Secret Squirrel Cold Brew

American Made Since 2011

Rebecca Smith & Trevor Smith

Los Angeles, California
Organic, Fair Trade Secret Squirrel Cold Brew is a smooth, flavorful coffee concentrate that’s lovingly roasted brewed and bottled in California.

Tell us about your business.

We are lovers of coffee and coffee culture. Always exploring new ways to enjoy our favorite beverage, we began cold brewing coffee at home years ago. Inspired by the growth of artisanal handmade foods movement and our entrepreneurial spirit, we thought, "This is just too good to keep to ourselves" and Secret Squirrel was born. Our specially selected organic and Fair Trade beans are roasted to perfection, cold brewed for 18-24 hours, double filtered, and bottled quickly. The result is a smooth, never bitter, flavorful coffee concentrate with chocolate, and plum under-tones. We are focused on California and intend to expand regionally and then nationally. Maybe we’ll be a regional favorite that folks in other regions talk about and wish they had like Utz, Cheerwine, Blue Bell Homemade Ice Cream. Here is a video we put together for a limited edition all-American version of our cold brew. It was a great way to show off who we are, and to support American design & creativity.

What makes your business stand out?

Through "coffee & design" we are on a mission to create wonderful experiences and emotional connections with and for our customers. You’ll find our mission reflected our selection of high quality organic coffee beans, our decisions to be Fair Trade certified, and Non-GMO verified. It's also in the name, labels, color choices, promotions, and special projects. It’s the "coffee & design" mission that inspired our special limited edition all-American cold brew product, where we sourced American grown coffee beans, and partnered with amazing designers to create keepsake growlers. In the long run we want to use our business as a platform to support and initiate social entrepreneurial projects.

What's the best business advice you've received?

We take our cues from amazing entrepreneurs like Elon Musk, Steve Jobs, and our mentor John Stocking (founder of Endangered Species Chocolates). The basis for their success is they each had a big vision for their business, they questioned “expert” opinion, wouldn’t take no for an answer, and used design-thinking to find a way meet their entrepreneurial goals.

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