Sam Mitchell is the Co-founder of roo.bru, a health-focused beverage alternative to coffee. With a background in construction management from the University of Florida, Sam drew on his competitive surfing experience and interest in nutrition to create something better than the traditional coffee experience. He prides himself on his Australian roots, incorporating wit and a cheeky sense of fun into the roo.bru brand. Under his leadership, roo.bru remains self-funded, boasting an organic, non-GMO product line focused on ethical sourcing. Sam promotes health, wellness, and passion through innovative energy tea blends.

Modern professionals need high energy and focus, yet traditional coffee often leads to jitters, anxiety, and an afternoon crash. Many professionals struggle to find a beverage that offers sustained energy without the adverse side effects of coffee. What if there was a beverage that could replace your daily coffee and benefit your body without any of the unwanted side effects?

Successful entrepreneur Sam Mitchell dives into the story behind roo.bru, the superfood-infused drink that stands out boldly in a sea of coffee alternatives. He shares the lightbulb moment that led him to create an alternative to the traditional coffee experience that caused jitteriness and crashes. By focusing on holistic health benefits and ethical sourcing, Sam developed a product that supports cognitive function, heart health, and overall well-being, offering a practical solution to the coffee dilemma.

On this episode of the Firebelly Social Show, Duncan Alney talks with Sam Mitchell, Co-founder of roo.bru, about launching and growing a healthy beverage brand. Sam discusses how his dissatisfaction with coffee led to the inception of a new energy drink roo.bru, how organic ingredients can offer a cognitive boost without the downsides of usual stimulants, what sets roo.bru apart, and how to balance friendship and business in a startup environment.