Podcast Summary: BRAVE COMMERCE - "Cumulus Coffee’s Mesh Gelman on Revolutionizing Cold Brew for Home and Beyond"
Podcast Information:
- Title: BRAVE COMMERCE
- Host/Author: Adweek
- Description: Rachel Tipograph, Founder & CEO of MikMak, and Sarah Hofstetter, President of Profitero, discuss the latest trends in eCommerce with leading brands. Each episode features invaluable sales tips and interviews with bold marketers navigating the ever-evolving consumer and retailer landscapes.
- Episode: Cumulus Coffee’s Mesh Gelman on Revolutionizing Cold Brew for Home and Beyond
- Release Date: November 5, 2024
1. Introduction
Rachel Tipograph and Sarah Hofstetter warmly welcome listeners to today’s episode of Brave Commerce, introducing their guest, Mesh Gelman, the Founder and CEO of the Cumulus Coffee Company.
Notable Quote:
- “This is a show that talks about what's relevant in E-commerce for the world's biggest brands.” — Rachel Tipograph [00:17]
2. Guest Background and Origin Story
Mesh Gelman shares his journey from a New York upbringing to his initial career in the home fashions and textile industry. His pivotal moment occurred at a J.C. Penney gala where he met Howard Schultz, the then-retired CEO of Starbucks.
Key Points:
- Mesh’s fascination with supply chain and manufacturing led him to start a company supplying home fashions to major retailers like JCPenney and Kohl’s.
- The encounter with Howard Schultz sparked his passion for coffee, transitioning Mesh from textiles to the coffee industry.
Notable Quote:
- “I went to this black tie affair, and I'm like, I didn't know what I was doing there... I sat down and introduced myself to Jeff Bezos.” — Rachel Tipograph [02:29]
3. Transition to Starbucks and Building Relationships
Mesh explains his six-year tenure at Starbucks, where he observed the company's growth and innovation closely. His role involved revitalizing Starbucks' retail spaces and fostering innovation through the newly created division, Siren Ideas.
Key Points:
- Siren Ideas was established to bridge the gap between Starbucks' large-scale operations and external disruptors.
- Mesh’s friendship with Howard Schultz provided deep insights into Starbucks' core values and operational strategies.
Notable Quote:
- “Watching Starbucks through the eyes of the man who built it... was like a dream come true.” — Mesh Gelman [09:45]
4. Founding Cumulus Coffee Company
After leaving Starbucks, Mesh founded the Cumulus Coffee Company with a vision to revolutionize cold brew coffee for home use and beyond. Despite his initial intention to avoid the coffee sector, Mesh found a significant opportunity in the growing demand for premium cold coffee experiences.
Key Points:
- The shift from hot to cold coffee over the past decade created a market gap for high-quality cold brew at home.
- Cumulus Coffee aims to deliver a premium, mess-free, and efficient cold brew experience without the complexities of traditional methods.
Notable Quote:
- “Cumulus Coffee Company is all about bringing amazing cold coffee home... it's almost table stakes.” — Mesh Gelman [15:48]
5. Innovation in Cold Brew: Nitro Cold Brew
Mesh delves into the science and innovation behind nitro cold brew, highlighting how nitrogen infusion transforms coffee into a creamy, effervescent beverage without the need for dairy.
Key Points:
- Nitro Cold Brew offers a smooth, balanced taste by avoiding the acidic reaction caused by heat in traditional brewing.
- The introduction of nitrogen creates a velvety texture and enhances flavor nuances, making it a standout product in the cold brew market.
Notable Quote:
- “When you infuse coffee with nitrogen, it takes on a whole new world... it's like cream and sugar in the beverage without having cream and sugar.” — Mesh Gelman [19:24]
6. Overcoming Challenges in Beverage Innovation
Mesh discusses the complexities involved in producing cold brew at scale, such as maintaining consistency, reducing waste, and offering diverse flavor profiles. He explains how Cumulus Coffee addresses these challenges by leveraging innovative technology and streamlined production processes.
Key Points:
- Traditional cold brew methods are time-consuming and can lead to significant waste if not managed properly.
- Cumulus Coffee developed a system that simplifies the brewing process, ensuring consistent quality and reducing environmental impact.
Notable Quote:
- “The air that we breathe is 79% nitrogen. Is there a way we could use that air instead of relying on an external canister?” — Mesh Gelman [20:07]
7. Scaling and Distribution Strategies
Mesh outlines his strategy for scaling Cumulus Coffee, emphasizing a multi-channel approach that includes direct-to-consumer (D2C), office environments, bars, restaurants, and hospitality sectors.
Key Points:
- D2C allows for personalized customer connections and direct feedback.
- Expanding into offices taps into the post-pandemic trend of revitalizing workspace environments.
- Partnerships with bars and restaurants offer unique applications, such as crafting cold espresso shots for cocktails like espresso martinis.
- Cumulus Coffee also targets premium retail spaces and hospitality venues to reach a broader audience.
Notable Quote:
- “Where is it that people can use great coffee? The answer is everywhere.” — Mesh Gelman [22:36]
8. The Bravest Move: Building Relationships and Taking Risks
Mesh reflects on the crucial and brave decisions that shaped his career, particularly his proactive approach to building authentic relationships and embracing risks to spur innovation.
Key Points:
- Mesh credits his bravery for initiating and maintaining pivotal relationships, such as with Howard Schultz, which significantly influenced his professional trajectory.
- Emphasizes the importance of follow-through and genuine commitment to partnerships and ventures.
Notable Quote:
- “The bravest thing I've ever done... was believing that Howard was sincere when he said, stay in touch.” — Mesh Gelman [24:39]
9. Conclusion and Future Outlook
Rachel and Sarah wrap up the conversation by expressing their excitement about Cumulus Coffee’s innovative offerings and future growth. They encourage listeners to follow Cumulus Coffee on social media and stay tuned for future episodes featuring more groundbreaking entrepreneurs.
Key Points:
- Cumulus Coffee is positioned to disrupt the cold brew market with its innovative approach.
- Anticipation for Mesh Gelman’s continued success and the brand’s expansion into various markets.
Notable Quote:
- “We are so thrilled to have Mesh Gelman... saying yes, he meant it to find out I was right.” — Sarah Hofstetter [26:48]
Final Thoughts:
This episode of Brave Commerce provides an insightful look into Mesh Gelman’s journey from the textile industry to founding Cumulus Coffee Company. Mesh’s passion for innovation in the cold brew space, combined with his strategic approach to scaling and distribution, offers valuable lessons for entrepreneurs and marketers alike. His story underscores the importance of seizing opportunities, building meaningful relationships, and embracing boldness in business ventures.
Recommendations for Listeners:
- Explore more episodes featuring entrepreneurs like Gabby Lewis of Magic Spoon or executives from Nespresso for continued inspiration.
- Follow Cumulus Coffee on Instagram to stay updated on their latest offerings and growth milestones.
Notable Quote:
- “If you like what you heard and you want to hear from other great entrepreneurs, go check out Gabby Lewis...” — Rachel Tipograph [27:25]
Listen to Brave Commerce on Acast and stay tuned for more episodes that empower brands to navigate the dynamic world of eCommerce with courage and creativity.