Today we’d like to introduce you to Kevin Hartley.
Kevin, we appreciate you taking the time to share your story with us today. Where does your story begin?
My partner Ann and I started Cambio Roasters in 2018. After spending over a decade as Chief Innovation Officer at Keurig/Green Mountain, it was clear that consumers wanted a K-Cup® they dreamed about — great taste, recyclable, and affordable that gives back in a significant way. Cambio helps solve this – by helping nearly 40 million K-Cups® a day from going to landfills and by donating 20% of our profits to support struggling coffee-farming families.
It was clear from consumer research that shoppers didn’t want an ‘earnest’ brand, but rather an engaging K-Cup® brand they can relate to. Statistics show that 88% of consumers are looking for brands that want to do good.
When consumers think about a “do-gooder” brand, they usually aren’t able to find one that will win on both taste and price. We took winning on taste seriously with our patented K-Cup® and our 5th generation roastmaster, who masterfully crafts a delicious and memorable cup of coffee.
My passion is triple-bottom-line companies — to help make the world a better place by building brands that people love that also respect the planet and its people, instead of just profit.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
It’s been a way bumpier road than we expected! K-Cups® are one of the most competitive and heavily branded items in grocery stores, yet there is a big unmet need — 21% of K-Cup® consumers wish there was a K-Cup® they can buy that’s affordable, tastes great, and helps them to “do good while drinking good.”
To get a “yes” from a large retailer is hard, and the next “yes” is just as hard. It requires some heavy investing in supply chain, order to cash systems, marketing, and really putting yourself out there. Creating a standout sales presentation that clearly differentiates your brand is one thing, but to present it in a compelling, passionate way that shares your true passion is another.
You also have to dive headfirst into critical business areas (e.g. Order to cash, digital coupons, technology integrations) that we have limited direct experience with.
We’ve had to invest in significant packaging innovation to even get a retailer to consider the opportunity and would not have broken through to retailers without packaging innovation.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
My passion is building mission-driven brands on the national stage. I’ve done that both as an entrepreneur and as a Fortune 500 Executive. Besides Cambio Roasters, the most successful company I’ve started was the nation’s first deregulated electricity brand, Green Mountain Energy. When the U.S. deregulated electricity in 1997, we were ready by introducing Green Mountain Energy with a “Know Your Power” festival/concert headlined by James Taylor in Philadelphia. We became the fastest-growing brand in the deregulated electricity space. As a result, British Petroleum acquired Green Mountain Energy in 2000 as part of their Beyond Petroleum initiative.
For over a decade, I was the Chief Innovation Officer for Keurig/Green Mountain as we grew it from a tiny startup to a national powerhouse. Keurig use continues to soar – the US will drink 18 billion K-cups® this year. I’m most proud of being able to use business growth to create more opportunities for my employees than they ever thought possible.
Combining my optimism, passion, and using business as a force for good set the stage for our exciting launch of Cambio Roasters in 2018, currently the country’s fastest-growing K-Cup® brand. It’s what has helped Cambio break through the heavy competition — by being transparent, hard-working, relatable, and sharing my passion for what I truly believe in.
Are there any apps, books, podcasts, blogs, or other resources you think our readers should check out?
Books
– First Break All the Rules by Marcus Buckingham
– Build to Last by Jim Collins
– Blue Ocean Strategy by Kim and Mauborgne
– The Hard Thing About Hard Things by Ben Horowitz
– Start with Why by Simon Sinek
– Crossing the Chasm by Geoffrey Moore
– This is Marketing by Seth Godin
Podcast
– How I built this by Guy Raz
Contact Info:
- Email: ann@cambioroasters.com
- Website: www.cambioroasters.com
- Instagram: https://www.instagram.com/cambioroasters/
- Facebook: https://www.facebook.com/cambioroasters
- Twitter: https://twitter.com/CambioRoasters
- Youtube: https://www.youtube.com/watch?v=8M6r1i7lniI&ab_channel=CambioRoasters
Image Credits
Brady Bessette
Paula Andrea
Molina Ospina
The Bowery Collective
