Don't Rush the Recipe: Projo*’s Journey to National Distribution

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The standard startup advice is "move fast and break things." Charbel Mawad did the opposite—and it landed him in Target.
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In this episode of Recipe to Revenue, host Leah Messina talks with Charbel Mawad, co-founder of Projo*, about his painstaking, multi-year journey to engineer the perfect high-protein coffee. While competitors rushed to market with "coffee-flavored shakes," Charbel spent years in his garage solving a physics problem that manufacturers said was impossible.

Watch to learn:
🧪 Why experts said his 20g protein coffee was "physically impossible"
🏚️ How he engineered the formula in his garage like "Breaking Bad"
🐢 Why slowing down R&D allowed him to bypass competitors
🛒 Why Farmers Markets are better than retail for product validation
☕ The "Trojan Horse" strategy for disrupting the coffee aisle
📉 Why patience and repeat purchases beat fast revenue growth

Whether you’re a founder feeling pressured to launch or a product developer stuck in the weeds, Charbel offers a powerful lesson: sometimes the fastest way to national distribution is to take your time.

Learn more about Projo*:
🌐 https://idrinkprojo.com/

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