Recipe to Revenue
The Recipe for Revenue is your go-to show for the latest in food and beverage business and marketing, brought to you by Sinuate Media and Intercontinental Beverage Capital. Join us as we dive deep into the secrets behind successful food, beverage, and spirits brands, featuring interviews with industry leaders who share the key ingredients that have driven their businesses to success. Whether you're in the industry or just curious, this show offers valuable insights into what it takes to thrive in the competitive world of food and beverage. Tune in and discover the recipe for revenue!
Recipe to Revenue
Ep 46 - Don't Rush the Recipe: Projo*’s Journey to National Distribution
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
🔔 Subscribe to this channel for exclusive content and updates!
The standard startup advice is "move fast and break things." Charbel Mawad did the opposite—and it landed him in Target.
------------------
In this episode of Recipe to Revenue, host Leah Messina talks with Charbel Mawad, co-founder of Projo*, about his painstaking, multi-year journey to engineer the perfect high-protein coffee. While competitors rushed to market with "coffee-flavored shakes," Charbel spent years in his garage solving a physics problem that manufacturers said was impossible.
Listen to learn:
🧪 Why experts said his 25g protein coffee was "physically impossible"
🏚️ How he engineered the formula in his garage like "Breaking Bad"
🐢 Why slowing down R&D allowed him to bypass competitors
🛒 Why Farmers Markets are better than retail for product validation
☕ The "Trojan Horse" strategy for disrupting the coffee aisle
📉 Why patience and repeat purchases beat fast revenue growth
Whether you’re a founder feeling pressured to launch or a product developer stuck in the weeds, Charbel offers a powerful lesson: sometimes the fastest way to national distribution is to take your time.
Learn more about Projo*:
🌐 https://idrinkprojo.com/
🚀 Learn More About Our Sponsors:
Intercontinental Beverage Capital: https://inbevcapital.com/
Sinuate Media: https://sinuatemedia.com/
#recipetorevenue #proteincoffee #beveragestartup #foodscience #projo #target #functionalbeverages #entrepreneurship #manufacturing #cpgindustry #startupstory #bootstrapping #slowgrowth #productdevelopment
