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The collaboration with coffee farmers, such as ferent product iterations and developing a next-genera-
Enrique Ferrufino, has been transformative for Wize tion beverage company has been incredibly fulfilling.
Tea. Introduced by ethical coffee buyer Amanda West- Arnaud advises aspiring entrepreneurs to expect
wood, Ferrufino’s involvement as a founder ensures challenges and stay focused. “Everything takes twice
that farmers have a long-term stake in the business, as long and costs twice as much as you think. Stay
solidifying the company’s ethical foundations. Arnaud disciplined, focus on what works, and cut everything
emphasizes, “This partnership guarantees that we’ll else,” he advises.
stay true to our original values from day one.” Wize Tea exemplifies how the byproducts of cof-
Wize Tea is setting new standards in the coffee fee can be innovatively used to create unique tea in-
and tea industries by creating a sustainable industry fusions, bridging the gap between coffee and tea in-
that provides year-round employment. “We’re way dustries. By utilizing coffee leaves, Wize Tea not only
beyond fair trade, upcycling excess food waste and offers a sustainable beverage option but also provides
ensuring stable jobs for coffee farmers,” Arnaud ex- a new revenue stream for coffee farmers, fostering
plains. This approach is unprecedented in an industry economic stability and innovation. This approach
marked by seasonal work and economic instability. showcases the potential of fusion beverages to enhance
Shifting Consumer Preferences and Cultural Exchange both industries, creating exciting, health-conscious
Arnaud observes a shift in consumer preferences options for consumers and driving progress through
towards fusion beverages like coffee leaf tea. With a collaboration and sustainable practices.
focus on low-sugar, refreshing options, Wize Tea caters
to health-conscious young parents. “Consumers are
Arnaud Petitvallet and Max Rivest
willing to try new beverages, but the challenge is en-
suring they stick with it after the first try,” Arnaud
says. The versatile flavor profiles of coffee leaf tea,
achieved through various crafting methods, set it apart
from other products like cascara.
Cultural exchanges have significantly influenced
Wize Tea’s brewing methods and flavor profiles. Ex-
perimenting with different crafting techniques yielded
Innovating with Coffee Leaf Tea However, convincing coffee farmers about the surprising results, often yielding insights beyond ex-
potential of coffee leaves posed significant challenges. pectations. At the World Tea Expo, Japanese tea mas-
In an insightful conversation with Arnaud Petit- Initially met with skepticism, Arnaud and his co-found- ters mistook Wize Tea for high-end Japanese tea,
vallet, the founder of Wize Tea, the journey of creat- er, Max Rivest, were seen as two outsiders with a highlighting the unique qualities of coffee leaf tea. This
ing a unique beverage brand is unveiled. His story, seemingly absurd idea. A pivotal moment came when cultural exchange has fostered lasting friendships and
from the inception of Wize Tea to its innovative they traded a bottle of rum for a bag of coffee leaves, enriched Wize Tea’s offerings.
strides and profound impact on the coffee and tea leading to their first batch, which was “incredibly Economically, Wize Tea has created over 140,000
industries, offers an inspiring and thought-provoking smooth.” This success fueled their determination to work hours for unemployed farmers in the off-season,
narrative that bridges the traditional divide between pursue the concept. providing critical income. On the consumer side, the
these two beloved beverages. The innovation process for Wize Tea involved brand has removed over 30 metric tonnes of sugar from
Arnaud’s journey began during his master’s final adapting traditional tea crafting techniques to coffee the North American diet by offering a healthier alter-
exams in France, while juggling semi-pro hockey and leaves. Arnaud and his team hired consultants to native to traditional iced teas and sodas.
freelance design contracts. Overwhelmed by consum- create the initial supply chain and experimented with Looking ahead, Wize Tea plans to explore new
ing over seven cups of coffee daily, he suffered an various methods from different regions. The result flavors and expand into US tech office distribution, tar-
acute caffeine overdose, prompting a doctor’s warning was a unique, custom method that Arnaud prefers to geted food service, and premium grocery stores. Arnaud
to seek low-caffeine alternatives. Disappointed by keep confidential. The evolution of Wize Tea saw the is committed to manageable growth and maintaining the
existing options, Arnaud stumbled upon a study ex- establishment of a scalable supply chain and the in- brand’s core values. “Our goal is to stay true to what we
tolling the benefits of the coffee leaf, rich in antioxi- tegration of a farmer as a co-founder, ensuring con- believe is the best beverage for the long-term, avoiding
dants and consumed for centuries. This discovery sistency and sustainability. A major breakthrough fleeting trends and fads,” he asserts.
ignited the idea of using leaf cuttings during the coffee came in June 2020 with the launch of flat iced teas, The most rewarding part of Arnaud’s journey with
off-season, offering sustainable jobs to farmers. “Once followed by rapid innovation leading to sparkling Wize Tea has been the tangible impact on coffee farm-
we realized the potential of the coffee leaf and its iced teas. “Our new packaging and branding tell the ers. “We’re giving real dollars to real people, helping
benefits, it became clear that this could be our thesis story much better, and the product is selling faster them survive a difficult off-season every single year,” he
project,” he reflects. than ever,” Arnaud notes. shares. Additionally, observing market reactions to dif-

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