On this episode, we’re talking with Isabel Washington, the founder of Laurel’s, a rapidly growing ready-to-drink coffee brand powered by regenerative A2 dairy.

We dive into Isabel’s personal journey discovering A2 milk, how it transformed her relationship with dairy, and why it became the cornerstone of her brand.

You’ll hear how she spotted a massive gap in the RTD coffee aisle — where 90% of products were non-dairy — and why she designed Laurel’s first three SKUs to reflect what people actually order at real coffee shops.

Isabel also pulls back the curtain on the scrappy, behind-the-scenes grind of building a CPG brand from scratch — from tying up all her money in the first production run to grinding through 40 demos in 50 days at Erewhon.

And we talk about the bigger picture — how content, culture, and motivated moms will determine the future of regenerative food and beverage.

Episode Highlights:

💡 Isabel’s A2 dairy awakening

🥛 Reclaiming dairy for Gen Z and Millennial women

🤔 Why RTD coffee had become 90% non-dairy

🧃 Moving from idea to shelf in just 8 months

🧋 Designing SKUs around what consumers actually drink

🏪 Driving early growth with 40 demos in 50 days at Erewhon

🌱 Prioritizing regen sourcing, even without marketing claims

💵 The complexity and cost of product certifications

📈 How social media content will determine regen awareness

🛍 Why motivated mothers are the most influential shoppers

Links:

Laurel’s Coffee

Alec’s Ice Cream

McKinsey & Company

Erewhon

Grüns

Alexander Family Farm

Painterland Sisters

Jimbo’s

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