WEBVTT - Celebrating National Coffee Day

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<v Speaker 1>This is Bloomberg Business Week with Carol Messer and Bloomberg

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<v Speaker 1>Quick takes Tim Stinovich from Bloomberg Radio. New and Coffee

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<v Speaker 1>It was founded by and is led by a first

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<v Speaker 1>generation Vietnamese American. She's the daughter of refugees, and it

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<v Speaker 1>is based in Brooklyn and appropriately so. Joining us on

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<v Speaker 1>National Coffee Day is the founder and CEO of New

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<v Speaker 1>And Coffee Supply. She's Sarah Newin. She's also an award

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<v Speaker 1>winning documentary filmmaker, co founder of Lucy's Vietnamese Kitchen, aighten

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<v Speaker 1>Google next Gen Tech policy leader, and yes, I feel

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<v Speaker 1>like a slug in comparison Tim Well. Sarah Newin joins

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<v Speaker 1>us now founder and CEO of New Win Coffee Supply,

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<v Speaker 1>among the many other titles impress. Hey, what are you

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<v Speaker 1>doing to celebrate Sarah National Coffee Day? Um? I'm having

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<v Speaker 1>coffee and all my favorite brew, methanics. Is that different?

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<v Speaker 1>Is that different than a normal day? Just so we know?

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<v Speaker 1>Six cups? Um, it's just one more, Okay, just one more. Hey, listen,

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<v Speaker 1>you have a great story. We have some time and

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<v Speaker 1>we'd love to dig into a little bit of your background.

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<v Speaker 1>Tell us you know about what moves and motivates you

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<v Speaker 1>and got you to create this company because you've done

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<v Speaker 1>different things along the way. Yeah, you know. You know

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<v Speaker 1>when I discovered that Vietnam was the second largest producer

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<v Speaker 1>of costing the world, this really blew my mind because

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<v Speaker 1>I had no idea, and as a Vietnamese person, I

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<v Speaker 1>was like, why don't I know this? And I realized

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<v Speaker 1>it's because the lack of transparency. And so for myself,

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<v Speaker 1>as the first generation Asian American, I've felt oftentimes really invisible, underrepresented,

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<v Speaker 1>which is why I spent so much of my career

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<v Speaker 1>in filmmaking and increasing representation for our stories. And so

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<v Speaker 1>in a similar way, I felt like Vietnmese coffee the

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<v Speaker 1>more importantly, Vietmese producers and communities have been rendered invisible

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<v Speaker 1>in the coffee conversation as well, which led me to

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<v Speaker 1>really carving out my own supply chain and bring invisibility

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<v Speaker 1>to um to Vietnam as the second large producer and

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<v Speaker 1>starting to win Contec supply. So what's different about Vietnamese coffee?

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<v Speaker 1>Because I'm looking at your website and not all coffee

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<v Speaker 1>of course, depending on where it was grown? Is created? Equal?

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<v Speaker 1>Is correct? Is correct? Well? I stay for startusts um.

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<v Speaker 1>It comes down to the variety. So the number one

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<v Speaker 1>coffee variety that's grown and produced in Vietnam is the

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<v Speaker 1>roebooster bene, which is a very very special bean. It's

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<v Speaker 1>our beloved roboosta and in the in the conquer world,

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<v Speaker 1>there are two main varieties are rabica and Robusta. And

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<v Speaker 1>Roboosta beans have double the caffeine content and sixty percent

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<v Speaker 1>less fast and sugars. And because it has such a

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<v Speaker 1>high caffeine content there actually it actually acts as a

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<v Speaker 1>natural pest repellent. And so it gets its name robust

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<v Speaker 1>because it grows very robustly. And so in Vietnam is

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<v Speaker 1>also the number one producer or roeboost of coffee beans.

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<v Speaker 1>It's its entire coffee production. So that is i'd say

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<v Speaker 1>the number one specialty um of the coffee is the

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<v Speaker 1>bean itself. And how it says different and it's highly caffeinated.

