Why did selling sustainable coffee directly to consumers fall flat, while selling it to businesses unlocked real traction?
This short dives into a hard lesson many impact startups learn too late. Good values do not automatically translate into consumer demand. Awareness does not equal willingness to pay.
With Sebastian Nielsen from Slow Coffee, we unpack why the B2C story struggled. The education burden was too high, the margins too thin, and the decision-making too emotional and inconsistent.
Then comes the pivot.
By moving into B2B, everything changed. Businesses understood the value faster, decisions were clearer, volumes made sense, and sustainability became part of a system rather than a moral choice at the shelf.
This is not a story about giving up on impact. It is a story about finding the right market to make an impact.
In just 9 min, you get a clear and honest look at why B2B succeeded where consumer marketing failed, and what founders should learn before choosing their go to market strategy.
Listen to the whole conversation with Sebastian here.
Tomorrow's Bites with Andrés and Sjacco