# 051: Launching a turmeric-based alternative to coffee, Samantha & Elaine of Midas Cup

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2017-05-02
- Length: 44m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2017-05-02-051-launching-a-turmeric-based-alternative-to-coffee-samantha-elaine-of-midas-cu
- Listen: https://theproductstartup.com/051-samantha-elaine-midas-cup/

## Summary

Samantha and Elaine, founders of Midas Cup, discuss launching a turmeric-based alternative to coffee, detailing their recipe development, sourcing of organic spices, and partnership with a pharmaceutical-grade co-packer in Melbourne. They explain their strategy for validating the product through 'supertasters' and leveraging personal networks to secure initial stockists in health food stores and cafes. The founders also address the critical lesson of quality control after receiving a low-grade spice shipment that compromised a large order, and outline their plans for scaling distribution, including potential Amazon entry and B2B growth.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2017-05-02-051-launching-a-turmeric-based-alternative-to-coffee-samantha-elaine-of-midas-cu#t=0) Introduction: Midas Cup and the Turmeric Trend
- [2:22](https://hardwarepodcasts.com/podcast/product-startup/2017-05-02-051-launching-a-turmeric-based-alternative-to-coffee-samantha-elaine-of-midas-cu#t=142) Origin Story: From Golden Lattes to Product Development
- [5:58](https://hardwarepodcasts.com/podcast/product-startup/2017-05-02-051-launching-a-turmeric-based-alternative-to-coffee-samantha-elaine-of-midas-cu#t=358) Recipe Validation and Targeting 'Supertasters'
- [11:52](https://hardwarepodcasts.com/podcast/product-startup/2017-05-02-051-launching-a-turmeric-based-alternative-to-coffee-samantha-elaine-of-midas-cu#t=712) Manufacturing: Co-packers and Regulatory Compliance
- [14:01](https://hardwarepodcasts.com/podcast/product-startup/2017-05-02-051-launching-a-turmeric-based-alternative-to-coffee-samantha-elaine-of-midas-cu#t=841) Sourcing Spices and the Quality Control Failure
- [19:45](https://hardwarepodcasts.com/podcast/product-startup/2017-05-02-051-launching-a-turmeric-based-alternative-to-coffee-samantha-elaine-of-midas-cu#t=1185) Distribution Strategy: Cafes, Health Stores, and PR
- [26:57](https://hardwarepodcasts.com/podcast/product-startup/2017-05-02-051-launching-a-turmeric-based-alternative-to-coffee-samantha-elaine-of-midas-cu#t=1617) Marketing Tactics: Influencers, PR, and Organic Growth
- [32:59](https://hardwarepodcasts.com/podcast/product-startup/2017-05-02-051-launching-a-turmeric-based-alternative-to-coffee-samantha-elaine-of-midas-cu#t=1979) Future Plans: Amazon, Scaling, and Limitations

## Topics

- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Quality & yield](https://hardwarepodcasts.com/topic/quality-and-yield)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Midas Cup (product)
- O-O-O-R (company)
- Brad Summary (other)
- F-45 (other)
- CrossFit (other)
- Amazon (other)
- Peran Health (other)
- I Revive (other)
- Grand Convenience (other)
- Pran Grocer (other)
- The Food Repository (other)
- The Lighter Door (other)
- Mako Design + Invent (company)

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- [Looking on the Starryside with co-founders Liz Seelye & Erin Fasano](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano) (The Startup CPG Podcast)
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## Citing this page

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