We recently connected with Joanna Johnsen and have shared our conversation below.
Joanna , looking forward to hearing all of your stories today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
At The Roasted Purpose, our mission is Good for You and Good for Others. This isn’t just a tagline—it’s the heart of why we do what we do.
The story begins with my own journey. In my 30s, I faced serious health challenges that made me re-evaluate my lifestyle. I discovered I had food sensitivities that required me to eliminate dairy, gluten, corn, and peas from my diet. These restrictions made finding clean, nourishing options incredibly challenging, especially when it came to protein and coffee, two staples in my routine. The struggle sparked an idea: what if I could create a product that not only met my nutritional needs but was also free from syrups, artificial ingredients, and unnecessary fillers?
As my health improved, I realized this was bigger than me. I saw how many others, especially busy moms like myself, were looking for simple, wholesome options to fuel their day. That’s how The Roasted Purpose was born—a way to bring clean, protein-enriched coffee to people who wanted more from their daily cup.
But the mission didn’t stop there. Our family has always been passionate about helping others, and we saw an opportunity to use our business as a platform for change. With every purchase, our customers are helping us support programs to get kids off the streets and into opportunities where they can thrive. This is personal for us—every child deserves a chance, and we’re driven to make a difference, one cup of coffee at a time.
Our mission is meaningful because it connects our passion for health with a purpose for giving back. It’s not just about selling a product—it’s about nourishing lives, empowering communities, and uplifting those who need it most.
Joanna , 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?
Hi, I’m Joanna Johnsen, the founder of The Roasted Purpose—a protein coffee company with a mission to nourish, empower, and uplift. My journey into this industry wasn’t a straight path, but rather a deeply personal one, shaped by challenges, faith, and a desire to help others live better lives.
In my 30s, I faced significant health challenges, including joint swelling and chronic fatigue. After working with a nutritionist, I discovered I had several food sensitivities, which required me to eliminate dairy, gluten, and other common ingredients from my diet. It wasn’t easy to find nourishing options that aligned with these restrictions, especially when it came to coffee—a staple in my daily routine. I also noticed how many popular drinks were packed with artificial sweeteners, syrups, and fillers that left people crashing mid-morning.
These challenges inspired me to create The Roasted Purpose: clean, protein-enriched coffee made with organic coffee, grass-fed bovine collagen, cashews, organic monk fruit, and natural flavoring. Our lattes are dairy-free, sugar-free, and free from artificial additives, making them a nourishing choice for people who care about what goes into their bodies.
What Problems Do We Solve?
Our products are designed to solve multiple challenges for busy people:
Convenience: Our protein coffee is a quick, satisfying breakfast for those with tight schedules.
Sustained Energy: With 18g of protein in every cup, it keeps you full and energized without the crash.
Clean Ingredients: We provide a healthier alternative to traditional coffee drinks by eliminating fake syrups, sugars, and unnecessary fillers.
Gut Health and Beauty Benefits: The collagen in our coffee supports gut health, stronger nails, better skin, and overall wellness.
What Sets Us Apart?
What truly sets us apart is the heart behind our business. At The Roasted Purpose, we’re not just selling a product—we’re creating impact. For every cup sold, we help support programs to get kids off the street and into opportunities where they can thrive. This dual mission—Good for You and Good for Others—is woven into everything we do.
We’re also proud of our family roots. Our business is a family effort involving myself, my husband Matt, and our son Jayden. Together, we manufacture everything in the USA and remain hands-on with every aspect of the business, from product development to creating reels for social media.
What Are We Most Proud Of?
I’m incredibly proud of how far we’ve come, from selling locally to expanding into retail stores like Hy-Vee, Amazon and local nutrition stores. But what fills my heart the most is hearing how our coffee has changed lives. Customers tell us it’s helped them start their day with intention, curb cravings, heal their gut, and even make time for themselves amidst the chaos of life.
What Should You Know About Us?
If there’s one thing I want people to know, it’s that The Roasted Purpose is more than just a coffee brand. It’s a family-run business driven by faith, health, and community. We’re here to provide products that nourish your body while also fueling a greater purpose—helping those in need. Whether you’re a busy mom, an on-the-go professional, or someone seeking a better start to your day, we’re here to be part of your journey.
Okay – so how did you figure out the manufacturing part? Did you have prior experience?
Our story begins in the most humble of settings—our kitchen. When I first set out to create a protein coffee that was clean, nourishing, and free of artificial ingredients, I had no manufacturing experience. My background is in sales, not production, but I had a vision: I wanted to create a product that was crafted with care and purpose.
The early days were a whirlwind of trial and error. I spent countless hours researching everything from ingredient sourcing to mixing processes. It was messy and challenging, but I wouldn’t trade those lessons for anything. They taught me not just how to refine the product but how to embrace persistence and creativity in problem-solving.
From the beginning, I knew I wanted to keep manufacturing in-house. It wasn’t just about control over quality—it was about the bigger picture. As we grow, my dream is to create a space where kids we help get off the streets can come work, gain valuable skills, and feel empowered to build a brighter future. This vision drives every decision we make, from how we structure our facility to the culture we foster in our organization.
There’s something deeply rewarding about manufacturing our product in-house. It allows us to stay connected to our values, maintain the highest quality standards, and ensure every cup of The Roasted Purpose protein coffee is crafted with care. Along the way, I’ve learned that manufacturing is as much about adaptability as it is about precision. Flexibility, a commitment to learning, and surrounding yourself with the right people are key to navigating this space.
Our journey from kitchen experiments to a growing manufacturing operation reflects the heart of our brand: a commitment to creating products that nourish and uplift while building opportunities for others. It’s a story of growth, resilience, and staying true to our purpose, and I’m proud of every step we’ve taken to get here.
Any fun sales or marketing stories?
One of my favorite sales stories isn’t just about a sale—it’s about a pivotal moment that completely reshaped our vision for The Roasted Purpose.
It all started when my husband, Matt, stopped by a local health food store to pick up some supplements. As he was checking out, he struck up a conversation with the store owner. Matt is passionate about what we do, shared our story and introduced them to our protein coffee. What happened next was unexpected: they were interested.
Matt came home that day buzzing with excitement. “They want to carry our product!” he told me, his enthusiasm was contagious. But as the news sunk in, so did the reality—we weren’t ready. Up until that point, our entire vision had been centered on selling online. We had no packaging designed for retail shelves, no wholesale strategy, and no experience navigating the complexities of distribution.
It was a crossroads moment for us. We could’ve said, “No, we’re not ready,” and stayed in our comfort zone. But instead, we chose to embrace the challenge. The idea of seeing our products on store shelves felt both thrilling and terrifying. We had to pivot quickly—learning everything from wholesale pricing structures to how to design packaging that would stand out.
The first few months were a whirlwind of research, trial, and adjustment. It was messy at times, but the process taught us so much about flexibility and the importance of being open to opportunities that don’t look like what you originally planned.
That single conversation Matt had in the nutrition store sparked a shift that has transformed our business. It opened the door to retail—a path we never imagined when we first started blending protein coffee in our kitchen. And while we’re still learning and growing in this space, the experience has been a powerful reminder to always say yes to possibilities, even when you feel unprepared.
Looking back, that moment wasn’t just a sale. It was a turning point that expanded our vision and helped us realize that the impact of our mission could go far beyond what we’d originally dreamed.
Contact Info:
- Website: https://www.theroastedpurpose.com
- Instagram: https://www.instagram.com/theroastedpurpose
- Facebook: https://www.facebook.com/theroastedpurpose
Image Credits
J.Whitmore Photography