Why "robusta"
Named after the bean that refuses to quit.
Arabica gets the awards. Robusta gets the work done. It grows at lower altitudes, in hotter climates, in soil that would kill more delicate crops. It resists disease, survives neglect, and carries nearly twice the caffeine.
India's coffee country runs on robusta. So do the millions of micro-entrepreneurs we're building for — people who operate in hard conditions, with thin margins and no safety net, and keep showing up anyway.
We took the name because we intend to earn it: strong, earthy, highly resilient — the dark horse that wins on grit, not pedigree.