Minimal Equipment, Full Coffee Flavor
Founded by entrepreneurs, wilderness explorers, and coffee aficionados Joey Jones and Nick Yehle, JoGo was inspired by the traditional “bombilla,” a drinking straw designed to filter out materials from infused drinks such as tea.
While on a motorcycle trip through South America, Jones received a bombilla, which he later brought on a Canadian canoe trip led by himself and Yehle. The two tried to use the bombilla for a simple coffee brew but found that the filter was not fine enough to catch the grounds. Thus, the startup business was formed.
The device from the startup company is made from stainless steel, offering a reusable and easy-to-clean design. JoGo uses a micron metal filter at the base of the straw to avoid the issues that the founders of the startup business ran into during their trials. The filter can easily be unscrewed and cleaned, and the tip of the straw sports heat-regulating silicone. Additionally, the startup company will contribute 5% of its profits to Survival International, a non-profit organization dedicated to assisting and preserving the lives and cultures of indigenous peoples.
Disrupting the Coffee Machine Market
Jogo provides a disruptive solution to the mobile coffee business. The startup company circumvents the need for larger machines and equipment entirely, as the JoGo basically requires hot water, coffee grounds, and a cup. Market research projects the global coffee machine market, valued at $5.88 billion in 2018, to grow at a CAGR of 3.7% from 2019 to 2025.
About the Author
James White is a Michigan State University graduate with a BS in Environmental Biology. He is interested in reporting emerging trends in technology, especially with regard to alternative energy and environmental conservation.