How Josh Tarlo is Transforming the Beverage Industry with Headstand
Step into a new era of coffee innovative beverages as we introduce you to Josh Tarlo, the mastermind behind Headstand, a groundbreaking canned coffee leaf seltzer. This remarkable drink brand burst onto the scene earlier this summer, captivating taste buds with its unparalleled blend of flavours. With its enticing combination of yuzu juice, ginger extract, chamomile, ginseng, and dried coffee plant leaf extract, Headstand delights consumers with a refreshing drink that's just 30 calories and no added sugar.
Josh Tarlo is no stranger to the world of coffee, having achieved acclaim as the head of the 2018 UK Barista Championship. With an illustrious background in the industry, Tarlo has become a driving force behind the development of Headstand, he has a commitment to direct-trade relationships with coffee producers, these companies have prioritised ethical and sustainable practices, making a lasting impact on the industry as a whole.
In our exclusive Q&A session with Josh Tarlo, we delve into his journey, inspirations, and the vision behind Headstand. Join us as we uncover the secrets and insights of this visionary CEO, and discover how Headstand is revolutionising the beverage landscape one refreshing sip at a time.
JOSH: The name Headstand comes from the need for the whole coffee industry to be turned on its head. We love coffee but it isn’t working for farmers. About half of them live below the UN poverty line and their share in the value of a cup of coffee has shrunk from 30% in 1990 to 10% today.
By turning the coffee leaf that used to be pruned away into a delicious antioxidant and anti-inflammatory rich tea we can double the income for farmers while giving people something new and good for them.
How did you discover coffee leaf, tell us about the journey that got you here?
JOSH: Most of my life I was a coffee roaster and barista. I was fortunate enough to win a few awards doing that and one day while researching coffee for an upcoming competition I read about turning the coffee leaf into a tea. With my good friend and coffee farmer Carlos Pola we did a test batch and liked the results.
Years later in the depths of the UK lockdown I was experimenting with making sodas at home and thought maybe coffee leaf would work. I became obsessed with learning about how coffee leaves have so many good properties and it gave us a chance to bring some much needed income to coffee farmers. With that, Headstand was born.
What makes HEADSTAND different?
JOSH: We’re all about merging good for you and good for the world in ways you’ve never experienced. We love self-care and wellness but because so much stress and anxiety comes from the state of the world we think real wellness is something that also helps make the world better.
Coffee leaf is how we do that. It’s helping ensure there’s a future for the farmers creating the plant we love as well as making you feel good.
What’s the biggest challenge you've faced with HEADSTAND?
JOSH: Coffee leaf is new and unexpected. Just the word coffee makes people think of a certain kind of flavour and about caffeine. Coffee leaf tastes nothing like coffee and not many kinds of them are naturally caffeinated. Our challenge is teaching the consumer about our ingredients.
What’s so special about HEADSTAND / Your Ingredients?
JOSH: Alongside the coffee leaf being rich in antioxidants and anti-inflammatory properties we also have some ginseng to help boost your immune system, the green tea extract l-theanine for focus and chamomile to help you feel level. It should naturally make you feel balanced and energized without any caffeine shake.
If HEADSTAND was a song, what would it be?
This created a hot debate in the team. Top three tracks:
Intimidated by Kaytranada
Silk Chiffon by Muna & Phoebe Bridgers
Atomic bomb by Hotchip & William Onyebour
Basically a radiating summer vibe you can dance to.
Are there any new HEADSTAND Flavors on the horizon?
There is! We have loose leaf coming out in a couple months in three kinds. Each one is made to help you feel either balanced, calm or energised. After that will be dropping a new caffeinate Headstand drink will be 🤫
Describe HEADSTAND in 3 words
Liquid. Summer. Joy.
How do you CHILL?
A warm sunny day in the park, some Headstands, and talking with friends.
Join us in embracing this extraordinary creation, and let Headstand take you on a journey of balance, energy, and pure summer joy. Thanks for tuning in with us, and Josh Tarlo's, we are THRILLED to have Headstand onboard.