We caught up with the brilliant and insightful Emmanuel Gyebison a few weeks ago and have shared our conversation below.

Emmanuel, looking forward to hearing all of your stories today. How did you come up with the idea for your business?

The Breakthrough Idea
The breakthrough came with the concept of integrating mushrooms into drink mixes. This approach promised to blend health benefits with the pleasure of a refreshing drink, making it easier for people to incorporate into their daily lives. This innovation aimed to transform the perception of mushroom supplements from medicinal to enjoyable.

Logic and Market Need
Emmanuel’s logic was clear and compelling. There was a rising trend in health and wellness towards natural supplements. However, the market was saturated with products that felt too medicinal. By offering mushroom-based drink mixes, Green Yams positioned itself uniquely. These products could easily become part of daily routines, catering to both health enthusiasts and those looking for an easy nutritional boost.

Solving a Problem
Green Yams addressed a specific problem: the inconvenience and clinical feel of existing mushroom supplements. By creating delicious and easy-to-consume drink mixes, the company offered a solution that no one else was providing. The products were not only healthful but also shelf-stable.

The Evolution of the Idea
The seed for Green Yams was planted in 2017 when Emmanuel started taking Lion’s Mane capsules after hearing Paul Stamets speak about their benefits. This sparked a fascination with natural supplements. Initially, Emmanuel experimented with CBD and matcha, seeking a clean, healthy, and enjoyable way to consume these natural products. However, the reception was mixed, with more pushback than anticipated.

The Shift to Lion’s Mane and Matcha
In 2020, Emmanuel pivoted to combining Lion’s Mane and matcha, recognizing that these ingredients didn’t carry the same stigma as CBD and were gaining popularity. At that time, there were fewer than five companies offering similar products, with Four Sigmatic being the most notable. The combination of Lion’s Mane and matcha was particularly appealing because matcha was novel, packed with benefits, and aligned perfectly with the wellness trend.

A Unique Market Position
This pivot proved to be a game-changer. The combination of Lion’s Mane and matcha offered a unique selling proposition that set Green Yams apart in a burgeoning market. The products were designed to be not only beneficial but also enjoyable and easy to incorporate into daily routines, addressing a gap that no other company was fully meeting at the time.

Conclusion
Emmanuel’s journey with Green Yams is a testament to innovation driven by personal experience and market insights. From the early days of experimenting with supplements to finding the perfect blend of Lion’s Mane and matcha, the focus has always been on creating products that enhance health in a pleasurable, accessible way. Green Yams continues to thrive by staying true to this vision, offering unique, high-quality products that meet the evolving needs of health-conscious consumers.

Emmanuel, 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’m Emmanuel Gyebison, the founder of Green Yams. My journey to the American Dream began in Ghana, where I was born and raised. In 2002, my brother and I joined our parents in Knoxville, Tennessee, after my mother won the visa lottery and secured green cards for our family. My mom’s cousin, who was pursuing a Ph.D. at the University of Tennessee, Knoxville (UTK), sponsored us, making Knoxville our new home.

My academic journey led me to UTK, where I pursued a degree in Marketing and International Business. This educational background laid the foundation for my entrepreneurial aspirations. After graduating, I worked for a digital marketing agency in sales for three years, aiming to master sales skills. However, I felt unfulfilled working towards someone else’s dream. In January 2020, I decided to take a leap and start my own business, intending to quit my job within five months to focus on my venture.

#### The Genesis of Green Yams

Green Yams was born from a blend of personal health experiences and a desire to offer natural, enjoyable supplements. I had been taking Lion’s Mane capsules since 2017 after hearing Paul Stamets discuss their benefits. My initial foray into natural products involved matcha, which I found to be both healthy and energizing. However, I realized that combining Lion’s Mane with matcha could offer a unique, powerful, and enjoyable way to supplement daily nutrition.

By 2020, the market for mushroom-based products was still relatively niche, with fewer than five companies offering similar products. This gap presented an opportunity. I combined Lion’s Mane mushrooms with matcha to create products that were not only healthy but also enjoyable and easy to incorporate into daily routines.

