The Co-Founder of Wize Monkey on Creating a New Global Industry Around the Coffee Leaf Tea

In Episode 9 of the Disruptors for Good podcast I speak with Max Rivest, the Co-founder and CEO of Wize Monkey. By using the leaves of the coffee plant in the off-season that are typically discarded, Wize Monkey generates year-round jobs for growers and train staff with added-value skills to process and taste-test Coffee Leaf Tea.

Some of their accolades include World Tea Expo ‘Best New Product’, ‘Best Mission-Driven Business’ NEXTY Award, and multiple nominations for innovation awards.

Having a Bachelor’s in International Sustainable Development and a Master’s in International Business, Max’s personal goal is to set a new standard in the tea and coffee industries for transparency and straight-forward communications.

He is most excited about the opportunity to revolutionize the coffee industry for the better, and give back to the cultures and people that have provided so many great experiences.

About Coffee Leaf Tea

Coffee Leaf Tea has been traditionally consumed for hundreds of years in Ethiopia and Indonesia for various reasons like “helping clear the cobwebs,” “stem hunger,” and as a strong anti-inflammatory agent. We reinvented it with modern tea techniques to enhance its taste and unlock its true health potential.

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Interview Transcript

00:00

Grant: What’s up everybody? This is Grant at Causeartist. Today we chat with Max Rivest, the co-founder of Wize Tea, a company innovating around the concept of coffee leaf tea. If you don’t know what coffee leaf tea is, you’re not alone. I had no idea either.

It’s a fascinating new business model involving the coffee plant. Typically, coffee is only harvested for three months a year, leaving coffee workers with limited income and forcing them to migrate in search of work, disrupting their children’s education.

Max and his co-founder discovered a way to use the coffee plant leaves, which are usually discarded, to make tea, creating year-round employment for coffee workers and contributing to economic stability. This conversation explores Max’s journey, the impact of their innovative approach, and the potential of coffee leaf tea. Enjoy!

02:25

Grant: Let’s start with what coffee leaf tea is and how everything started. What is the product exactly?

02:34

Max: Essentially, while we were in school in France, we came across a study about the coffee leaf. It’s been consumed for hundreds of years in Ethiopia and other tropical countries, sometimes as a tea or for medicinal purposes. Intrigued, we chose it for our entrepreneurship project during our master’s program. The more research we did, the more we realized its potential.

The coffee industry typically harvests beans for only three months a year, leaving many workers unemployed for the rest of the year. By using the coffee leaves to make tea, we can create year-round employment and a new revenue stream for coffee farmers. This inspired us to start Wize Tea, aiming to innovate the industry and make a significant social impact.

05:48

Grant: Where were you getting your master’s degree when you found out about it?

05:52

Max: We were in Bordeaux, France. I grew up in North Vancouver and did my undergrad a few hours away from Vancouver. After working a couple of years in finance, which I didn’t enjoy, I decided to pursue a master’s degree in France.

My co-founder and I were in the same program and started working on this project together. It was a global entrepreneurship project, and we saw the potential to create a new beverage category with a significant social impact.

07:16

Grant: So the project was to create a fictitious company, and this is what you decided on?

07:20

Max: Yes, the project was about global entrepreneurship. We researched extensively, finding out about the seasonality and economic challenges in the coffee industry.

We realized we could make a difference by utilizing the coffee leaves. By creating a year-round income stream for coffee farmers, we could impact millions of lives. This idea checked all the boxes for us: it was innovative, solved a real problem, and had market potential. We were committed to making it a reality.

08:36

Grant: How did you move from having this idea to actually starting the business?

08:41

Max: By March, before the school year ended, I was convinced this was the idea to pursue. My family is full of entrepreneurs, so I’ve always been entrepreneurial myself. I knew I wanted to create something impactful. The more research we did, the more doors opened for us.

