crafting health, heritage and innovation:
An Interview with Jerry Grammont, Co-Founder of Mabi Artisanal Tea
April 2024 | By Lynn Henry-Roach
Jerry Grammont, a Haitian-American entrepreneur with roots in Long Island, New York, and an upbringing in Haiti, recounts his trajectory from fashion merchandising and brand marketing to technological ventures and eventually to the helm of Mabi Artisanal Tea.
Jerry Grammont's Background:
Jerry Grammont is the Co-Founder of Mabi Artisanal Tea, a Plant-based, ready-to-drink beverage system. He recently spoke to Lakol Magazine. In the interview, Jerry recounts his journey from designing fashion merchandising, brand marketing, and website design for SeanJohn.com to product placement and creating AI technology. Yet, Mabi Artisanal Tea is so different from his previous ventures. It is a family-operated international business he has helped build, rapidly expanding into the clean beverage market.
I asked him to describe his beverage: Mabi Artisanal Tea is a functional, plant-based, ready-to-drink beverage system crafted with herbs, spices, mabi bark, and natural fruits—at times, these fruits are exotic. However, the goal is to promote health using natural ingredients that boost antioxidants, anti-inflammatory, and anticoagulation. So, it's all about health and wellness.
Jerry’s story begins as the son of immigrant parents from Haiti. As adolescents, his parents arrived in the United States and moved to Brooklyn, New York. Around the age of six, Jerry's grandparents took him to live in Haiti. He would periodically visit the States. He completed his elementary and secondary education in Haiti under the French Educational system. In 2000, he returned to live in the US and to attend college.
Jerry Grammont's Background:
Jerry Grammont is the Co-Founder of Mabi Artisanal Tea, a Plant-based, ready-to-drink beverage system. He recently spoke to Lakol Magazine. In the interview, Jerry recounts his journey from designing fashion merchandising, brand marketing, and website design for SeanJohn.com to product placement and creating AI technology. Yet, Mabi Artisanal Tea is so different from his previous ventures. It is a family-operated international business he has helped build, rapidly expanding into the clean beverage market.
I asked him to describe his beverage: Mabi Artisanal Tea is a functional, plant-based, ready-to-drink beverage system crafted with herbs, spices, mabi bark, and natural fruits—at times, these fruits are exotic. However, the goal is to promote health using natural ingredients that boost antioxidants, anti-inflammatory, and anticoagulation. So, it's all about health and wellness.
Jerry’s story begins as the son of immigrant parents from Haiti. As adolescents, his parents arrived in the United States and moved to Brooklyn, New York. Around the age of six, Jerry's grandparents took him to live in Haiti. He would periodically visit the States. He completed his elementary and secondary education in Haiti under the French Educational system. In 2000, he returned to live in the US and to attend college.
Career Evolution:
Lakol: Did you do any training after high school?
Grammont: I came to Georgia and started studying computers at Gwinnett Tech, then I got bored and went to the International Fine Arts College in Miami. I worked for Plot developers with my cousin and mentor. I did some branding with Disney, Bic, and Estee Lauder.
Grammont: After that experience, I wanted to pursue something more natural to my calling, so I went back to school for mechanical engineering. I went to one of New York /Polytech's top engineering schools, which became part of NYU. It was expensive. I wound up transferring to NYIT because I got a partial scholarship. Ten years into my career, I'm married with three kids and a house; all these things are happening.
Lakol: When did you create Mabi Artisanal Tea?
Grammont: We're going to fast-forward through this. "In 2010, while still in school, I pitched a tech company to Jerry Yang at Yahoo.com, and he invested half a million right then and there. He later invested a million. I sold this company and started a new tech company in 2015 called Employtoy, which brought me back to AI again. I returned to school to study software engineering. I later shut down my company due to some bad press dealing with AI issues. When this happened, I became very depressed.
Childhood Memories to Entrepreneurial Inspiration:
Reflecting on his childhood in Haiti and pivotal moments of discovery, Grammont shares how a family vacation to Jacmel sparked the idea of introducing Mabi Tea to the US market. Inspired by the refreshing taste and heritage of Mabi, Grammont collaborated with his mother, a naturopath doctor, to craft unique tea blends infused with Mabi bark and fruits.
