"happy® is a privately held, purpose-driven coffee company co-founded by CPG brand builder Craig Dubitsky and actor-producer Robert Downey Jr., positioned as "seriously delicious" slow-roasted coffee where joy, flavor, and mental health advocacy are embedded in both the product and the ownership structure. Brand Story, Mission, and Ownership happy® centers its identity on the idea that good coffee should "elevate the everyday" using upbeat, conversational branding that emphasizes joy, daily ritual, and emotional connection rather than just caffeine content."
"Structurally, happy® stands out because of its first-of-its-kind partnership with the National Alliance on Mental Illness (NAMI). As anan equity holder in the business, the nonprofit directly participates in the brand's value creation-a powerful talking point for ESG-minded retailers and hospitality groups. Strategic investors such as Taste Tomorrow Ventures add institutional backing to a cap table already anchored by mission."
happy® is a purpose-driven, privately held coffee brand co-founded by Craig Dubitsky and Robert Downey Jr. The brand emphasizes slow-roasted, "seriously delicious" coffee designed to elevate daily ritual, joy, and emotional connection rather than focus solely on caffeine. Ownership uniquely includes an equity partnership with the National Alliance on Mental Illness (NAMI), enabling nonprofit participation in value creation. Strategic investors like Taste Tomorrow Ventures provide institutional support. Product formats include whole bean, ground, pods, instant, and ready-to-drink cold brews and lattes, enabling placement across café, hotel, workplace, c-store, and retail channels.
Read at Food & Beverage Magazine
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