Written in Partnership with Amir Bakian
(Stephen Letourneau and Ian James)
You can step into any corner of the world and find comfort in knowing you’ll find a cultural constant—a morning ritual performed by millions, cherished by connoisseurs, and guarded fiercely by aficionados. It’s a ritual that transcends borders, languages and traditions. Yes, we’re talking about the modern nectar of the gods, the sacred elixir of life, that fragrant flavorful beverage known as coffee.
Whether you’re sipping espresso in Italy, enjoying a pour-over in Ethiopia, or indulging in a creamy Ca phe sua da in Vietnam, coffee holds a special place in the hearts of people worldwide. And for those willing to dive deeper, this seemingly simple beverage has a complex tapestry of flavors-sweet, robust, nutty, fruity, chocolatey as well as a plethora of nuances to explore.
No one knows the rich complexities of coffee beans better than the founders of Stephen James Curated Coffee Collection (SJCCC) and its parent company Better For You Wellness (BFYW). Stephen Letourneau and Ian Jamesshare, “When we started to look at the possibility of either working with or building brands, our question was always ‘What’s the story that we’re telling?’ Because there are a hundred other coffee companies out there. And for us, coffee is really personal.”
Stephen tells the story of how his dad helped him appreciate the delectable beverage. “My dad grew up in Aurora, Kansas, population three, him and his two brothers.” Stephen laughs. “Here is this farm kid from Kansas, and when he graduated college, he got a job at GE. For work, they flew him out to Paris. This was back when there was no Google Translate and no cell phones. He was just going to meet at some random destination. And it was like, good luck.”
His dad shared how he walked around the city feeling a little lost, the architecture was different, and the language was different. “But,” Stephen recalls, “he smelled coffee from a cafe.” That smell gave his dad comfort and something familiar. “He always told us that story. He’d say, ‘It doesn’t matter where you’re traveling in the world, you could be on an island near Belize, you could be in Singapore, it doesn’t matter what corner of the earth you’re in, there’s always going to be coffee.’ And it’s that smell, that scent that just immediately makes you feel at home and calm because it’s so familiar.”
Stephen recalls his own experience with the comfort of coffee. “Several years later, when I was traveling, I went to Rouen, which is kind of like a nice, beautiful fishing village outside of Paris. I thought I was a relatively smooth world traveler. I was meeting friends who had moved there. They offered to pick me up at the airport. I was like, ‘No, I travel. I’m going to hop on the train. I’ll meet you there.’ Once I got there, I didn’t know what to do, but I quickly found a cafe, and my dad’s story came right back to me. When everything is in chaos around you and nothing makes sense, you can always step into a coffee shop and sit down and order a coffee in any language. Everybody gets why you’re there. ”
When Stephen and Ian had an opportunity to help a global coffee company rebrand and retell their story, Stephen said, “I want it to be a premium coffee brand because 90% of the coffee that’s on the market, they’re roasting the top tasting notes that make those beans different. Coffee is just like a fine wine or fragrance, there are a lot of nuances.”
For Stephen and Ian, making Stephen James Curated Coffee Collection capitalizes on all those different flavor profiles which makes it stand out from the big franchise coffee shops that provide the same cup of Joe every day. “With a plethora of scents and flavors, it becomes challenging for a global entity to convey the essence of a coffee with nuances like cranberry and dark chocolate or citrus and black tea.”
Not to diminish people’s desire for the familiar tastes offered by chains, Stephen and Ian saw an untapped market for those seeking a more nuanced coffee experience. Especially post-pandemic, with many people becoming amateur coffee connoisseurs, they recognized the need for superior beans and roasting techniques to bring out these distinctive tasting notes, and shifted their focus towards crafting coffee that truly accentuates these unique flavors. “For SJCCC customers, it is about the entire experience. Our coffee is for people who want something that’s really going to let them sit down and savor that moment, that soul-satisfying beverage, that is what we are here to do.”
There is a lot of evidence that there are many coffee connoisseurs who are seeking that moment, that entire experience. The Stephen James Curated Coffee Collection is a top seller in 35 Kroger stores across Ohio. Equally validating, Kroger projects sales to reach $2-3 million over the next 18 months.
Extensive Expertise
Not only are Stephen and Ian coffee aficionados, they also have a great deal of industry experience to make SJCCC a global success. Ian shares, “Years and years ago, I worked for Merv Griffin, if you’re familiar with that name. He was a TV guy who created Wheel of Fortune and other game shows and also owned casinos. I worked in the casino industry, the cannabis industry, the alcohol industry, and the hemp industry, all of which are heavily regulated. My mom said I had a genetic flaw wanting to work in industries with strict rules and oversight. She is probably right, but it has really helped us out.”
Before founding and becoming BFYW’s COO, Ian’s track record included government and corporate executive roles and notably raising $100M in capital investment for various ventures. He played a key role in a merger attempt involving a Nasdaq company and a CBD firm, SanaMundi, in 2018-2019. Prior to founding BFYW and SJCCC, Ian was recognized by Politico Magazine as one of the nation’s most influential political thought-leaders and ran successful marketing and advocacy firms, contributing to significant initiatives such as amending the Ohio Constitution for casino gaming and cannabis reform.
As BFYW’s COO, Stephen provides the focus and vision for the different brands and how to bring the Better For You Wellness brands to life and he plays a central role in networking with retailers, hoteliers, and resorts. “I’ve been storytelling for a while. I worked in luxury retail for Kate Spade, RH Galleries (formerly Restoration Hardware) and J. Crew right as Jenna Lyons stepped into the fold and transitioned out of school uniforms into actual fashion. We are utilizing my skill sets to build our BFYW brands. We are looking at the end-user experience.
While most people wouldn’t dream of working with their spouses, Ian and Stephen admit it is the perfect fit for them personally and professionally. Ian explains, “Stephen’s aesthetic, view and vision of the brands, brings them to life. And, I am able to provide the strategic vision and the developmental leadership. I also handle mergers, acquisitions, and analysis for the company. We enjoy working together.”
The future of SJCCC
As for the future at Better For You Wellness, the founders are continuing to seek capital to expand the SJCCC brand, increase product placement beyond Kroger, and drive direct-to-consumer sales for enhanced revenue and profitability. “We aim to leverage the growing popularity of premium coffee to expand our market presence both in brick-and-mortar stores and online platforms like Amazon.”
Let’s face it, a cup of coffee isn’t just any ole’ hot beverage for most people. Instead, it is almost a spiritual experience, or at the very least an essential ritual that provides calm before the storm of the day or is the perfect nightcap at the end of a divine dinner that says, “Bella Vita,” what a beautiful life. And with Ian and Stephen’s SJCCC, that cup of coffee, those moments are even better, even more beautiful. Who doesn’t want that?
Check out SJCCC and Better For You Wellness brands here.
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