Truista Coffee, an organic coffee brand emphasizing transparency and third-party verification, has officially launched nationwide following its first production release on September 29, 2025, coinciding with National Coffee Day. The company's foundation stems from founder Jason Tebeau's personal journey, which began after a candid critique of his homemade latte led him to explore specialty coffee. As he deepened his knowledge, becoming a certified barista, Tebeau—also a biohacker and founder of Da Vinci Medical—encountered scientific concerns about compounds in conventional coffee.
Research indicates that acrylamide, a heat-generated compound classified as a probable human carcinogen based on animal studies, forms during coffee roasting, particularly in early stages. Additionally, coffee can contain mycotoxins from fungi, identified as a global food-safety issue in supply chains. Questioning whether standard coffee supports high-performance health, Tebeau partnered with Joey Chase, a globally recognized coffee expert with over two decades of experience sourcing beans across regions like Central and South America and Africa. Chase, creator of the Chasing Coffee travel series, brought direct relationships with growers and expertise in sourcing and processing.
Together, they developed Truista Coffee, focusing on direct farm sourcing and a proprietary process to reduce unwanted compounds while preserving flavor and antioxidants. The approach includes organic sourcing from trusted farms, patent-pending fermentation to reduce acrylamide formation, and pre-roast screening for mold, mycotoxins, heavy metals, pesticides, and herbicides. Post-roast screening for acrylamide and roast profiles engineered to minimize harmful compounds are also part of the process, with every production batch undergoing third-party laboratory verification.
Each bag features a QR code linking directly to batch-specific lab results, offering full transparency to consumers. This contrasts with many coffee brands that use terms like "clean" or "toxin-free" without providing batch-level data. Truista positions itself as an organic coffee brand built on verifiable transparency, driven by a philosophy from Tebeau's father: "Whatever you do, do it better than anyone else." The company's mission emphasizes purity, precision, and accountability in every cup, aiming to set a new standard in the industry.
The launch of Truista Coffee could impact consumers seeking healthier beverage options, as it addresses growing concerns about contaminants in food and drinks. For the coffee industry, it raises the bar for transparency and safety, potentially prompting other brands to adopt similar verification practices. On a broader scale, this move highlights the intersection of health science and consumer goods, reflecting a trend toward evidence-based products in the wellness market. By prioritizing lab-verified standards, Truista may influence regulatory discussions and consumer expectations around food safety and labeling.
