Kevin Lee interviews Etai Rahmil, Founder & CEO of Pure Over, a company manufacturing all-glass pour-over coffee makers. Unlike conventional pour-over coffee makers, Pure Over's do not require the use of disposable paper filters.

Kevin and Etai discuss Pure Over's origin story, its marketing positioning, and its efforts to build organic online support for the product. As Etai observes, "we've developed amazing relationships, organic relationships that don't want to get paid by us to say talking points, they partner with us, and they spread Pure Over knowledge because they genuinely love it. And so that has been a huge part of the reason why we've been able to get the product out to so many people. We're in over 16,000 homes currently. And we can directly attribute that to word of mouth and, you know, letting people know, on TikTok, that the people that they trust in coffee, trust Pure Over."

Kevin and Etai discuss the sustainability benefits Pure Over's plans for additions to its product lines, and future marketing plans. As Etai notes, "taking a deep dive into digital ads is going to be huge. But not only that, I think it's doing more on the ground event sponsorships and leaning into collaborations. I think in the last couple years, just getting a hold of the logistics of the business was super important. And now that we're really feeling comfortable in that area, I can start you know doing some of the fun brand collaborations artists collaborations to just get our word out, get our products out in new ways to new audiences. That wouldn't have found us in our traditional marketing as of right now. So collaborations are super-exciting and we have some in the works. Some have taken a little bit long to come to fruition as we've been focusing on some of the not as fun stuff like supply chain and logistics. But now we have a good hold on them so some of these other more fun aspects can can come to life."

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