66: Jimmy DeCicco, CEO of Super Coffee

Today I'm joined by Jimmy DeCicco, CEO of Super Coffee.    In this episode, we discuss the company's journey from college room to Shark Tank and landing an investment from Alex Rodriguez and Jennifer Lopez.   Jimmy also talks about the importance of being action-oriented, building a strong culture and team, and how he thinks about the evolution of the better-for-you food and beverage category.    Let's get into it.    More from Jimmy   Jimmy is the oldest of the three DeCicco brothers who founded Super Coffee in 2015 as tired collegiate student-athletes. Sick of unhealthy bottled coffees and energy drinks, the DeCicco brothers invented a sugar-free, enhanced coffee in their dorm room and challenged big sugar head-on.  Today, Super Coffee is the fastest growing food and beverage company in the country (Inc. 5000, 2020). The DeCicco brothers appeared on ABC's Shark Tank in 2018 (Season 9, Episode 22), the Forbes 30 Under 30 List 2019, and were EY's Entrepreneurs of the Year in 2020 (NYC Region). Super Coffee is nationally distributed by Anheuser Busch and is available in over 50,000 stores in the US. The DeCicco brothers have raised over $50 million in venture capital, attracting big-name investors like Jennifer Lopez, Alex Rodriguez, Aaron Rodgers, Baron Davis, Patrick Schwarzenegger, Anheuser Busch and more.   More from Fitt Insider    Fitt Insider is a newsletter and podcast dedicated to the business of fitness and wellness.  Join industry-leading operators and investors by subscribing: http://insider.fitt.co