After experiencing the unfavourable 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

Photographs 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 an honest food regimen and train, I nonetheless slept poorly, woke feeling unrested … simply form of worn down and always out of power,” he says. As he started to query his caffeine habits, he discovered a stunning lack of sources obtainable to espresso drinkers searching for readability round caffeine content material. 

That private revelation grew to become the inspiration of Caffeine Management Espresso, a brand new model centered not simply on taste, however on useful transparency. Collectively along with his spouse, seasoned barista and competitor Maria Licata, Pete launched the corporate to fill what they noticed as a essential hole in specialty espresso: knowledgeable selection round caffeine.

What They Supply

The Melbourne, Australia-based model debuts with 4 blends: Full Velocity (absolutely caffeinated), Sluggish Burn (reasonable caffeine), Low Impression (low caffeine), and Easy Crusing (decaf). Every is designed to provide 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 arms of the drinker.”

The concept is straightforward 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 at any time when a brand new lot is launched. For a area that not often 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 centered on making it simpler to proceed day by 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 turn into a alternative, but it surely all the time looks like a sacrifice. We’ve thought of this model as an answer. You would possibly know you want to reduce on caffeine, and we’re right here to assist convey readability so you’ll be able to truly do it simply.”

Maria provides that the blends are sensible too—particularly throughout her being pregnant. “I’m the most important drinker of our Low Impression 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 the way a lot espresso needs to be in a serving, testing caffeine ranges, and speaking why what we do is useful for individuals—that’s been the onerous 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 an alternative, blends are labeled with approximate milligrams per serving, inside a spread of ±5 milligrams. In line with Pete, this method is “clearer, and finally extra helpful for individuals making day by day choices.”

Trade Reception

Whereas one would possibly count on skepticism, the response from inside the espresso business has been largely constructive. “I believe many others have been by way of related experiences to myself,” Pete says. “Our method—specializing in caffeine and learn how to management it, reasonably than eradicate it or ignore it—is smart.”

Nonetheless, he acknowledges a broader data hole. “We think about 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 have now a complete different avenue of experience we are able to discover and supply to the world.”

For Pete and Maria, this isn’t about demonizing caffeine; it’s about understanding it. Their long-term mission includes enhancing business consciousness and enabling baristas and customers alike to make knowledgeable selections. “We should always be capable to give knowledge, advocate choices relying on want, and have faith 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 way 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 the most effective place to begin.”

That mentioned, they’re open to exploring café partnerships the place demand exists. “An increasing number of individuals make espresso at house as effectively,” Maria notes, “and it simply is smart to satisfy clients the place they already are.”

Trying 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 individuals solely come to us for data about learn how to alter their caffeine consumption, or that we’ve a product in each market, we’ve huge objectives,” he says.

In 5 years, they hope to construct a thriving staff, forge direct relationships with espresso producers, and set up a tradition that features caffeine knowledge as a core a part of espresso experience. “We wish to assist individuals combating caffeine,” Pete says. “And we expect there are individuals who may benefit practically in every single place.”

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 concentrate on 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 individuals about baristas and their work.

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