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<v Speaker 1>It sounds like you have a lot of caffeine. We're

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<v Speaker 1>saying that with love because I'm someone who's been like

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<v Speaker 1>bouncing off the walls a little bit today, probably because

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<v Speaker 1>of a lot of sleep in a little bit of caffeine. Um,

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<v Speaker 1>How easy was it to do? Because you know you're

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<v Speaker 1>you're going up against coffee is a funny market. You've

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<v Speaker 1>got Starbucks dominating, You've got Duncan doughnuts, and then you

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<v Speaker 1>have lots of little coffee makers. Certainly, if you look

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<v Speaker 1>at a city like New York or Chicago or San Francisco,

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<v Speaker 1>how do you compete? How do you stand out? How

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<v Speaker 1>tough is it? Yeah? Well, I'd say logistically when I

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<v Speaker 1>was first, you know, starting to build a business and

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<v Speaker 1>learning how to impore and learning how to roll to

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<v Speaker 1>just figure out like all the things are on FDA

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<v Speaker 1>and like importing and launching a company like that part

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<v Speaker 1>was quite typical because I had their experience in the industry.

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<v Speaker 1>But in terms of standing out, honestly, I feel like

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<v Speaker 1>it's actually really easy because as crowded as a coffee

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<v Speaker 1>market feels, actually there's literally no one else offering a

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<v Speaker 1>single origin Vietnamese roboosta coffee, right, And it was because

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<v Speaker 1>like we we pride ourselves and being a direct trade importer,

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<v Speaker 1>because no one else was offering this, and I couldn't

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<v Speaker 1>even buy single or digging these coffee from a green

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<v Speaker 1>bean buy or importer because no one was paying attention

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<v Speaker 1>to Vietnam as especialty coffee producer. Right, so where do

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<v Speaker 1>where do Vietnamese beans usually go? Um? Well? Actually, interestingly enough,

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<v Speaker 1>the top two import is the venice coffee beans are Germany,

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<v Speaker 1>United States and Italy. Right, However, it's often being pushed

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<v Speaker 1>into you know, non discrete blends or maybe instant coffee products,

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<v Speaker 1>and so a lot of people aren't aware that they're

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<v Speaker 1>drinking Vietnamese coffee already. What about when it comes to

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<v Speaker 1>brew methods here, because you said that you are celebrating

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<v Speaker 1>National Coffee Day by doing different brew methods. And one

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<v Speaker 1>thing that you can buy from new in Coffee supply

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<v Speaker 1>is the fin filter collection. How how is that explain

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<v Speaker 1>how that coffee is brewed? Yeah? So okay, so I

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<v Speaker 1>can describe that things feel the filter has. Imagine if

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<v Speaker 1>the V sixty pore over and the French press had

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<v Speaker 1>a baby. Okay, So I know what those things are

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<v Speaker 1>because I'm a big I'm a big coffee fan, So

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<v Speaker 1>I know that the har O V sixty is a

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<v Speaker 1>pour over. So you put a filter in and put

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<v Speaker 1>your put your grinds on top, and it makes a

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<v Speaker 1>single cop Just for to explain, right, and then the

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<v Speaker 1>French press, of course, is the pot you can make

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<v Speaker 1>for you know, a few people, and it's like a

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<v Speaker 1>courser ground. Yeah. The freen selter is like right in

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<v Speaker 1>the middle. It's a stainless steel brew tool where you

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<v Speaker 1>put the cloth be inside the brew chamber and it

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<v Speaker 1>sits right on top of a cup of coffee. He

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<v Speaker 1>has a poor of experience, a like of V sixty.

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<v Speaker 1>And it's also a grab extraction, so it's dripping into

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<v Speaker 1>your cup. However, you also get the full immersion like

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<v Speaker 1>a French press, and it's a little bit there's a

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<v Speaker 1>little peep that goes inside called the Grady press, very

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<v Speaker 1>similar to the French press, because you know, the friend

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<v Speaker 1>of the France. The French colonized Vietnam for many years,

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<v Speaker 1>so there's a lot of French influences. Yeah, that makes sense.

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<v Speaker 1>I think, um, Tim see some buying in his future.

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<v Speaker 1>Do I don't have this brewing that at home yet,

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<v Speaker 1>it's like the only one missing. Do you sell? We're

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<v Speaker 1>gonna do some news in a moment, but before we go,

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<v Speaker 1>uh and then bring you back, we've got about thirty seconds.

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<v Speaker 1>Do you sell? Also into the commercial space, restaurants and

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<v Speaker 1>so on. Yeah, So we're currently about four percent director

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<v Speaker 1>consumer in sixteen whole scale. So we do have some

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<v Speaker 1>restaurant cafe partners across the country and also some retail

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<v Speaker 1>grocery super partners in New York City. All right, sit tight,

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<v Speaker 1>we're gonna do a little bit of news. Have another

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<v Speaker 1>cup of coffee. No, don't, don't, don't, don't don't of coffee.

