Kerry Sachs is the co-founder of Puroast Coffee, developer of the patented Puroast roasting process, lowers acid in coffee by 70%, delivers 5x more antioxidants, 100% pure coffee.

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Guest Resource

Puroast Coffee – Check out Kerry’s company website to learn more about its story and product availability. Try Puroast Coffee and experience the difference.

3 Value Bombs

1. Success requires deeper commitment than most people realize, and its rewards go beyond money.

2. Innovation can come from rethinking how something is done, not reinventing the product.

3. Stay committed through challenges, persistence and customer impact can keep the mission moving forward.

Sponsors

HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!

Fitnexa: If better sleep is a priority for you, Fitnexa helps you create the environment and routine to make it happen. Visit Fitnexa.com and use code EOFIRE10 to save $10 on SomniPods 3 today!

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: Coffee and Wellness

[1:40] – Kerry shares something he believes about becoming successful that most people disagree with.

• He believes many people underestimate the commitment required to succeed.
• Entrepreneurship can be exciting and rewarding while also being incredibly frightening.
• He doesn’t measure success solely through financial returns.
• Other rewards and forms of impact can be equally meaningful measures of success.

[3:32] – Kerry talks about what inspired him to challenge the assumption that coffee is simply something that wakes people up and tastes good, rather than something that can support health.

• He describes an “aha moment” that occurred while working with coffee growers in South America.
• Coffee has tremendous appeal because of its caffeine, aroma, and flavor.
• He discovered that coffee had historically been considered a healthy beverage.
• The experience led him to investigate whether modern coffee production had changed some of those qualities.

[5:45] – Kerry tells why acidity is such a concern for coffee drinkers, and how Puroast solved the problem while staying 100% pure coffee.

• He explains that green coffee beans themselves aren’t acidic in the same way that roasted coffee can be.
• According to him, acidity is produced during the roasting process.
• He discovered that traditional roasting methods used by growers could preserve the coffee’s flavor and aroma while limiting acid formation.
• Puroast combined this traditional roasting craft with modern technology to create its process.
• The result was a coffee that remains 100% coffee without adding ingredients to address the acidity.

[8:13] – Kerry talks about how changing the roasting process transformed the coffee itself.

• His original works in South America involved technology for helping farmers dry their crops using low-cost renewable energy.
• While working with growers, he began drinking their coffee and noticed how different it tasted.
• He became curious about why coffee elsewhere didn’t taste the same.
• The growers explained that reproducing their traditional roasting approach at scale was too expensive using conventional energy systems.
• He realized that combining low-cost sustainable energy with traditional roasting could potentially make the process commercially viable.
• The team spent years refining the technology and ultimately developed a system that was patented in 2026.
• He describes the entrepreneurial journey as one filled with rejection, but persistence kept the project moving forward.

[11:31] – A timeout to thank our sponsors.

• Fitnexa: If better sleep is a priority for you, Fitnexa helps you create the environment and routine to make it happen. Visit Fitnexa.com and use code EOFIRE10 to save $10 on SomniPods 3 today!
• HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!

[15:20] – Kerry talks about what Puroast’s differences in acid and antioxidants mean for the everyday coffee drinker.

• He says the differences come from the chemistry created during roasting.
• Customer feedback initially prompted the company to investigate why people were experiencing a smoother drinking experience.
• The company worked with coffee chemistry researchers at the University of California, Davis.
• He says research found that the roasting method could alter coffee’s chemistry while preserving its caffeine and pure-coffee composition.
• He explains that the roasting process converts compounds that would otherwise contribute to acidity into phenolic compounds, which are antioxidants.

[17:48] – Kerry talks about what are the biggest challenges in bringing this innovation to market.

• He credits his brother, James Sachs, with helping bring the product from an innovation to a commercially viable brand.
• James contributed expertise in getting a product onto shelves, into distribution, and available for consumers.
• The brothers worked with artists to create a brand identity that reflected Puroast’s origins.
• Neither initially had traditional coffee or sales experience, so they learned and built the business as they went.
• Customer feedback became an important source of motivation, particularly hearing from people who said Puroast allowed them to enjoy coffee again.
• Building the brand required technology, research and development, manufacturing, branding, sales, and distribution.
• He emphasizes persistence and finding efficient ways to generate revenue as important parts of the journey.

[20:19] – Kerry talks about how he see coffee evolving as consumers become more focused on health, wellness, and functional foods.

• He believes Puroast’s roasting method has significant potential as consumers increasingly connect coffee with health and wellness.
• He sees the process as commercially viable and capable of being scaled.
• He believes consumers will increasingly ask why coffee can’t deliver both great taste and health-related benefits.
• Because Puroast owns technology around its roasting process, he sees significant future opportunity for the company.

[21:34] – Call to action.

• Puroast Coffee – Check out Kerry’s company website to learn more about its story and product availability. Try Puroast Coffee and experience the difference.
• Kerry encourages listeners to research health and low-acid coffee claims rather than accepting claims at face value.
• He recommends comparing brands, examining their research, and understanding how their products are made.
• Kerry emphasizes that Puroast discloses information about its process and encourages consumers to investigate for themselves.

[23:26] –  Kerry shares how it feels after drinking a couple cups of coffee, and what might happen if you try a coffee like Puroast.

• He agrees that consumers should pay attention to how coffee makes them feel.
• He describes his own experience with Puroast as a smoother, “feel-better, not bitter” experience.
• He shares a demonstration involving green and roasted coffee beans to illustrate how roasting dramatically changes the sensory experience.
• The same bean can have a completely different taste and sensory profile after roasting.
• He believes the first thing consumers will notice when comparing Puroast is its smooth, rich flavor.

[23:20] – Thank you to our Sponsor!

• HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!

Killer Resources!

1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!

2) Free Podcast Course: Learn from JLD how to create and launch your podcast!

3) Podcasters’ Paradise: The #1 podcasting community in the world!

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