It was Christmas 2018, and Jerry, his wife, and their children decided to take a family vacation. Amid the turmoil in Haiti, they still went on vacation with cousins to Jacmel, Haiti.
Jerry ran out of water while hiking with his family in Bassein Blu. They bought Mabi from a local merchant to drink. Although he had heard about it growing up in Haiti as a child, this was his first taste of Mabi. He and other family members found the Mabi drink refreshing and bitter. Jerry shared his discovery of this new drink with his mom, a naturopath doctor, and the owner of Belzeb (Beautiful Herb) in Haiti.
Lakol: Did you do any training after high school?
Grammont: I came to Georgia and started studying computers at Gwinnett Tech, then I got bored and went to the International Fine Arts College in Miami. I worked for Plot developers with my cousin and mentor. I did some branding with Disney, Bic, and Estee Lauder.
Grammont: After that experience, I wanted to pursue something more natural to my calling, so I went back to school for mechanical engineering. I went to one of New York /Polytech's top engineering schools, which became part of NYU. It was expensive. I wound up transferring to NYIT because I got a partial scholarship. Ten years into my career, I'm married with three kids and a house; all these things are happening.
Lakol: When did you create Mabi Artisanal Tea?
Grammont: We're going to fast-forward through this. "In 2010, while still in school, I pitched a tech company to Jerry Yang at Yahoo.com, and he invested half a million right then and there. He later invested a million. I sold this company and started a new tech company in 2015 called Employtoy, which brought me back to AI again. I returned to school to study software engineering. I later shut down my company due to some bad press dealing with AI issues. When this happened, I became very depressed.
Childhood Memories to Entrepreneurial Inspiration:
Reflecting on his childhood in Haiti and pivotal moments of discovery, Grammont shares how a family vacation to Jacmel sparked the idea of introducing Mabi Tea to the US market. Inspired by the refreshing taste and heritage of Mabi, Grammont collaborated with his mother, a naturopath doctor, to craft unique tea blends infused with Mabi bark and fruits.
It was Christmas 2018, and Jerry, his wife, and their children decided to take a family vacation. Amid the turmoil in Haiti, they still went on vacation with cousins to Jacmel, Haiti.
Jerry ran out of water while hiking with his family in Bassein Blu. They bought Mabi from a local merchant to drink. Although he had heard about it growing up in Haiti as a child, this was his first taste of Mabi. He and other family members found the Mabi drink refreshing and bitter. Jerry shared his discovery of this new drink with his mom, a naturopath doctor, and the owner of Belzeb (Beautiful Herb) in Haiti.
Grammont: Once I get home, I tell my mother I'm considering launching this as the Caribbean Haitian version of iced tea in the US. There is nothing like this! It's a unique flavor! I would love for you to make the tea blends. We went into her lab. She created multiple tea blends, and we transformed those tea blends into herbal teas. Herbal brewed iced tea, I infused it with the Mabi bark and fruits, and we produced a special formulation around the tea blends and the spices that allowed it to conserve.
The Birth of Mabi Artisanal Tea:
Grammont: The first step was to get it to conserve and not spoil in the fridge for at least a month. Once that was successful, I started reaching out to friends at the restaurant I had here in Atlanta and giving them a taste of the product. I asked them if they would carry it at their restaurant. I showed them how to make cocktails with it and to expand their menu lineup. It took off from there.
Lakol: What would you say makes Mabi Artisanal Tea unique?
Grammont: Absent in the US, Mabi has been consumed in the Caribbean for over 250 years. Mawby was a drink that slaves, pirates, generals, and everybody consumed in the Caribbean back then. In researching Mabi, I discovered that the Universities in California, Texas, and Tennessee had done independent studies about It, and all agreed that it's a natural anticoagulant. It helps lower blood pressure.
Grammont: Every time somebody tells me that, it reminds them of when they would see their grandparents and make iced tea when they brewed iced tea with fruits and natural leaves. They tell me how they like it; it feels very tingly and clean inside. The flavor profile is very exotic.
To Market and Unique Selling Proposition:
Lakol: Where do you sell your beverage?
