We're back!

Open up a fridge at your local grocery store, and you'll find it: a row of bubbly tea with names that sound like they could be yoga poses. The kombucha journey didn’t start in the chilly vault. It begins with jars sitting on kitchen counters, homebrew gatherings, and this intriguing SCOBY floating around like a jellyfish diplomat.

In this episode, we explore how that vibrant culture adapted to shelf life, starting with the mid-’90s natural channel, moving through the 2010 alcohol-content scare that led to improved fermentation control and labeling, and finally, the flavor shift that transformed “vinegary dare” into “functional fizz.”

We trace the journey of the bottle from imperial China to Eastern Europe, to co-ops in Oregon, and finally to a Target in Minnesota and a 7-Eleven in Texas, exploring why functional fermentation is driven by data and timing (not just vibes). I hope you'll see how a focus on timing gave a series of kombucha beverages available today a place on the planogram. I also discuss what is gained and what’s gone when a folk beverage turns into a commercial product.

Finally, this episode proceeds to cover the fundamental aspects of SCOBY, sprinkle in an assortment of microbial realities, go into a bit of macro-level retail social science, and seek an improved way for navigating the wellness section.

Join me for the bubbles and stay for a look at why decisions are frequently at least somewhat determined by the timing of their delivery.