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<v Speaker 1>Maybe we'll have a cup of coffee. We're gonna come

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<v Speaker 1>back with Sarah new And she's founder and CEO of

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<v Speaker 1>New and Coffee Supply. She's really had an interesting life

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<v Speaker 1>so far and her company based over there in Brooklyn. Hey.

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<v Speaker 1>One thing I want to talk about, which we talked

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<v Speaker 1>about this week, was how does she deal with the

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<v Speaker 1>fluctuating costs of coffee beans right and supply chains right now.

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<v Speaker 1>I'm really curious about the costs to exactly. So we'll we'll,

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<v Speaker 1>I don't know, we'll find out. I feel like people

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<v Speaker 1>will pay a lot of money for a cup of coffee.

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<v Speaker 1>I mean, I'm you're addictive. I'm good with the Bloomberg

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<v Speaker 1>coffee upstairs. I gotta have something before I get out

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<v Speaker 1>of bed. Basically, I can't get off the door with

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<v Speaker 1>our coffee. All right, we'll come back with her in

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<v Speaker 1>just a moment. Carol mass So, Tim Sdanevik. We are

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<v Speaker 1>Bloomberg Radio. Let's get back to our guest, Sarah new

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<v Speaker 1>And she's founder and CEO at New and Coffee Supply,

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<v Speaker 1>still with us on the phone from Brooklyn, as we mentioned,

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<v Speaker 1>a ten Google next Gen tech policy leader and award

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<v Speaker 1>winning documentary filmmaker. So let's get to it, Sarah um

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<v Speaker 1>Tim brought it up. We talked so much with heads

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<v Speaker 1>of companies, uh, leaders of institutions. We're talking about supply chain,

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<v Speaker 1>managing mint and the bottlenecks. What are you seeing specifically

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<v Speaker 1>and then has to do with getting your coffee beans

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<v Speaker 1>but also workforce and let's talk about beans first. Can

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<v Speaker 1>you get everything you need? And does it cost more

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<v Speaker 1>or less? Yeah? So at this I'm sure we're able

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<v Speaker 1>to get everything we need and candidly, our prices have

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<v Speaker 1>not changed because a lot of the price fluctuations that

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<v Speaker 1>we're hearing about the news is really related to Arabic

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<v Speaker 1>of farms UM that in like South America and whereas

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<v Speaker 1>yet now because their primary production is ROBUSA, we haven't

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<v Speaker 1>been affected yet. You haven't, But when it comes to actually,

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<v Speaker 1>when it comes to supply chain and freight, freight has

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<v Speaker 1>just been abysmal. Yes, okay, so so just because you

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<v Speaker 1>mentioned Arabica beans, they sort over a six day stretch

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<v Speaker 1>in late July. We talked about this yesterday with our

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<v Speaker 1>Big take talking about Brazil. So what about when it

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<v Speaker 1>comes to shipping. We checked in earlier this week with

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<v Speaker 1>I'd love though he was at the port of Los Angeles.

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<v Speaker 1>Dozens of ships just stuck there. Um, yeah, how much

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<v Speaker 1>is it costing you to to to get your beans? Yeah,

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<v Speaker 1>shipping has been horrible, It has been stupid. Back from Congesta,

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<v Speaker 1>I say, the cost of shipping for us we're getting

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<v Speaker 1>container has quadrupled, um, and and we're super backed up. However,

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<v Speaker 1>we've been preparing for this, so we've just been calling

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<v Speaker 1>our orders way away in evance. So we haven't run

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<v Speaker 1>into any inventory issues yet fortunately. Okay, if the cost

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<v Speaker 1>is quadrupled, have you had to raise the price of

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<v Speaker 1>your being of your beans when you sell them to suppliers,

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<v Speaker 1>when you sell them the consumers as a result. Yeah,

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<v Speaker 1>so yeah, we have not raised the prices of beings yet. Um,

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<v Speaker 1>we're trying to see what we can do to hold off. However, UM,

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<v Speaker 1>we may we consider once we engage the income and

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<v Speaker 1>container with the extra cost. What about workforce? Can you

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<v Speaker 1>get everybody you need or you're having to pay up

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<v Speaker 1>um for those employees. I'm not quite sure how big

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<v Speaker 1>your company is and how many workers you've got. Yeah,

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<v Speaker 1>so our company is currently five full time and it

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<v Speaker 1>will also have about eight part time people in production. UM.

