We love nerding out, and if you're like us, you'll enjoying digging into why we chose the nutritional ingredients we had.

If you ever noticed on the back of many "vitamin coffees" they almost never mention who their labs are - or where they source their ingredients from. We wondered, why? It's not until you get into the "dirty side" of manufacturing that many unfortunately chose costs savings over quality. Quite frankly, it costs more to source from legitimate manufacturers that have clinical data which back up their products. The risks other companies take were far too great for us and violated our mission of creating the most efficacious and nutritional lines of healthy coffee and teas.

For us, transparency matters. It's why you'll see, on our ingredients panels, the nutraceuticals and lab manufacturers we have license agreements with.

It also comes down to actually caring. It takes time and consideration to account for every factor - taste, dosage, efficacy, biological pathways, delivery mechanisms, manufacturing, standards and host of other factors. This takes time and a team.

It's also why we named our company GENUINE.