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Josh Tarlo, the founder of Headstand, has always harvesting and processing methods for a better-tasting
been driven by the idea that specialty coffee means paying seltzer. Josh believes there is potential for growth in the
producers sustainable prices for sustainably grown coffee. market for coffee leaf seltzer. The coffee leaf could become
His brilliant idea came about in 2016 when Josh spoke to the next kombucha or CBD with its high antioxidants and
coffee producer Carlos Pola about turning some leaves anti-inflammatory properties. Still, it brings to the table
into a tea for a signature beverage at the World Barista something that even those drinks cannot, which is to help
Championship. After tasting the brew, Josh knew he had improve coffee producers’ living standards worldwide.
to share his revelation with others but didn’t know how One of the biggest challenges faced by the company
to get it to people economically. is educating consumers about what it is, what it tastes
Carlos Pola is a coffee producer and a partner of Head- like, and why it’s good for them and the world. The pan-
stand. He has been working with Josh on coffee processing demic gravely affected the market and has highlighted
experiments for a long time and was thrilled about the new how fragile the system is for coffee producers. The col-
challenge when Josh approached him with the idea of a lapse in demand at the beginning was particularly chal-
coffee leaf seltzer. Together they brainstormed and exper- lenging. Nevertheless, Josh is determined to discover new
imented with different coffee leaf varieties and processes. ways to strengthen and enrich the entire value chain, from
After some trial and error, they successfully derived a producers to consumers. Headstand offers a way to do so
working formula. Josh used the ace recipe in his signature while enjoying a delicious beverage.
beverage at the 2018 UK Barista Championship, which in- The observable rise in sustainable and healthy prod-
evitably won him the title. ucts that promote sustainability and add value and support
During the lockdown, Josh’s interest in healthier drinks for all within the supply chain may steer the future of
grew, and he began making homemade sodas. Then, he re- specialty coffee. The sky is the limit; this new wave could
alized that a coffee leaf would make a delicious, light, and be a game changer for both consumers and the benefits it
no-added-sugar seltzer. The duo continued to work on new brings to the producers.

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