Alright – so today we’ve got the honor of introducing you to Jasmine Neveles. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Jasmine thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

Jasmine and Danielle, sisters and co-founders of Uncharted Coffee Supply, were inspired to start a coffee roastery from their shared passions for travel, coffee, and a deep-seated desire to make a positive change in the world. Throughout their travels, they immersed themselves in the manufacturing process and history of coffee, a journey that led them to uncover unsettling truths about the industry. They learned that the coffee sector was steeped in social injustice and environmental destruction, causing economic hardships in many coffee-producing countries.

This realization was further magnified by the social unrest following the murder of George Floyd, prompting the sisters to channel their feelings of urgency into creating a brand that stood for more than just exceptional coffee. They envisioned Uncharted Coffee as a movement aimed at addressing the social, economic, and environmental impacts plaguing the coffee industry. With a commitment to uplifting women and communities of color, often overlooked in the sector, Uncharted strives to not only produce a delicious brew but also to fill each cup with a passion for the restoration and prosperity of Black and brown communities in coffee-producing nations.

Drawing inspiration from their late mother, who instilled in them a love for coffee and the belief that they could conquer uncharted territories as strong, intelligent women of color, Jasmine and Danielle set out to transform their grief over the industry’s dark past and present into actionable change. Their mission led to the foundation of Uncharted Coffee, a premium roastery and importer dedicated to sourcing decolonized, equitable, and traceable coffee. By choosing small-batch, limited-edition coffee beans that positively impact lives, Uncharted Coffee is not just a brand but a beacon for an equitable world where the planet, profits, and people thrive together.

In addressing the multifaceted problems of environmental degradation, social injustice, and economic disparity in the coffee industry, Uncharted Coffee represents a radical shift towards ethical sourcing, fair wages, inclusion, and community restoration. Their approach challenges major corporations, governments, and consumers alike to consider the impact of their choices on coffee farmers and the environment, making Uncharted Coffee not just a choice but a statement for a better future.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

At Uncharted Coffee, we are passionate about creating a more equitable coffee industry that uplifts people and protects the planet. Our unique value proposition is one of sustainable agriculture in which our farmers are rewarded through livable wages and our environment is respected via reduced agricultural impact. By buying Uncharted Coffee, you can trust that you’re doing your part to empower communities of color while also helping to restore local ecosystems in regions all around the world. Our mission statement is to be a leader in ethical sourcing for specialty coffee, so that everyone – from producer to consumer–can benefit from meaningful relationships with each other and their respective environments. Our vision drives us forward: a future where mutual prosperity brings progress and hope between business, culture, climate change, and the intersectionality of all people on this earth.

How did you build your audience on social media?

Uncharted Coffee Supply effectively built their social media presence, particularly on Instagram, by leveraging a multifaceted approach that centered around high-quality content creation, engaging storytelling, and strategic teaser campaigns. Here’s how they crafted a compelling narrative that resonated with their audience and fostered a strong, engaged community.
1. High-Quality Content Creation

**Visual Appeal:** Understanding Instagram’s visual-centric platform, Uncharted Coffee focused on creating visually stunning content that highlighted the beauty and depth of coffee—from beans to brew. This included professional photography of their coffee products in various settings, from the exotic locations of their origin to the cozy ambiance of a coffee lover’s home. By ensuring each post was not only beautiful but also aligned with their brand’s aesthetic, they maintained a cohesive and attractive feed.

**Educational Posts:** They regularly shared educational content that dove into the nuances of coffee production, the significance of ethical sourcing, and the impact of supporting small-scale farmers. This not only informed their audience but also positioned Uncharted Coffee as a thought leader in the industry, fostering trust and credibility.

2. Engaging Storytelling

**Founders’ Journey:** The narrative of Jasmine and Danielle, the founders, was central to Uncharted Coffee’s storytelling strategy. They shared their journey of discovery, passion for coffee, and the challenges they faced in creating a brand that aimed to redefine the industry. By personalizing their brand, they connected with their audience on an emotional level, making their followers feel part of Uncharted Coffee’s mission.

**Impact Stories:** They frequently posted stories of the communities, farmers, and individuals positively impacted by their business model. Sharing success stories and testimonials helped illustrate the real-world impact of their customers’ support, thereby enhancing customer loyalty and brand advocacy.

