We're heading back to New York's Javits Center for the Specialty Food Association's Summer Fancy Food Show, and this year we're showing up as a different brand than the one some of you met last time. From June 28 to 30, you'll find us at Booth 4824B in the Naturally Network section, pouring all three flavors of our USDA Certified Organic yaupon tea, hot and over ice. It's the trade show debut of our new look, and of the identity behind it: Clean American Caffeine.
A new look, built on American roots
The new identity leans hard into where yaupon comes from. Yaupon holly is America's only native caffeinated plant, and we built the brand around that fact. We were going for diner warmth: familiar, a little nostalgic, the kind of thing you reach for without overthinking it. The three flavors are now Original, Bold, and Mellow, and on a crowded specialty shelf, the packaging is designed to be hard to walk past.
"Coffee crosses an ocean to get to your mug. Yaupon grows in the American South," said Liam Trotzuk, our co-founder and CEO. "Almost every cup of caffeine Americans drink starts on another continent. We're here to build homegrown caffeine into a category of its own."
One ingredient, and that's the whole list
Open a pouch and the ingredient list reads exactly one item: organic yaupon holly. It's grown on family-run farms across the American South with nothing but rainwater and sunshine. No sweeteners or additives, and nothing artificial.
The lift comes from a natural pairing. Yaupon contains caffeine for alertness and theobromine, the same compound found in dark chocolate, which has been studied for its effects on mood and focus. Caffeine sparks the energy, and theobromine smooths it out. The leaf also contains antioxidant polyphenols and flavonoids, including rutin and chlorogenic acid. If you want the longer version, here's how yaupon's energy works.
"People taste it and assume there's more to it than one ingredient," said Andrew Little, our co-founder and chief strategy officer. "Then we tell them it's just one plant, grown organically in American soil. That moment of surprise is our favorite part, and we'll be chasing it all week in New York."
Come taste all three, hot and iced
We'll be serving every flavor hot and over ice, all three days. Here's what to expect from each.
- Original (Bright and Crisp): subtly sweet and a little floral up front, then a clean, light finish. A natural fit if you drink green tea, matcha, or yerba mate.
- Bold (Rich and Toasted): opens rich and a touch nutty, with warm toasted notes that settle into a smoky center. The one for black tea, Pu-erh, and coffee drinkers.
- Mellow (Malted and Earthy): balanced and easygoing, with a light earthiness, soft malted notes, and a gentle smoky finish. Good for white tea, chai, and guayusa drinkers.
Want to try all three? The Variety Bundle has you covered.
Grown here, packed here
Every step happens in the United States. The yaupon is grown on family-run farms across the American South. From there it travels to Poughkeepsie, New York, where it's packed and shipped by Mid-Hudson Works, a nonprofit that has spent more than 75 years employing veterans and people with disabilities. Every order supports American farms, American jobs, and a short, traceable path from farm to cup.
Because yaupon is native to the South, growing it works with the local ecosystem instead of fighting it. That's good for the farmers, and good for the wildlife that shares the land. We brought that same thinking to the packaging. Each flavor ships in a stand-up pouch made from post-consumer recycled materials, and each one wears a hand-drawn illustration of a critically endangered native species: the Texas ocelot on Original, the Carolina red wolf on Bold, and the Florida panther on Mellow. We call the series Nurturing What's Native. You can read more about the animals on the pouches and why we chose them.
Come find us, and where to buy
If you're at the show, swing by Booth 4824B in the Naturally Network section on Level 1. Come meet the team, hear the story, and grab a cup whenever you need a lift. Pit stops encouraged.
Not in New York? Goldholly is available right now at goldholly.com, on Amazon and Walmart, and in a growing list of retailers around the country. Stores can order wholesale directly from us, or through Faire and Airgoods.
Yaupon is the kind of plant most people have never heard of, which is exactly what makes showing it off so fun. We can't wait to put a cup in your hand. See you at Booth 4824B.