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<v Speaker 1>Workforce is challenging this UM. You know, always had to

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<v Speaker 1>turn over and it is. It's like a workers market

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<v Speaker 1>right now in New York City. UM, But fortunately we

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<v Speaker 1>haven't had too many challenges there, meaning you haven't had

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<v Speaker 1>to raise wages or you have not had trouble getting

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<v Speaker 1>talent or holding onto them. Yeah, we haven't had trouble

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<v Speaker 1>getting talent. We do have to hire, but we've raised

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<v Speaker 1>we raised wages just out of our own principle. We

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<v Speaker 1>want to just compensate people better. So you've raised wages

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<v Speaker 1>and shipping costs have gone up, but you haven't raised

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<v Speaker 1>the price of coffee yet. We have not yet. So

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<v Speaker 1>you're just eating this, Yes, we are eating this right now.

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<v Speaker 1>How much longer can you do? That? Great question? I

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<v Speaker 1>believe when the new container comes in we're gonna have

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<v Speaker 1>to take a serious look at how the cord Duople

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<v Speaker 1>defector free is going to affect the bottom line, and

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<v Speaker 1>we're going to try to hold off as long as

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<v Speaker 1>we can for our consumers. Um, but our next container

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<v Speaker 1>will be arriving in Q four. Actually does it come

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<v Speaker 1>into just because we're all in a shipping mindset, right,

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<v Speaker 1>it's not waiting off the port of l A. I'm

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<v Speaker 1>guessing it's coming into New York ten months to meet

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<v Speaker 1>the container in New work and correct, Yes, in New York. Um. Hey, listen,

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<v Speaker 1>just got about a minute or so left. We know

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<v Speaker 1>it's been an interesting rough couple of years between the pandemic,

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<v Speaker 1>between what happened with George Floyd and other black Americans. UM.

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<v Speaker 1>As an Asian American, a Vietnamese American female entrepreneur, how

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<v Speaker 1>easy has it been for you in your path? I

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<v Speaker 1>love that framing, Carol Um, because often people framing the

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<v Speaker 1>negative way it's been. It's always a challenge, i'd say,

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<v Speaker 1>you know, being an Asian American woman in business, Um,

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<v Speaker 1>there are a lot of hurdles that I have to

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<v Speaker 1>work through, a lot of perceptions and biases that I

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<v Speaker 1>have to really challenge Um, it's challenging, but honestly, I

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<v Speaker 1>would say that the support of the community in our

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<v Speaker 1>customers just really keeps me going. Um, people haven't really

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<v Speaker 1>open to a shifting narrative around Vietnamese coffee. I think

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<v Speaker 1>one just related to the ticken anti Asian violence. Right.

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<v Speaker 1>This idea of the valuing Asian lives is actually related

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<v Speaker 1>to how people devalue Asian food and culture very often,

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<v Speaker 1>and it relates to people the value Vietnamese coffee, right. Um,

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<v Speaker 1>it's all related and so that how bit of challenge

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<v Speaker 1>in itself, but really with our company where ships the

0:11:03.160 --> 0:11:06.040
<v Speaker 1>narrative and bringing value invisibility to be these coffee and

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<v Speaker 1>producers and and I hope that that will also translate

0:11:08.480 --> 0:11:11.080
<v Speaker 1>to how people value our communities and lives behind our

0:11:11.120 --> 0:11:13.200
<v Speaker 1>products as well. Well. We appreciate you coming on because

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<v Speaker 1>you really help shape that narrative and get it out

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<v Speaker 1>certainly to our listeners. Are you done with coffee drinking

0:11:17.480 --> 0:11:19.920
<v Speaker 1>for the day though? We just want to know, Sarah. Yeah,

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<v Speaker 1>we're hopping over with the happy hour right now with

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<v Speaker 1>the boulevardiers. Okay, well done from coffee to whatever, Sarah,

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<v Speaker 1>Sarah new and thank you so much, really enjoying, enjoyed it.

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<v Speaker 1>Founder and CEO of New and Coffee Supply on the

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<v Speaker 1>phone from Brooklyn. Which your coffee of choice? Uh? You know,

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<v Speaker 1>I like a coffee that's brewed in Brooklyn cafe And

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<v Speaker 1>to gral my friend runs the shop, small Nicaraguan coffee

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<v Speaker 1>that sounds good, just playing them playing with cream or

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<v Speaker 1>what espresso? Espresso