Charbel Mawad, founder of Projo, shares how a personal mission to create a better coffee alternative turned into a fast-growing functional beverage brand. We discuss the challenges of formulation, the power of early consumer feedback, the expansion to stick packs to balance product and scalability, and what it takes to build trust in a crowded beverage market. A candid conversation on product iteration, distribution strategy, and defining success as a founder in CPG.