We contacted the original researcher and connected with people who could help us. It felt like a sign. We were passionate about the project, worked on it every night, and leveraged our professors and resources at school for feedback. By the end of the year, we had a solid plan and vision.

13:49

Grant: How did you focus your efforts and eventually find the growers in Nicaragua?

13:54

Max: We needed to find a tea company in a coffee-growing region, preferably in Latin America, because we spoke Spanish. We contacted tea companies in several countries and eventually found a small company in Nicaragua interested in our idea. I had already been to Nicaragua twice, so I knew it was a safe and beautiful place with amazing people.

We met with the tea company, who introduced us to some coffee growers. Initially, we traded a bottle of rum for some coffee leaves to test the concept. After some trial and error, we found Enrique, our third co-founder, who runs an incredible farm with excellent facilities and a commitment to quality and innovation. He became our main partner, and we’ve been working together ever since.

24:12

Grant: What was it like when you first tested the tea? Were you nervous about the outcome?

24:27

Max: Absolutely. We were really nervous. But when we tested it and found that it tasted good, it was a huge relief. It validated our efforts and showed us that this could work. It was a pivotal moment that gave us the confidence to move forward.

25:46

Grant: Did you start packaging and selling the tea immediately after that, or did you seek funding first?

25:52

Max: We had to go through Health Canada and CFIA for approval, which took about six months. In the meantime, we worked day jobs and prepared for a Kickstarter campaign. The Kickstarter didn’t reach its goal, but it gave us valuable feedback and led to opening our webstore, which generated initial sales. We then joined a social impact incubator, which helped us refine our business model and strategy.

32:08

Grant: Are you still working with Enrique in Nicaragua?

32:11

Max: Yes, Enrique is still our main partner. His farm is exceptional, with facilities for processing and housing workers, a school, and social areas. His innovative approach and commitment to quality have been crucial to our success.

34:52

Grant: What has been the impact of providing year-round employment to the local community?

34:57

Max: The impact has been significant. Year-round employment has improved stability, reducing the need for families to migrate for work and allowing children to stay in school. The average dropout age in rural coffee communities is 11, but we’re seeing higher attendance and graduation rates now. It’s incredibly motivating to see the positive changes.

39:20

Grant: This is a perfect example of how consumer power can create real social impact. Can you talk about the importance of consumer choices in driving change?

39:29

Max: Absolutely. Voting with your dollars is powerful. Consumers can drive change by choosing products that support ethical and sustainable practices. Our tea not only tastes great but also creates tangible benefits for communities in Nicaragua. It’s about making informed choices that align with your values and understanding the impact of those choices.

45:28

Grant: How has your business model evolved? What are your customers asking for?

45:35

Max: Initially, we focused on grocery stores with tea bags, but many customers wanted loose leaf tea. We launched our tin line, which has been successful. We also introduced a subscription program, which we aim to grow this year. Customers appreciate the quality and variety of our teas, and we’re constantly innovating with new blends and products.

53:35

Grant: Do you see the tea industry evolving in a similar way to the craft beer industry?

53:40

Max: Definitely. The tea industry is huge, but there’s room for innovation. We’re seeing more brands experimenting with unique blends and flavors. Tea offers endless possibilities for creativity, and we’re excited to be part of that movement. For example, we’ve collaborated with a local brewery to create a mango party cream ale, which sold out quickly. We’re also exploring other collaborations and new product ideas.

57:29

Grant: That sounds amazing. I’ve learned so much about tea from this conversation. How can listeners support Wize Tea?

57:35

Max: Listeners can support us by visiting our website, trying our teas, and sharing their experiences. We appreciate every customer and every bit of support helps us continue our mission. Thank you for having me on the podcast, Grant. It’s been great sharing our story.

1:01:58

Grant: Thank you, Max. I hope everyone enjoyed this conversation. Check out Wize Tea and support their incredible work. Next week, we’ll dive into the world of chocolate and discuss how the industry is being innovated and made more sustainable. Thanks for listening!