"It Takes A Village..."
Lee Safar with Nicely Alameda, co-owner of Elixir Dealer Menotti's in Venice Beach California
"Our business model at Elixir Specialty Coffee is different to most. Sure, we could give Elixir to every cafe, restaurant, bar and specialty shop that approaches us to become an Elixir Dealer and we'd be making a killing very quickly. But money isn't the only currency that's important to us, so what would be the point.
Elixir is more than just a beverage, it's an experience! One that affects you at a vibrational level. The more tuned in you are with yourself, the deeper you'll experience it. Some people get it, some people don't, but everyone has one of two reactions; they take a sip, look up to the right, take another sip, look up to the left and then either say "WTF is this?" or "Wow...this is interesting". The whole "look up to the left and right" thing is because Elixir is a brand new taste experience as far as beverages go and certainly as far as coffee goes. Your brain is trying to find a memory of what this tastes like. Then when your brain can't find one, it kinda freaks out, hence the "WTF" reaction. It's so much fun to watch someone taste Elixir for the first time. That whole "...unlike anything you've ever tasted before." in our tag line isn't a marketing statement, it really is unlike anything you've ever tasted before. This is also another reason we choose our Elixir Dealers so carefully. They understand innovation because they themselves are innovators in one way or another. They dare to do things that are a little out of the box sometimes.
We live by the values Purity, Clarity and Authenticity and our greatest Life Currency at Elixir Specialty Coffee is Peace of Mind. So we choose to work with people who have integrity, value their role within their supply chain and their community, as well as the affect that community has on them. They are epic at what they do, and work hard to bring the best they possibly can to their community with the quality of their offerings and customer service. They don't just look the part...they embody exactly what it is to be leaders in their craft.
The relationships we build with our Elixir Dealers is a currency that is worth more than money can buy. The relationship we have with them means so much to both of us and together, we make a conscious choice to represent each other's brands because we take very seriously the responsibility of providing the public with pristine beverages you'll enjoy consuming.
It's not about how popular or how big our Elixir Dealer's are or aren't. It's about their values and what they represent. These are the people that will work with my people on a daily basis. I am tasked with making sure that doing business is as enjoyable an experience as possible for everyone involved; my team, our Elixir Drinkers, and our Elixir Dealers. That's why we vet them so heavily before we say yes. They become family to us and are specifically chosen to be a part of raising this innovative kid we call Elixir. People come from all over the world and across the country to drink Elixir. I'm humbled by that again and again, no matter where in the world it happens...and I always will be!
It takes a village to raise a kid, and I'm ridiculously proud of the global village we're working so hard to build together. I can't wait to see where it takes us all."
- Lee Safar (Creator and Ship Steerer at Elixir Specialty Coffee)