Greenberry's Hard Coffee

Greenberry's Hard Coffee

Three major growth trends culminate in this innovative and delicious craft-roasted hard cold brew from Greenberry’s, a 28-year veteran in the beverage industry with a footprint in 5 countries.

Min investment
$110
Amount raised
$144,327
Goal
$10K-$1M
Days Left
162
Location
Charlottesville, VA

CrowdLustro Research Report

Security Type
Common Stock
Common stock is a security that represents ownership in a corporation.
Industry
Food & Bev
Filed
March 31, 2021
Expires
September 26, 2021
Valuation
$55M
Deal Structure

Price Per Share: $11.00

Use of Proceeds

Example - The Company might incur Irregular Use of Proceeds that may include but are not limited to the following over $10,000: Vendor payments and salary made to one's self, a friend or relative; Any expense labeled "Administration Expenses" that is not strictly for administrative purposes; Any expense labeled "Travel and Entertainment"; Any expense that is for the purposes of inter-company debt or back payments.

Management

Roxanne Simmons, Co-owner, CFO, and Director
Roxanne is the brains behind the Greenberry’s empire. She has a BA in Economics from the University of Boulder in Colorado. Prior to starting Greenberry’s, she worked in health insurance sales for four years. In 1992, Roxanne and her husband, Sean started Greenberry’s Coffee Roasters and Greenberry’s Coffee Co. with the opening of their first store. With her love of numbers, attention to detail, and artistic eye, Roxanne took on the role of CFO for Greenberry’s however, as we all know, no single role is dedicated to a person in a new, up-and-coming company. Roxanne crunches all the numbers but is also your go-to for all store designs, packaging, menu creations & more!

Sean Simmons, Co-owner, CEO, and Director
Sean is the vision behind the Greenberry’s empire. Originally founded in 1992 with a small roaster and a modest storefront, Sean and his wife Roxanne have grown the brand into a multi-channel, vertically integrated international success. Sean has a BA in Economics from the University of Boulder in Colorado. Prior to starting Greenberry’s Coffee Roasters he worked for Unisys for three years then moved on to owning and managing Subway franchises in Pennsylvania for eight years. As a seasoned entrepreneur with a love of the British Virgin Islands, Sean and Roxanne started a charter company called Pelican Charters in 2019, offering day and night yacht excursions around Virgin Gorda.

RJ Smith, Head Brewer
RJ, our Head Brewer or Cold Brew Master has been with the team since the launch of our canned Nitro Cold Brew lines. Cross-trained and well-rounded, RJ has vast experience in every single area of bringing Nitro to fruition including roasting, cold brew preparation; mixing, grinding, bagging, steeping, pumping, filtering, pasteurizing and canning, as well as inventory, product quality control, logistics and working with distributors. RJ's innovative side is also a big plus for us with his love of creating new flavors!

Jacob Pavlansky, Master Roaster
Jacob has been with Greenberry's Coffee Roasters for six years. A true coffee enthusiast, Jacob first started at Greenberry's as a barista at our flagship store and later was offered the opportunity to join the roasters team. Jacob holds a deep appreciation for coffee and is dedicated to perfecting every roast. His attention to detail is unmatched which shows in every cup of coffee. With his roasting prowess, he brings the true craft coffee flavor to every can of Nitro!

Julia Jachowicz, Business Development and Franchising
Julia is the right hand of the Nitro team! She does it all; overseeing primary distribution communications, liaising with the corporate-owned stores and franchising, executing on-the-ground marketing efforts, designing the packaging, and occasionally dog-sitting Mocha. Her broad experience and array of skills are the glue that keeps the Nitro team on track and on target! 

Jon Copper, Director of Marketing
Jon is an experienced marketer and leader who serves as the Director of Marketing for Greenberry's Coffee Roasters. His experience includes VP of marketing for a $10m+ non-profit, where he reshaped the marketing efforts, helping lead the 25-year-old organization to its best year, quarter, and month of revenues in their history. As the head of his own agency for 5 years, he designed and executed successful national and international campaigns in the hard cider, startup, tech, gaming, and supplement industries. With his experience in developing unique strategies and creative plans, Jon brings the talent to bring Nitro front and center with consumers.

Rick Lasocki, Director of Operations
Rick has many functions here at Greenberry's Coffee Roasters. He is the supervisor of our warehouse, production department, cold brew department, and maintenance. Rick previously owned and operated two successful businesses in the fabrication/engineering industry and in auto body. Rick can design and fix anything around headquarters. To top off his ability to do just about anything, his very calm demeanor makes Greenberry's all the more welcoming!

Mary Milton, Production
Mary started her career with Greenberry's 5 years ago, as a barista. After having mastered the bar over her two years at the coffee shop, she knew that she wanted to learn more about the company and expressed interest in joining the team at the roasting facility. Mary came on as a Receptionist but with the urge to learn more, she quickly grew into her role in Production and Purchasing. 

Matt Clements, Office Manager and Customer Service Champion
Matt joined our team nearly six months ago as Office Manager and Customer Service Champion! With a background in business management, food & beverage, office procedures, and event planning, Matt's been a wonderful addition to the team. HE is your go-to for all orders, arranging shipments, and managing accounts.

Jon Cruz, Production
Jon is our jack of all trades! He fills in just about anywhere and is always happy to learn something new. Jon is HVAC and EPA certified so is often found fixing equipment or conducting maintenance checks at our stores. Having commercial maintenance experience, Jon is a great asset to our warehouse and stores in checking that everything is working properly. On a daily basis, Jon also plays a big role in our coffee production, Nitro brewing as well as deliveries.

Sandra Schwartz, Finance and Accounting
Sandra joined the Greenberry's team one year ago. She brings many years of experience in accounting and bookkeeping. She assists the team with accounts receivables/payables, payroll, bank account reconciliation and much more. She keeps the Nitro books balanced and profitable, making sure we are making the most of your investment!

Mocha, Nitro Mascot
Loveable, huggable, and humble; Mocha is just the best!

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Key Deal Facts

First-to-market product targeting three cutting-edge growth trends in the exploding hard coffee segment (11,000% growth 2019-2020): ready-to-drink alcoholic beverages (43% growth in 2020), nitro cold brew coffee (40% growth in 2019), and craft beverages (craft spirits 24% growth in volume from 2014-2019)
Standout quality in the hard coffee and ready-to-drink alcoholic cocktail spaces: ethically sourced beans, pure and delicious flavor, neutral spirits and bourbon vs. malt alcohol, perfect levels of caffeine (34mg) and alcohol (4–5% ABV)
28-year record of success in restaurants (3 cafes in Virginia & DC), roasting and distribution (top seller for Costco and one of the first local roasters sold at Whole Foods in the Mid-Atlantic), franchising (6 domestic and 25 international locations), and direct-to-consumer online sales (228% average quarter over quarter growth in Q4 2019 and 2020)

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