Grammont: We have three business models. One of them is an e-commerce brand where you can buy directly from Instagram, Facebook, or our website. We have launched a few new platforms, like Amazon. We are also in the nationwide and mass distribution markets right now. We are in eleven airports throughout the United States. You can find us at JFK, LaGuardia, Newark, Orlando, Maryland, Virginia airports, Texas, Colorado, Minneapolis, and others.
Lakol: Is it available at a kiosk, restaurant, or store?
Grammont: We are specifically with OTG, and they are one of the largest retail distributors for airports in the United States. They own restaurants and convenience stores and have multiple sales terminals at each airport.
Grammont: We are in Hawaii and Puerto Rico. We recently partnered with Portland Trailblazers, and they introduced us to one of their partners, which is a large market. We are in multiple small health food stores across the United States, in about thirty states, with 1,000 to 2,000 locations nationwide.
Lakol: How would you describe your consumers?
Grammont: Based on all the data from our consumers, they are between millennials and Gen Z. They are between twenty-two and forty-five and are health conscious. They care about sustainability. They care about clean products and not just clean labels. They want to be able to read the ingredients on the product label. They also want to back companies that are proactively helping. They care about that. These consumers also tend to travel. They are often well-educated and are also in their parenting years.
We are entirely plant-based, including the sugar we buy wholesale to make these beverages; we ensure that it does not go through any bone char filtering because bone char is an animal byproduct. We think through every ingredient in the process that goes through the supply chain. Our consumers are always thinking about tomorrow. They care about sustainability, health and wellness, and mental health. They see it as a continual concept.
Jerry and his team leverage restaurant partnerships and emphasize its rich cultural heritage and health benefits. Mauby’s distinctive taste has a 250-year history of consumption in the Caribbean. Mabi Artisanal Tea appeals to consumers looking for authentic, clean, sustainable beverage options.
The Birth of Mabi Artisanal Tea:
Grammont: The first step was to get it to conserve and not spoil in the fridge for at least a month. Once that was successful, I started reaching out to friends at the restaurant I had here in Atlanta and giving them a taste of the product. I asked them if they would carry it at their restaurant. I showed them how to make cocktails with it and to expand their menu lineup. It took off from there.
Lakol: What would you say makes Mabi Artisanal Tea unique?
Grammont: Absent in the US, Mabi has been consumed in the Caribbean for over 250 years. Mawby was a drink that slaves, pirates, generals, and everybody consumed in the Caribbean back then. In researching Mabi, I discovered that the Universities in California, Texas, and Tennessee had done independent studies about It, and all agreed that it's a natural anticoagulant. It helps lower blood pressure.
Grammont: Every time somebody tells me that, it reminds them of when they would see their grandparents and make iced tea when they brewed iced tea with fruits and natural leaves. They tell me how they like it; it feels very tingly and clean inside. The flavor profile is very exotic.
To Market and Unique Selling Proposition:
Lakol: Where do you sell your beverage?
Grammont: We have three business models. One of them is an e-commerce brand where you can buy directly from Instagram, Facebook, or our website. We have launched a few new platforms, like Amazon. We are also in the nationwide and mass distribution markets right now. We are in eleven airports throughout the United States. You can find us at JFK, LaGuardia, Newark, Orlando, Maryland, Virginia airports, Texas, Colorado, Minneapolis, and others.
Lakol: Is it available at a kiosk, restaurant, or store?
Grammont: We are specifically with OTG, and they are one of the largest retail distributors for airports in the United States. They own restaurants and convenience stores and have multiple sales terminals at each airport.
Grammont: We are in Hawaii and Puerto Rico. We recently partnered with Portland Trailblazers, and they introduced us to one of their partners, which is a large market. We are in multiple small health food stores across the United States, in about thirty states, with 1,000 to 2,000 locations nationwide.
Lakol: How would you describe your consumers?
Grammont: Based on all the data from our consumers, they are between millennials and Gen Z. They are between twenty-two and forty-five and are health conscious. They care about sustainability. They care about clean products and not just clean labels. They want to be able to read the ingredients on the product label. They also want to back companies that are proactively helping. They care about that. These consumers also tend to travel. They are often well-educated and are also in their parenting years.
