Greenville Businessman’s Personal Journey Inspires Decaf Coffee Brand Creation

In a compelling twist of fate, former Iron Yard and Atlas Local founder, Matthew Smith, turned a moment of personal reflection into a thriving business venture. Smith, a well-known entrepreneur from Greenville, launched ‘Wimp’, his decaffeinated coffee brand, in July 2024. The origin of Wimp is deeply rooted in Smith’s pursuit of well-being and his resolution to conquer anxiety.

The Birth of a Decaf Coffee Brand

Smith’s idea for Wimp sprang up unexpectedly while sipping on a nonalcoholic beer. He had been navigating a journey of personal recovery, steadfastly dedicated to a healthier lifestyle. As per Smith’s reflection, “It just seemed like some people are anxious and other people aren’t.” This simple observation led him to investigate, leading to an interesting revelation – parting ways with caffeine could help mitigate his anxiety.

His pursuit of a healthier lifestyle led him to cut out caffeine, leading to noticeable improvements in his sleep and anxiety levels. However, this newfound lifestyle presented a new conundrum. Smith cherished his coffee, and decaffeinated variants fell short of quenching his thirst for a perfect cup of joe. Furthermore, he disagreed with certain methods employed by the industry to decaffeinate coffees, particularly procedures using methylene chloride.

Inspiration Manifested

Inspired by Athletic Brewing Co. – a nonalcoholic beer manufacturer with a range of flavors, and the impressive branding of other products such as Liquid Death, Smith channeled these influences into resolving his predicament. A void in flavorful, ethical, and decaffeinated coffee sparked the conceptualization of Wimp.

He joined forces with Matt Patch, a seasoned coffee roaster formerly associated with Junto Coffee, committed to matching the passion of local entrepreneurs such as Billy Goldsmith and Pierce Wylie, who co-founded Rebel Rabbit. Their collective admiration for the coffee culture fueled their determination to enhance positive impacts on their industry.

The Present and the Future

Wimp presently flaunts three coffee roasts: Coltrane, Kubrick, and Kahlo. Smith expresses deep respect for the coffee community in Greenville and has hopes of seeing his decaffeinated coffee in the pots of local cafeterias. “We want to create an option for those who love a great cup of coffee but want or need it without the caffeine.” Smith shares.

Underpinned by passion and a commitment to health, Wimp is a bold step into a niche market that values flavor and ethics equally. For anyone seeking a robust and flavorful coffee without the hit of caffeine, Wimp presents a welcomed solution. The brand is currently in the process of signing up wholesale partners and hopes to appear on coffee counters city-wide soon.