“We're seeing a massive increase in consumers' desires to seek out sustainable products when they're shopping — we're appealing to this new consumer that's not just seeking something that's good for them, but it's also good for the planet.”Joining Kristi today on The Irresistible Factor is the CEO and Co-founder of Riff, Paul Evers. Riff is a purpose driven brand of cold-brewed coffee and energy drinks with an incredible focus on sustainability.Paul talks about their new and exciting energy drink – Riff Energy Plus – the very first carbon-neutral energy drink in the country. Riff Energy Plus is brewed from cascara – the fruity pulp that surrounds the coffee bean that is turned into upcycled fruit juice concentrate. (yes, coffee is actually a fruit!) Paul and Kristi discuss the massive challenges of being a newcomer in the energy drink industry and the distribution challenges that come along with that. They also discuss their very unique approach to raising capital. Stick around to the end to hear some important business advice from Paul. “Nothing incredible comes to bear if it isn't working against conventional wisdom and broad assumptions.” When you’re done listening, head over to letsriff.com and check out Riff Energy Plus! Paul is giving our listeners a generous 25% off your first order by using the code “irresistible” at checkout.