Truista Coffee, an organic coffee brand built on transparency and third-party verification, has officially launched nationwide. The company's first production release took place on September 29, 2025, National Coffee Day, marking both the public debut of the brand and the birthday of its founder. The launch represents a significant development in the coffee industry, addressing growing consumer concerns about contaminants in conventional coffee products.
The company was founded by Jason Tebeau, a biohacker and founder of Da Vinci Medical, who became concerned about potential health impacts after discovering scientific research showing that acrylamide forms during coffee roasting. Acrylamide is 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. These discoveries prompted Tebeau to question whether conventional coffee truly supported high-performance health.
Tebeau partnered with Joey Chase, a globally recognized coffee expert with more than two decades of experience sourcing exceptional beans across Central and South America, Africa, and other major coffee-growing regions. Chase is the creator of the Chasing Coffee travel series, which documents the global coffee trade from farm to cup. Through years of travel, he built direct relationships with growers and developed expertise in sourcing, processing, and farm-level quality.
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, pre-roast screening for mold, mycotoxins, heavy metals, pesticides, and herbicides, post-roast screening for acrylamide, roast profiles engineered to minimize harmful compounds, and third-party laboratory verification on every production batch. Every bag of Truista Coffee features a QR code linking directly to batch-specific lab results, providing full transparency for consumers.
This approach 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. Truista positions itself 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.
