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COFFEE THAT DOESN'T COMPROMISE
Holy Joe began in 2021 and grew faster than we ever expected. Demand came quickly- but so did a crossroads.
We could have scaled fast. Cut corners. Simplified the process. Improved margins. Been back on shelves sooner.
Instead, we paused.
What was meant to be a short reset became more than three years of questioning, rebuilding, and re-engineering how our coffee could be made at scale-without compromising the things that mattered most. We weren’t willing to rush production, dilute quality, or accept processes that didn’t align with our values. That meant starting from scratch and designing our own way forward.
It took longer than anyone advised. But it meant we could return with a product we were genuinely proud of - one that respects the ingredient, the process, and the people behind it.
This is coffee made slowly, deliberately, and without shortcuts.
INGREDIENTS
We use filtered and structured water and organic coffee that’s tested for mould and mycotoxins. We blend in organically grown adaptogenic mushroom tinctures and preserve the coffee naturally using Nagardo, a fermented preservative derived from mushrooms.
No artificial preservatives, no fillers.
TASTE
Holy Joe is made using a process called cold drip, not cold brew. It’s a subtle distinction, but an important one. Cold drip takes significantly longer, allowing the coffee to extract slowly and evenly. The result is a smoother, cleaner cup with noticeably less bitterness and acidity. More depth, more balance, and a coffee that’s easy to drink black and gentler on the stomach.
PACKAGING
We refused to wrap something made with care in materials that didn’t align with our values. No plastic. No cans. Only glass bottles, natural cork, and a fully compostable, plant-based seal—because the vessel should respect what it holds.