We recently connected with Buster Brown and have shared our conversation below.
Buster, thanks for taking the time to share your stories with us today So, naming is such a challenge. How did you come up with the name of your brand?
Natalie (co-founder) and I wanted to elicit change in consumer habits, beginning on a local scale and growing to a nationwide movement. We understood the imminent danger of climate change, and we saw an opportunity to reduce carbon footprint by incorporating reusable packaging, locally-sourced ingredients, and environmentally-friendly practices. Counter culture is not just a catchy phrase or memorable business name. It’s a lifestyle of change and sustainability that can inspire others to do more and dispose less for the survival of our planet and all of its species. Of course, the fact that we make a cultured beverage makes the name even more meaningful to us.
Buster, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I am a kombucha consumer turned homebrewer turned entrepreneur. I fell in love with the product almost immediately, and by incorporating more fermented foods and beverages into my diet, I noticed a positive change to my health and vitality. I was convinced that we could correct some of our physical imbalances with the proper diet, not medication. I shared my homebrew kombucha with as many friends and family members that were brave enough to try such a mysterious drink. Many were impressed with the quality and urged Natalie and I to turn our hobby into a business. We recognized that the typical kombucha drinker was an eco-friendly consumer and prescriber to the locavore diet, consisting of as many locally grown foods as possible. Considering the fact there was a void of local kombucha brands at the time, we decided to launch the business and promote our brand as a more sustainable and locally-sourced kombucha with a low carbon footprint.
How’d you build such a strong reputation within your market?
We focus on product quality over marketing/sales. We source top-tier produce and herbs from some of South Florida’s best organic and/or sustainable farms. The dedication and passion of these farmers manifests itself in the amazing flavor of their harvests, which we infuse into our kombucha. Our handcrafted process ensures a vibrant and unique flavor. We may not have the flashiest designs, coolest packaging, or best price points, but I’m confident that our product’s quality is unrivaled.
What’s a lesson you had to unlearn and what’s the backstory?
The COVID-19 pandemic offered an opportunity to increase production for an anticipated spike in demand for immune-boosting superfoods, such as kombucha. In reality, demand peaked for liquor, toilet paper, and hand sanitizers. Restaurants and farmers markets were perceived as potential superspreaders and forced to close or reduce service, so our typical revenue streams dried up quickly. With many people out of work or earning less, their wallets and purses getting tighter, so too many purchases would become expendable. In our experience, this was true for kombucha. What we believed to be a staple food item in the midst of a pandemic was, in reality, nothing more than a luxury item. We were on the same sales trajectory as any other food product linked to tourism and hospitality. We were at the mercy of the restrictions on travelers, shoppers, diners, and consumers in general. As a result, we promote kombucha less as a functional food and more as a luxury food, fun and flavorful. This was, and is, a tough pill to swallow.
Contact Info:
- Website: www.counterculture.miami
- Instagram: @drinkliveculture
Image Credits
Maria Periera