With Alexander's background in product design, the pair knew meticulous research would be critical in persuading people to try a whole new kind of coffee. They involved over 50 outdoor enthusiasts in the development process, interviewing, observing and accompanying them on their adventures, while putting their coffee to the test. In collaboration with three different food development partners they tested 15 recipes, ultimately settling on a gloriously dark roast, with hints of chocolate and nuts, naturally sweetened with Swiss beet sugar. Sales in the outdoor community are exploding and it's clear the two friends have created something people love. Admirably, the pair also want their company to be as sustainable and ethical as possible, using only Fairtrade beans and recyclable aluminium tubing, which they plan to upgrade to recycled tubing as soon as humanly possible.