#### Our Products

Green Yams specializes in mushroom-based products, particularly our innovative drink mixes. Our product line includes:

– **Mushroom Brew with Blueberry**: A refreshing drink mix that combines the health benefits of mushrooms with the delightful taste of blueberry.
– **Matcha Lion with Pineapple**: An energizing blend of Lion’s Mane mushrooms and matcha, enhanced with the sweet tang of pineapple.
– **Powder Mixes**: Our versatile powder mixes include Mushroom Brew and Matcha Lion, available in various sizes to suit different needs. These powders are easy to add to smoothies, teas, or any favorite beverages, making them a convenient way to boost daily nutrition.
– **Mushroom Grow Kits**: For those who want to cultivate their own mushrooms at home.
– **Gourmet Mushrooms**: We grow and sell gourmet mushrooms, including varieties like Lion’s Mane and Reishi, which are known for their health benefits.

Each product is designed to be shelf-stable, sugar-free, and easy to use, making it simple for customers to enjoy the benefits of mushrooms in their daily lives.

#### Farmers Markets and Community Engagement

Green Yams started out at farmers markets, and they remain a crucial part of our business model. I run seven markets in Denver and the surrounding areas, while my brother, Stephen Gyebison, manages the Knoxville branch. Our presence at farmers markets allows us to connect directly with our customers, educate them about the benefits of our products, and receive valuable feedback.

What We Solve

At Green Yams, we address several key issues:
– **Convenience**: Our products make it easy to integrate the health benefits of mushrooms into daily routines without the hassle of capsules or tinctures.
– **Stigma**: By offering enjoyable drink mixes, we overcome the stigma associated with more clinical supplements.
– **Health**: We provide natural, clean, and effective ways to boost cognitive function, energy levels, and overall wellness.

#### What Sets Us Apart

What truly sets Green Yams apart is our commitment to innovation and quality. We stand out by:
– **Unique Formulations**: Our blends of Lion’s Mane and matcha are unique in the market, offering both novelty and comprehensive health benefits.
– **High Standards**: We ensure all our products are of the highest quality, using only natural and clean ingredients.
– **Customer Focus**: We are dedicated to making our products enjoyable and accessible, turning a health supplement into a delightful daily ritual.

#### Our Proud Achievements

One of our proudest achievements is the positive impact we’ve had on our customers’ lives. Hearing stories of how our products have improved mental clarity, boosted energy, and made wellness more enjoyable keeps us motivated. Additionally, Starting events like the Knoxville Mushroom Festival in 2022 has allowed us to connect directly with our community and share our passion for mushrooms.

#### What We Want You to Know

We want potential clients, followers, and fans to know that Green Yams is more than just a business; it’s a commitment to health, innovation, and enjoyment. We believe in the power of nature to enhance well-being and are dedicated to making these benefits accessible to everyone. Our journey is driven by a love for what we do and a desire to make a positive difference in the world.

Thank you for taking the time to learn about Green Yams. We look forward to continuing to serve our community with products that support and enhance a healthy lifestyle.

### Green Yams: Overcoming Challenges

Like many entrepreneurial ventures, the journey of Green Yams has been far from smooth. We’ve faced several challenges and struggles, each serving as a learning opportunity and a stepping stone toward our growth. Some of the key challenges include:

– **Market Entry and Product Acceptance**: Initially, introducing mushroom-based products in a market unfamiliar with their benefits posed a significant challenge. Educating consumers about the health advantages and versatility of mushrooms was crucial. Overcoming initial skepticism required persistent effort and strategic marketing.
– **Pandemic Impact**: The onset of the COVID-19 pandemic in early 2020 was a significant hurdle. It disrupted our initial plans, especially regarding physical market presence and in-person promotional events. Adapting to this new reality meant rapidly shifting focus towards online marketing and sales channels.
– **Supply Chain and Production Scaling**: As demand for our products grew, efficiently scaling up production while maintaining quality and sustainability standards became challenging. Ensuring a consistent supply of high-quality ingredients, particularly mushrooms, required establishing reliable supply chains and considering local cultivation options.
– **Financial Management and Funding**: Managing finances, especially during the early stages of the business, was a significant challenge. Allocating resources effectively between product development, marketing, and operational expenses required careful planning. Access to funding and managing cash flow was also essential to our growth strategy.
– **Navigating Regulatory Landscape**: Understanding and complying with the regulatory requirements for natural products was complex. Ensuring our products met all legal and consumer safety guidelines was paramount.
– **Brand Differentiation and Positioning**: In a competitive health and wellness market, establishing Green Yams as a unique and trustworthy brand was crucial. This involved creating quality products and building a brand story that resonates with our values and connects with our customers.
– **Personal Sacrifices**: Personal sacrifices were inevitable with any entrepreneurial journey. Balancing the demands of growing business with personal life, especially during the relocation of our founder to Colorado, required resilience and adaptability.

