2021 Inaugural "Kuju Recreation Week"

You might have heard by now that Kuju is launching nationwide in Whole Foods Market October 1. We're obviously excited about it, primarily because it's now that much easier to get your Kuju for your upcoming trip or outdoor adventure.

But the frank reality is that working towards a national launch like this is an incredible amount of work. It requires effective planning across production, operations, cash flow, and marketing to make sure the entire show goes off without a hitch. And the intensity level goes up when you're focused on holistic P&L health - not just the top line like many VC-backed ventures are (Kuju is 90% organically grown and has never taken any institutional money).

I write this mostly to say our team is tired. 2020 was a particularly tiring year and 2021 turned out not to be the post-COVID era we all were hoping for. Throw in after all that a national launch operated by a relatively small team - there's no question as to why fatigue is here.

The issue I had with this is our mission at Kuju is to Be Recreated (as in the word, "recreation") - because we believe when we are recreated, we are re-Created in a more purposeful way that inspires deeper rest, focus, peace of mind, and intentional living. Be Recreated also happens to be Kuju Value #1.

This is why beginning Sept 29, is Kuju's inaugural "Recreation Week", where the entire company shuts down so we can all be truly off and live towards our mission to Be Recreated. This also means if you don't hear any replies from Kuju for the next few days, it's because everything is on pause. Orders won't be shipping, and general operating just won't be happening - that includes activity on social media - wow!

The idea is that the team take the time to Be Recreated. For myself, I'm looking forward to a short Fall camping trip with my two daughters (age 4.5 and 1.5).

I've written before that the world does not need more product. It needs more values, humility, passion, and effort that takes us away from needing to be so on top of it all the time. And we accomplish that by putting these things in their place. Going against the grain on ruthless productivity in the hopes that we can seed a culture at Kuju that is as real as the enthusiasm our customers feel when drinking a great cup of pour over at their favorite camp site.

So here's to Kuju's 2021 Recreation Week. We apologize if we don't respond to you right away or don't ship your order immediately, but we are serious about our mission, and hope in some small way, you will join us.

Peace, love, and great pour overs to you,

Jeff

CEO / Cofounder, Kuju Coffee