More Coffee Startups Are Creating Natural Alternatives To Specialty Syrups – CoffeeTalk

Ryan Schneider, co-founder of Created Co and Proper Syrup, shares his journey from working in the hospitality industry to starting his side hustle. He explains that his background in hospitality taught him the importance of performance under pressure, teamwork, and collaboration. This experience provided him with the necessary skills to create quality products and service excellence.

Created Co was launched about 10 years ago, and Proper Syrup was launched in April 2022. The founders recognized a gap in the market for elevated ceramics that could enhance the café experience and better represent a brand’s identity. They wanted to build a platform that celebrated artists and creators, and Los Angeles provided the perfect backdrop for their mission.

Proper Syrup was created after realizing that baristas often reach for mass-produced, artificial syrups to complete meticulously crafted coffee drinks. The specialty coffee industry had evolved dramatically, with beans being sourced with increasing care, extraction methods being perfected, and alternative milks revolutionizing the industry. Proper Syrup was developed as a natural alternative that would complement the complex flavor profiles of specialty coffee. The focus was on craft syrups that match the quality and integrity of today’s coffee culture, using real ingredients and thoughtful recipes that enhance the coffee experience.

With Proper Syrup, they are addressing a crucial gap in the specialty beverage industry by respecting the product, the process, and the people enjoying these beverages.

Proper, a coffee shop side hustle, was initially focused on product development to stand out in a noisy market filled with average products. The company spent time testing recipes, exploring small-batch production methods, and experimenting with premium ingredients like real vanilla beans, agave, and artisanal salts like Jacobsen Salt. This led to the creation of their own formula and recipes that brought something new to the specialty syrup industry.

Proper expanded its flavor collection to include pistachio, salted caramel, and strawberry, as well as elevated versions of classics like vanilla, hazelnut, pumpkin spice, and caramel. The brand has evolved beyond its initial vision for coffee shops and has taken on a life of its own, especially in digital spaces, where its online social community discovers creative new applications like non-alcoholic spritzers, cocktail mixers, and more.

Managing the complexity of growing multiple ventures has been a significant challenge for Proper. As an entrepreneur with a family, the importance of prioritization and giving oneself permission to step back when needed is crucial. The success of Proper would not be possible without the teams they’ve built for both Created Co and Proper Syrup, which have been fortunate to have members with strong entrepreneurial mindsets and diverse skill sets perfect for small startup companies.

Created Co was bootstrapped from the beginning, starting lean and scaling strategically. They gained momentum in their first year and have since expanded to include dedicated sales, marketing, operations, and design teams. Proper Syrup has accelerated its launch thanks to their established network of distribution partners, understanding of trade shows and industry spaces, and comprehensive market knowledge from their experience with Created Co.

Proper Syrup is doing six figures and continues through wholesale distribution serving coffee shops across the country and expanding into boutique spaces. They are strategically managing growth to ensure consistent supply for their wholesale partners and investing in their online community to prepare for a stronger ecommerce presence.

The most rewarding aspect of running Proper is seeing it all come together to be a part of people’s daily rituals and special moments while fostering creativity and connection within communities.

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