After experiencing the detrimental results of excessive caffeine consumption, Pete and Maria Licata sought to create an answer. Cue their newest enterprise: Caffeine Management.
BY VASILEIA FANARIOTI
SENIOR ONLINE CORRESPONDENT
Images courtesy of Pete Licata
When 2013 World Barista Champion Pete Licata started feeling the persistent results of burnout—stressed sleep, noon crashes, and a creeping sense of fatigue regardless of a wholesome life-style—he didn’t instantly suspect espresso.
“Regardless of a good food regimen and train, I nonetheless slept poorly, woke feeling unrested … simply form of worn down and continuously out of power,” he says. As he started to query his caffeine habits, he discovered a shocking lack of sources accessible to espresso drinkers in search of readability round caffeine content material.
That non-public revelation turned the muse of Caffeine Management Espresso, a brand new model targeted not simply on taste, however on purposeful transparency. Collectively together with his spouse, seasoned barista and competitor Maria Licata, Pete launched the corporate to fill what they noticed as a vital hole in specialty espresso: knowledgeable alternative round caffeine.
What They Provide
The Melbourne, Australia-based model debuts with 4 blends: Full Pace (totally caffeinated), Sluggish Burn (reasonable caffeine), Low Affect (low caffeine), and Clean Crusing (decaf). Every is designed to offer drinkers a transparent concept of what they’re consuming and assist handle caffeine consumption with intention.
“We’ve all had days the place caffeine makes us really feel nice—and days the place it doesn’t,” Pete explains. “Caffeine Management Espresso is about placing that energy into the palms of the drinker.”
The thought is easy however novel within the specialty sector: apply the identical degree of care and traceability utilized in sourcing and roasting, however towards caffeine content material. Every mix is examined for its particular caffeine degree, and changes are made every time a brand new lot is launched. For a subject that hardly ever quantifies caffeine past broad assumptions, this marks a shift.
A New Type of Mix
Moderately than anticipating customers to chop out espresso fully when managing caffeine, Pete and Maria have targeted on making it simpler to proceed every day rituals—with modifications. That’s the place the model’s distinctive blends of normal and decaf beans are available.
“There are few, if any, issues that may change the satisfaction of a great cup of espresso,” says Pete. “Different merchandise like tea or protein shakes can grow to be a alternative, however it at all times seems like a sacrifice. We’ve thought of this model as an answer. You would possibly know it’s essential to in the reduction of on caffeine, and we’re right here to assist deliver readability so you possibly can really do it simply.”
Maria provides that the blends are sensible too—particularly throughout her being pregnant. “I’m the largest drinker of our Low Affect mix! I haven’t had to surrender my regular espresso routine within the morning, which makes me really feel like I get to dwell only a bit extra usually proper now.”
Not Simply Decaf—Outlined Caffeine
The problem, they admit, lies in delivering each accuracy and taste. “Creating our requirements for a way a lot espresso ought to be in a serving, testing caffeine ranges, and speaking why what we do is useful for folks—that’s been the arduous half,” Pete says.
They’ve chosen to keep away from percentage-based labels like 50% or 25% caffeine, which, with no baseline, could be deceptive. As a substitute, blends are labeled with approximate milligrams per serving, inside a variety of ±5 milligrams. In accordance with Pete, this method is “clearer, and finally extra helpful for folks making every day choices.”
Business Reception
Whereas one would possibly anticipate skepticism, the response from inside the espresso trade has been largely constructive. “I feel many others have been by means of related experiences to myself,” Pete says. “Our method—specializing in caffeine and methods to management it, reasonably than get rid of it or ignore it—is sensible.”
Nonetheless, he acknowledges a broader data hole. “We take into account ourselves specialists on all issues espresso, but when requested how a lot caffeine is in a cup, or what the advisable consumption is, most of us don’t know. We now have a complete different avenue of experience we will discover and provide to the world.”
For Pete and Maria, this isn’t about demonizing caffeine; it’s about understanding it. Their long-term mission entails enhancing trade consciousness and enabling baristas and customers alike to make knowledgeable selections. “We must always be capable to give knowledge, advocate choices relying on want, and believe in low-caff or decaf choices,” Pete says.
Direct to Drinkers, For Now
At launch, Caffeine Management is specializing in direct-to-consumer gross sales by means of its web site. The choice is partly strategic, and partly philosophical. “We’re self-funded,” Pete explains, “(and) we really feel that since we’re offering an answer to the person, a web based store can be one of the best place to begin.”
That stated, they’re open to exploring café partnerships the place demand exists. “An increasing number of folks make espresso at dwelling as nicely,” Maria notes, “and it simply is sensible to satisfy clients the place they already are.”
Wanting Forward
So the place do they hope to take this concept? Pete is cautious about specifics however clear about ambition. “Whether or not it means folks solely come to us for data about methods to regulate their caffeine consumption, or that now we have a product in each market, now we have large targets,” he says.
In 5 years, they hope to construct a thriving workforce, forge direct relationships with espresso producers, and set up a tradition that features caffeine knowledge as a core a part of espresso experience. “We need to assist folks combating caffeine,” Pete says. “And we predict there are individuals who may benefit almost in all places.”
ABOUT THE AUTHOR
Vasileia Fanarioti (she/her) is a senior on-line correspondent for Barista Journal and a contract copywriter and editor with a major deal with the espresso area of interest. She has additionally been a volunteer copywriter for the I’M NOT A BARISTA NPO, offering content material to assist educate folks about baristas and their work.
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