The Family Business Brewing Change in Coffee

How do you build a coffee brand that blends sustainability, taste, and habit change?

In this episode of The Founder Files, we sit down with Daniel and Lulu, co-founders of 4WKS, the coffee brand redefining convenience and sustainability. Built around the philosophy of “four weeks”, their pods are designed to fully break down in 28 days, align with the perfect window to enjoy coffee at peak flavor, and represent the time it takes to build a new habit. From tackling the waste problem in coffee culture to inspiring mindful consumption, Daniel and Lulu shares the lessons behind building a values-driven brand with global potential.

We dive into:

• Why the “four weeks” concept drives everything from flavor to sustainability

• The challenges of breaking into a saturated coffee market with a bold mission

• How 4WKS is educating consumers about compostable pods and waste reduction

• The link between coffee rituals, new habits, and lifestyle change

• Lessons on purpose-led entrepreneurship and brand storytelling

This episode is packed with insights on building sustainable businesses, reshaping consumer habits, and creating brands that matter.

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