SPI 336: The Story of Super Coffee—from Dorm Room to Whole Foods and Beyond with Jim Decicco

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Jim Decicco: Once we got in, we were like, “This is our only account.” We were only in one Whole Foods, it was a local account. We were like, “This is our only account, this is all we got. Let’s make it the best ever.” That first day our product was available on the shelf, this was a few weeks after that initial order. We figured out how to make it, and sort of scale enough for that. That first day, we broke the store’s weekly sales record in the first four hours, because the three of us . . .

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