How Atomo Is Disrupting the $450B Coffee Market

In this episode of Recipe to Revenue, Andy Kleitsch, co-founder and CEO of Atomo Coffee, unpacks how his team is approaching disruption in a $450B market without alienating consumers, retailers, or the industry itself.

The coffee industry is massive — but it’s also structurally broken.

Watch or listen to learn more about:

• Why disrupting coffee requires working within existing consumer rituals
• The structural problems inside the global coffee system
• Why market entry strategy matters more than technical perfection
• How Atomo shifted from product innovation to business model innovation
• What Andy learned from launching through cafés and specialty operators

• How sustainability became a growth advantage — not a cost

• Why blending into existing products may scale faster than standing alone

• How mission alignment attracts better talent, partners, and investors

Whether you’re building a food or beverage brand, navigating a legacy industry, or trying to turn a mission into a scalable business, this episode offers a clear look at how disruption actually works in practice.