Startup Company JoGo Generates Over $100,000 From Backers for Compact Coffee Straw

By James White Thursday, April 29, 2021

For dedicated coffee drinkers, it does not matter where they are in the world. They have got to have their brew. At home, one might use any preferred coffee brewing technique and equipment, whether it be a French press, a pour over, or simply a fresh brewed pot from the machine. However, the business of drinking coffee on the go can be tiresome and inconvenient, especially out in the wilderness. Startup company JoGo has raised over $100,000 from Kickstarter investors to make the business of drinking coffee fast, compact, and convenient.

“I appreciate simplicity with coffee brewing, and the JoGo allows me to simply grind coffee, pour some hot water on it, and enjoy a cup,” said Matt Milletto, CEO of Water Avenue Coffee and Vice President of Bellissimo Coffee Advisors. “It reminds me of how I do coffee tastings in the mountains of Guatemala and other origin-countries, or in education and cupping labs - where all we use is just ground coffee and hot water.”

The Kickstarter campaign for the startup company has shattered the initial funding goal of $10,000 from investors. In under 40 hours from the launch of the campaign for the startup business, the JoGo coffee straw reached 400% of its funding goal. Just under a week later, the startup company passed 700% of its initial goal.

Now, the startup company has surpassed 1000% of the campaign goal, with over 2,400 coffee lovers investing in the project. The JoGo campaign will remain open for a little over two weeks for additional investors to back the startup business.

A coffee cup, coffee beans, and coffee grounds.

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


Headshot of James White

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.

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