Despite these challenges, Green Yams has persevered, using each obstacle as an opportunity to learn, adapt, and grow. The support from the Knoxville community, the dedication of our team, and our commitment to our core values have been instrumental in overcoming these hurdles. These experiences have strengthened our business and deepened our resolve to continue offering innovative, healthy, and sustainable products to our customers.

### Surprising Aspects of Green Yams

One surprising aspect about Green Yams, which many who know our brand might not be aware of, is the deep cultural and personal roots that inspired its creation. While our focus on mushroom-based products and sustainability is evident, the backstory and the personal journey of our founder, Emmanuel Gyebison, hold intriguing elements that are less commonly known.

– **West African Heritage Influence**: Emmanuel’s West African heritage significantly influences the Green Yams. Our brand’s name, ‘Yams,’ is a nod to this heritage, as yams are a staple and culturally significant food in West Africa. This connection reflects not just in our branding but also in the values and ethos of our business.
– **Transition to Mushrooms**: Initially, Green Yams explored various natural products. However, Emmanuel’s personal experience and belief in the benefits of mushrooms led to a pivotal shift in focus. This transition, driven by personal conviction rather than market trends, is a testament to our brand’s authenticity and commitment to health and wellness.
– **Emmanuel’s Educational Journey**: Emmanuel’s academic background in Marketing and International Business has played a crucial role in shaping the strategic direction of Green Yams. This aspect of his journey, especially his keen interest in entrepreneurship cultivated during his university days, is a foundational pillar of our business model.
– **Family-Centric Business Approach**: Green Yams is deeply family-oriented. The involvement of Emmanuel’s brother, Stephen, especially during the expansion phase and Emmanuel’s relocation to Colorado, highlights the importance of family support and collaboration in our business.
– **Vision Beyond Business**: Our founder’s vision extends beyond running a successful business. Emmanuel is passionate about community engagement, education, and promoting a sustainable lifestyle. These aspects drive our initiatives, like the mushroom cultivation classes and the Knoxville Mushroom Festival, aiming to create a broader impact than just commercial success.
– **Adaptability and Resilience**: The story of Green Yams is also a story of adaptability and resilience. The ability to pivot during challenging times, like the COVID-19 pandemic, and the continuous evolution of our product line in response to market dynamics and personal beliefs are less known yet critical elements of our journey.

These facets of Green Yams and our founder’s story add depth and richness to our brand, highlighting that we are not just about selling products but are deeply rooted in cultural values, personal conviction, and community.

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

### Manufacturing at Green Yams

#### The Journey to Manufacturing

When I founded Green Yams, I had a clear vision: to create a business that was as vertically integrated as possible. This meant not only formulating our unique products but also manufacturing them in-house to maintain control over quality and production processes. The journey to achieve this was both challenging and rewarding.

#### Starting Out

I didn’t start with a background in food sciences, but my passion for creating natural, healthy products drove me to learn. I began by using a commercial kitchen to formulate and combine my drink mixes. This space allowed me to experiment and perfect my recipes for products like Matcha Lion and Mushroom Brew.

#### Learning the Ropes

To ensure the quality and shelf-stability of my products, I dove into the science behind food preservation. I learned about water activity levels and their importance in determining how long a product can stay fresh without refrigeration. By growing and drying my own mushroom powders, as well as sourcing them, I could control the quality from start to finish. I sent these powders to labs for testing to ensure they met the necessary standards for shelf stability.

