Truista Coffee has officially launched nationwide, representing a significant development in addressing growing consumer concerns about contaminants in conventional coffee products. The company's first production release coincided with National Coffee Day on September 29, 2025, marking both the public debut of the brand and the birthday of its founder Jason Tebeau. The launch responds to scientific research showing that acrylamide forms during coffee roasting, with this compound classified as a probable human carcinogen based on animal studies. Coffee can also contain mycotoxins produced by certain fungi, which have been identified as a global food-safety concern in coffee supply chains.
Founder Jason Tebeau, a biohacker and founder of Da Vinci Medical, partnered with globally recognized coffee expert Joey Chase, creator of the Chasing Coffee travel series that documents the global coffee trade from farm to cup. Chase brought more than two decades of experience sourcing exceptional beans across Central and South America, Africa, and other major coffee-growing regions, having built direct relationships with growers through years of travel. Together, the partners developed a proprietary process designed to reduce unwanted compounds while preserving flavor and antioxidants.
The company's approach includes organic sourcing from trusted farms, patent-pending fermentation designed to reduce acrylamide formation, and comprehensive screening protocols. Pre-roast screening examines coffee for mold, mycotoxins, heavy metals, pesticides, and herbicides, while post-roast screening specifically targets acrylamide levels. Roast profiles are engineered to minimize harmful compounds, with third-party laboratory verification conducted on every production batch. This methodology addresses a significant gap in the coffee market, as many coffee brands use terms such as "clean," "mold-free," or "toxin-free" without providing batch-level lab data.
Every bag of Truista Coffee features a QR code linking directly to batch-specific lab results, providing full transparency for consumers who can verify exactly what they're purchasing. This positions Truista as an organic coffee brand built around verifiable transparency, establishing a new standard for accountability in the industry. The company's philosophy traces back to a lesson from the founder's father: "Whatever you do, do it better than anyone else." This principle shaped Truista into more than just another coffee brand, becoming a mission to deliver purity, precision, and accountability in every cup. The launch represents a shift toward greater consumer awareness and demand for verified product claims in the coffee industry, where transparency has often been limited to marketing language rather than scientific verification.