3. Teaser Campaigns

**Product Launches:** Uncharted Coffee adeptly used teaser campaigns to build anticipation for new product launches. They would gradually release hints and sneak peeks of new coffee varieties, merchandise, or collaborations, stirring curiosity and excitement among their followers.

**Engagement Driven Campaigns:** Leading up to a launch or event, they might run contests, polls, or Q&A sessions that encouraged user interaction, further amplifying engagement and reach through user-generated content and word-of-mouth.

**Exclusive Behind-the-Scenes:** They offered followers a glimpse behind the scenes, sharing the process of sourcing, roasting, and packaging. This transparency not only intrigued their audience but also reinforced the brand’s values of transparency and ethical practices.

4. Growing Engagement on Instagram

By consistently delivering high-quality content, telling compelling stories, and engaging their audience with teaser campaigns, Uncharted Coffee successfully cultivated a loyal and engaged community on Instagram. This approach not only helped in growing their follower count but also ensured high levels of engagement through likes, comments, shares, and saves, ultimately translating into a solid brand presence and increased sales. Their strategy underscores the power of combining aesthetic appeal with meaningful content and interactive campaigns to foster a vibrant and engaged social media community.

We’d love to hear about how you keep in touch with clients.

Uncharted Coffee Supply harnessed the power of owned channels, notably email marketing through Klaviyo, to forge and nurture brand loyalty among its customers. Recognizing the direct and personalized nature of email, Uncharted strategically utilized this platform to maintain close contact with its audience, providing them with more than just promotional content but a narrative and value that resonated deeply.

1. Personalized Communication
Leveraging Klaviyo’s advanced segmentation and automation capabilities, Uncharted Coffee sent highly personalized emails to different segments of their audience. This personalized approach ensured that customers received content relevant to their preferences and purchasing history, from new product launches that matched their taste profiles to stories about how their purchases contributed to social and environmental causes.

2. Storytelling and Value Sharing
Uncharted Coffee’s emails went beyond typical sales pitches. They included stories of the communities and lives transformed through their ethical sourcing practices, updates on sustainability efforts, and educational content about coffee culture and brewing techniques. This approach helped deepen the customers’ connection with the brand, seeing themselves as part of a larger mission rather than just consumers.

3. Exclusive Offers and Early Access
To reward their email subscribers and encourage brand loyalty, Uncharted provided exclusive offers, discounts, and early access to new products or limited editions through their email newsletters. This not only incentivized sign-ups but also fostered a sense of exclusivity and privilege among their email audience, making subscribers feel valued and special.

4. Feedback Loops
Uncharted Coffee also used their email channel as a two-way communication street. By soliciting feedback and engaging in direct conversations with their customers through surveys and response-inviting emails, they gathered invaluable insights into customer preferences, concerns, and ideas. This feedback loop allowed Uncharted to adapt and refine their offerings and strategies in alignment with their customers’ needs and desires, further strengthening brand loyalty.

5. Educational Content
Understanding the value of informed customers, Uncharted Coffee supplied a steady stream of educational content through their emails. This included brewing guides, the science behind coffee flavors, and tips for enhancing the coffee experience. By empowering customers with knowledge, Uncharted not only positioned itself as an expert in the field but also enhanced customer engagement and loyalty through shared interests and learning.

6. Community Building
Finally, Uncharted Coffee used their email platform to foster a sense of community among their customers. By highlighting customer stories, sharing user-generated content, and inviting subscribers to exclusive events (either virtual or physical), they created a space where customers felt part of a passionate, like-minded community, further solidifying their emotional connection to the brand.

Through strategic, thoughtful, and engaging use of email marketing via Klaviyo, Uncharted Coffee Supply effectively created a loyal customer base. Their approach demonstrates the power of owned channels in building and sustaining brand loyalty, by offering personalized, value-rich, and interactive content that resonates with and unites their audience.

Contact Info:

• Website: www.drinkuncharted.com
• Instagram: https://www.instagram.com/drinkuncharted/
• Linkedin: https://www.linkedin.com/company/uncharted-coffee/?viewAsMember=true