Hi Earthrise community,
Adam here. I’m currently sitting on a stack of flat-packed boxes in our brand-new warehouse staring at a laptop screen. If I look a little weathered in our recent socials, it’s because this has officially been the most challenging week in our 2.5-year history.
But before I dive into the grit, I have to share the cosmic events that happened this week.
The NASA "Earthset" Incident
Our website traffic suddenly started spiking into the stratosphere, it wasn’t just because of our latest ad campaign. A breathtaking NASA photo of an "Earthset" went viral globally. Thanks to some accidental Google magic, thousands of space enthusiasts looking for galactic photography ended up on our shop page.
It turns out, if you're looking for a perspective-shifting view of the planet, Google thinks you might also want a perspective-shifting cup of functional cacao. While they came for the moon views, a surprising number of them stayed for the mushrooms! It was a chaotic, hilarious reminder of how far our name has traveled.
A Challenging Week
I’ve always promised to give you the behind-the-scenes, not just the highlight reel. This week our rocket ship felt like it was losing altitude. We were hit by a perfect storm:
Unprecedented demand for our products. A massive delay on one of our core adaptogens held up production. Global shipping routes shifted, fuel surcharges spiked and our carriers faced their own internal meltdowns. Trying to move an entire warehouse while simultaneously managing the busiest wholesale week of the year is something I wouldn't wish on my worst enemy.
There were moments where we were failing you. Watching delays pop up when I knew people were waiting for their morning ritual was a gut punch. Here is why this is the last time we’ll face this kind of scramble: we aren’t just fixing the problem, we’re rebuilding the engine.
Thanks to the investments we’ve recently finalised, we are moving to a high-volume fulfillment process. We are now placing significantly larger raw ingredient orders to create a buffer that protects us from global supply chain hiccups. This new, larger warehouse isn't just about space; it’s about a smarter, faster system to get bags from our door to yours without the founder-scramble delays. We’re growing up and building proper foundations.
It Doesn't Taste Like Dirt?
We’ve also been busy on the creative side. We just wrapped a massive video shoot, and we have another one scheduled for next week. The core mission of this campaign? Proving to the world that Earthrise doesn't actually taste like mushrooms. It’s our biggest hurdle... convincing people that they can get all the adaptogenic benefits without feeling like they’re drinking forest floor soup. We're leaning into the narrative-driven, real-world moments that show why we’re the #1 coffee alternative in the country. Seeing the team bring this to life in the new space has been a huge morale booster during a tough week.
Mug V2: The Verdict
It’s been a few months since we launched the Self-Stirring Mug V2, and honestly, the feedback has been incredible. We took a big risk upgrading the tech, but hearing how much you love the integrated thermometer and the new lid design makes it all worth it.
A Personal Goal: CERES
In the middle of the logistics storm, a massive silver lining appeared. We are officially stocked at CERES in Brunswick East.
This might seem like just another wholesale account, but for me, this was a major personal goal. I’ve spent years walking through CERES, admiring their commitment to the earth and community. When I was a kid, our school used to take us to CERES to learn about farming and nature. Seeing Earthrise on those shelves (right in my own backyard) was a pinch-me moment that reminded me why the 1AM spreadsheets are worth it.
Shout out to Janelle
When I was deep in the trenches of carrier delays, I read this review from Janelle, and it completely refocused me:
I found Earthrise at the perfect time as I was searching for an alternative to my coffee addiction, my nervous system was on high alert and this delicious product not only replaced my coffee but gave me something nourishing to get excited about every morning.
Janelle, thank you. To anyone else whose nervous system has been on high alert - we hear you. That’s why we’re working so hard to ensure Earthrise is the most reliable part of your day. 2.5 years in, and we’re just getting started. Thanks for bearing with us while we grow.
Happy sipping!
Adam
Co-Founder
Earthrise
