Rooibee Red Tea

Rooibee Red Tea operated in the ready-to-drink beverage market, establishing a niche as the first U.S. company to market a full line of bottled, USDA-certified organic rooibos teas. The company was founded in Louisville, Kentucky, by former Brown-Forman Corp. employee Jeff Stum and Leslie Stum, with initial sales starting at local farmers markets in 2008. The business model was centered on producing and distributing these beverages to health-conscious consumers seeking alternatives to sugary or caffeinated drinks.

The company's core product was a range of flavored, ready-to-drink teas made from the South African rooibos plant, an herb known for being naturally caffeine-free and containing antioxidants. Capitalizing on the health and wellness trend, the product line expanded to include various flavors such as watermelon mint, peach, and cranberry pomegranate. A significant milestone was the launch of "Rooibee Roo," a product line specifically packaged and formulated for children. Distribution grew from local markets to national retailers, including a significant partnership with Kroger in 2013, and sales through Amazon.

Despite building a loyal consumer base and achieving national distribution, the company faced significant financial headwinds. After raising a total of $5.27 million over six funding rounds from investors like Radicle Capital and The JumpFund, Rooibee Red Tea was unable to secure sufficient ongoing capital to sustain and scale its operations. This funding challenge ultimately led the company to cease all operations on June 4, 2018, after approximately a decade in business.

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