How do you build a coffee brand that blends sustainability, taste, and habit change?
In this episode of The Founder Files, we sit down with Daniel and Lulu, co-founders of 4WKS, the coffee brand redefining convenience and sustainability. Built around the philosophy of “four weeks”, their pods are designed to fully break down in 28 days, align with the perfect window to enjoy coffee at peak flavor, and represent the time it takes to build a new habit.
From tackling the waste problem in coffee culture to inspiring mindful consumption, Daniel and Lulu shares the lessons behind building a values-driven brand with global potential.
We dive into:
• Why the “four weeks” concept drives everything from flavor to sustainability
• The challenges of breaking into a saturated coffee market with a bold mission
• How 4WKS is educating consumers about compostable pods and waste reduction
• The link between coffee rituals, new habits, and lifestyle change
• Lessons on purpose-led entrepreneurship and brand storytelling
This episode is packed with insights on building sustainable businesses, reshaping consumer habits, and creating brands that matter.
----------
Unlock Your Scale-Ready Score: https://roadmap.metavolve.co/
Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-call
This episode is brought to you by Metavolve.Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/
----------
To support The Founder Files:🔔
Subscribe and turn post notifications on⭐
Leave a comment to let us know your thoughts💭
Share your thoughts on Linkedin and tag Cameron Coutts
🔗 Connect with Daniel:
LinkedIn: https://www.linkedin.com/in/daniel-pretorius-54937814b/
🔗 Connect with Lulu:LinkedIn: https://www.linkedin.com/in/lulu-larch%C3%A9-a3b31b2b4/
🔗 Connect with Cameron:Instagram: / thefounderfilespodcast LinkedIn: / cameron-metavolve
----------
Chapters:
00:00 Introduction
04:10 The Story Behind 4WKS: More Than Just a Name
05:33 Inside the 4WKS Business Model: From Roasters to Retail
11:33 The Inspiration Behind 4WKS: Where Coffee Meets Sustainability
16:43 From Red Espresso to 4WKS: Carving Their Own Path
20:26 Why Lulu Joined 4WKS and the Meaning Behind the Name
27:05 How 28 Days Off Became a Core Value
38:51 Playing to Strengths: Why 4WKS Focuses on Output, Not Hours
46:03 When Founders Disagree: Lessons From 4WKS
01:02:39 From Supply Chain Struggles to Partnerships With Bootlegger & Seattle
01:22:27 Bringing Café Quality Home; Without the Waste
01:26:09 The Road Ahead: Scaling 4WKS Beyond South Africa