The Foundr Podcast with Nathan Chan 633: We Built a $42M Business by Reinventing Coffee | Purity Coffee
Feb 20, 2026
Amber Salisbury, co-founder focused on culture and ritual-driven customer experience. Andrew Salisbury, co-founder who led two years of R&D to create a health-first specialty coffee. They discuss a marriage argument that sparked the brand. They lab-tested 59 coffees and engineered roasts for beneficial compounds. They cover regenerative farming investments, product-first launches, margins that fund innovation, and ritual-led brand extensions.
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Fight That Sparked A Coffee Company
- Amber and Andrew’s business started from a marriage fight about coffee and a challenge to 'bring the science.'
- That argument led them to two years of R&D with leading coffee scientists to build Purity Coffee.
Build The Product Before The Pitch
- Spend time on product fundamentals before marketing: Purity spent two years on R&D before selling a single bag.
- Validate taste, health impact, and repeat purchase potential before scaling advertising.
Lab Proof Beat Assumptions
- Lab tests showed Purity scored number one out of 59 top U.S. coffee brands for the compounds they cared about.
- That validation proved their health-focused decisions translated into measurable product improvement.