcomed Kerry and his crew, showing his face appears to be working out perfectly.
Drink Peloton You would think that starting a successful cold-brew coffee company from the ground up and very nearly by accident—by experimenting in your apartment after trying a cold brew for the first time because you thought you could do it better—would be enough of an accomplishment. And then getting that cold brew manufactured, bottled, and sold, and carried by grocery stores up and down the east coast—maybe that would be enough of an accomplishment. If so, you clearly don’t know the Jones brothers, Adam and Dave, the pair behind Peloton Cold Brew, the company they founded in early 2015. Not content to rest on their laurels, these innovative siblings have just kicked the coffee game up a notch by expanding into another obvious-but-maybe-not beverage arena: tea. Cascara tea, to be exact. Never heard of it? Peloton will fix that for you.
“When we started, we were hyper focused on the cold brew industry, and we wanted to expand Peloton Cold Brew nationally,” Adam told us. But with coffee and all of its permutations absolutely everywhere in the current zeitgeist, the java trend worked against them. “Unfortunately, cold brew became a dime a dozen, and we were just too small with not enough money,” Adam said. “This is when we realized that we had to come up with something new and innovative to separate ourselves from the pack.” Enter cascara, also known as coffee cherry. “Dave stumbled upon cascara and discovered that it was a byproduct that was unutilized, but it’s loaded with health benefits if brewed into a tea.” Simply put, cascara is the fruit or skin portion of the coffee plant, and is typically discarded after the bean is harvested. When the otherwise-unutilized (and antioxidant rich!) cascara is purchased from a coffee farmer instead of just the beans, however, there is a domino effect, with social, economic
and environmental benefits: less waste, more money for the farmer, improved lives. Check out the video on Peloton’s website (drinkpeloton.com) to hear it straight from the mouth of a Honduran farmer. So not only have the brothers solved their issue of being little fish in a toobig coffee pond, they’ve done it in a delicious (peach-ginger, apple pomegranate, and cranberry-lime flavors), antioxidant-rich, sustainable way. “After developing the Cascara Tea and getting it in to market, we started to expand organically up and down the East Coast,” Adam said. “We are not national yet, but we have gotten the tea in to two large retailers—Giant and Walmart—which is super exciting!” A lesson here is to be flexible, and willing to notice when the plan needs tweaking. “Tea was not in our sights at the beginning,” added Adam. And now it is, with plans to focus on “possible iterations of our Cascara Tea, such as sparkling Cascara.”
FEBRUARY 2019 THEWCPRESS.COM
Voice of the Borough