Founder Feature: Alex Hanifin

Alex Hanifin knows that a good cup of coffee has the ability to make your day, warm your soul and power your adventures. That’s why she created Alpine Start, a coffee that can come with you on every journey, no brewing required. When creating Alpine Start, the mission was simple, create an “Instant coffee that actually tastes good.” Today, their delicious go anywhere coffee, has accomplished just that.

Alpine Start became an immediate success. Just months after deciding to quit her job and launch Alpine Start, she got a call that changed her life. Sports retailer REI was interested in selling her coffee. Nearly overnight, Alpine Start’s delicious instant coffee was on the shelves of the nations largest retailers, including Whole Foods.

At just 28 years old, Alex is the CEO and co-founder of Alpine Start. Keep reading to learn more about her life as a coffee superstar.

TFP: What was the lightbulb moment that made you start your company?

AH: When I realized that Instant Coffee needed a better reputation. Everything on the market was so outdated and had a bad legacy around taste. I knew we could make something better, and we did.

TFP: What about your past career prepared you for entrepreneurship? What was a total shock?

AH: I've always had an entrepreneur spirit but I worked in corporate settings prior to launching Alpine Start. I used that time as my learning experience. I needed to know how to run finance, operations, and marketing before I could set off on my own. I also needed mentors and all of my old bosses are the best mentors a girl could ask for.

TFP: What makes you want to jump out of bed every day?

AH: My team is the best! We have so much fun working together and without that, it would be tough. I also love reading consumer reviews of our products –– like how they use it, and what adventures they have taken our coffee on.

TFP: What makes your product special/ different?

AH: The taste for sure! Our tag line is, Instant Coffee that actually tastes good! Our brand is also super fun!

TFP: Why did you join The F Project?

AH: Because I love women-founded businesses! It's so inspiring and amazing to see what others are doing. We need more of this in the world!

Tess McCurdy

Tess is a content creator and brand builder currently working in the cryptocurrency space. She is an advocate for women and works closely with female-led companies to expand their voice and influence.
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