#### Certification and Production

Recognizing the need for formal training, I enrolled in a course at UTK that specialized in better processing techniques. This certification allowed me to produce small batches of shelf-stable drinks. I use a low-acidified process, incorporating ingredients like blueberry and pineapple to enhance both flavor and preservation. This training was crucial for producing Matcha Lion and Mushroom Brew on a larger scale.

#### Overcoming Challenges

One of the biggest challenges was finding a local facility that could produce small batches of my products. When it became clear that no such place existed nearby, I decided to take on the task myself. This decision allowed me to bootstrap my business, reduce costs, and minimize the risk of running out of funds.

#### Vertical Integration

By handling both the formulation and manufacturing processes, I gained significant control over my product quality. This vertical integration meant that I could ensure consistency and maintain high standards without relying on external vendors. It also allowed me to innovate more freely, responding quickly to customer feedback and market trends.

#### Lessons Learned

1. **Self-Education is Key**: Diving into food sciences and production techniques was essential. Continuous learning allowed me to overcome initial hurdles and ensure the quality of my products.
2. **Flexibility and Adaptability**: Starting with a commercial kitchen and then moving to a shared production facility requires flexibility. Being adaptable helped me navigate challenges and find effective solutions.
3. **Quality Control**: Handling production in-house allowed me to maintain strict quality control, which is crucial for building a trustworthy brand.
4. **Cost Management**: Bootstrapping the business by doing much of the production myself reduced costs and financial risk, helping me manage resources more effectively.
5. **Community and Networking**: Leveraging resources like the UTK better processing course and local commercial kitchens was invaluable. Networking with other local businesses and experts provided support and guidance.

### Conclusion

Manufacturing at Green Yams is a testament to our commitment to quality and innovation. By taking control of the production process, I ensured that our products met the highest standards while maintaining the flexibility to grow and adapt. This journey, though filled with challenges, has been instrumental in shaping Green Yams into the unique, customer-focused brand it is today.

What’s a lesson you had to unlearn and what’s the backstory?

### A Lesson I Had to Unlearn

One crucial lesson I had to unlearn was the belief that I had to do everything myself to be authentic and real. This misconception, which I realized was a common trap for many business owners, was highlighted in the book *The E-Myth* by Michael E. Gerber. The book opened my eyes to the pitfalls of trying to handle every aspect of the business on my own and the importance of delegation.

#### The Backstory

When I started Green Yams, I believed that being hands-on in every part of the business was essential to maintaining its authenticity. I was involved in everything from product development to sales and marketing. This approach, while initially beneficial, quickly became overwhelming and unsustainable as the business grew.

Reading *The E-Myth* was a turning point. The book discusses how many small business owners fall into the trap of doing everything themselves, which ultimately limits their ability to scale and leads to burnout. I realized I had fallen into this cliché trap and needed to change my approach to become a better leader.

#### Transitioning to Delegation

Recognizing the need for change, I began focusing on cultivating a strong, hardworking, and intelligent team around me. The goal was to delegate tasks effectively, allowing me to concentrate on strategic growth and leadership. Starting last year, I involved more people in promoting and selling my products. This year, I am considering bringing in salespeople to expand our wholesale business.

#### The Role of Family, Friends, and Team

Another aspect of this lesson was understanding the value of relying on my family, friends, and team members. Over the years, they have been instrumental in helping me out during jams, overbooked periods, and various challenges. Unlearning the idea of 100% self-reliance was essential, as it allowed me to appreciate the importance of support systems and collaboration.

#### Continuous Learning

This lesson is still a work in progress. Becoming a better leader and learning to delegate effectively is an ongoing journey. However, recognizing the need to let go of the “do-it-all” mentality has already started to make a positive impact on the business. By empowering others and building a capable team, I am not only enhancing the efficiency of Green Yams but also ensuring its long-term sustainability and growth.

Contact Info:

• Website: https://Greenyams.com
• Instagram: http://instagram.com/greenyamsteas
• Facebook: http://facebook.com/Greenyamsteas

Image Credits

Emmanuel Gyebison, Green Yams LLC