We are entirely plant-based, including the sugar we buy wholesale to make these beverages; we ensure that it does not go through any bone char filtering because bone char is an animal byproduct. We think through every ingredient in the process that goes through the supply chain. Our consumers are always thinking about tomorrow. They care about sustainability, health and wellness, and mental health. They see it as a continual concept.
Jerry and his team leverage restaurant partnerships and emphasize its rich cultural heritage and health benefits. Mauby’s distinctive taste has a 250-year history of consumption in the Caribbean. Mabi Artisanal Tea appeals to consumers looking for authentic, clean, sustainable beverage options.
Lakol: What year did you start your company, and where are your headquarters?
Grammont: We started in late 2019 but did not get into mass production and distribution until 2021. Our company brand officially came into existence and went to market in 2021. Our headquarters are in Atlanta.
Lakol: Who is on your business team?
Grammont: We are a family business. Haiti has about ten to fourteen people, while we have eight in the US.
Grammont: My mother runs everything on the factory side in Haiti using raw ingredients. My wife runs the business operations here in the United States; she is the chief operations officer. Our oldest son is the supply chain manager. He ensures constant monitoring of the raw ingredients we have in place and any upcoming productions.
He is also ensuring that we have enough in Haiti's storage. He oversees the import of raw ingredients into the US and works with customs. We have started surrounding ourselves with the experts we needed to grow continuously. But it was important to get people from our community.
Expansion and Future Prospects
Lakol: Where do you see the company's future in another five years?
Grammont: We continue to expand in the United States and ensure strategic placement in the larger supermarkets. Soon, we will announce our plans with a new investor and exclusive partner in South Florida. It has been one of the key areas that we have been looking to expand.
Grammont: We have arrived in South America and just shipped out our first pallets. We will expand into the South American, Canadian, and Caribbean markets in the next five years.
Grammont: I am happy to share that we're also working with an international bank to develop a beverage and canning factory in Haiti, where we'll produce sustainable beverage cans. We will make our Mabi Tea in Haiti. We will put everything in cans, which are less costly and more sustainable. Cans are recyclable, and there are no issues with microplastics seeping into your food or drink. There are significant benefits to canning, and clean beverages are going towards that trend.
Navigating the Competitive Landscape:
Lakol: Who are your competitors?
Grammont: Within the beverage sector, we specifically sit in the health and wellness, natural beverages. This is a big industry. Poppy are clean sodas, and they also have hints of tea, but still, they have extracts. However, Poppy is still considered a health and wellness brand. Poppy is valued at over $480,000,000. Then you have Liquid Death. It started as a water brand and has expanded into sparkling and other products. Liquid Death just got a billion-dollar valuation.
Grammont names key competitors such as Poppy and Liquid Death while underscoring Mabi Tea's unique natural, sustainable alternative positioning.
Beyond Business: Personal Passions and Values
Grammont finds joy in nature, hiking, and spending quality time with family, embodying the values of balance, sustainability, and community. Jerry Grammont's journey exemplifies the fusion of entrepreneurship, cultural heritage, and a commitment to holistic well-being embodied in Mabi Artisanal Tea.
With an eye toward expansion, Grammont outlines Mabi Artisanal Tea's presence in various channels, including eCommerce, nationwide distribution, and strategic partnerships with airports, stadiums, and health food stores across the US, Hawaii, and Puerto Rico. Additionally, plans for international expansion into South America, Canada, and the Caribbean and initiatives to set up a beverage factory in Haiti underscore Mabi Tea's global ambitions. As Grammont continues innovating and expanding his vision, Mabi Tea is a beverage symbol of health, heritage, and innovation.
Lakol: Who are your competitors?
Grammont: Within the beverage sector, we specifically sit in the health and wellness, natural beverages. This is a big industry. Poppy are clean sodas, and they also have hints of tea, but still, they have extracts. However, Poppy is still considered a health and wellness brand. Poppy is valued at over $480,000,000. Then you have Liquid Death. It started as a water brand and has expanded into sparkling and other products. Liquid Death just got a billion-dollar valuation.
Grammont names key competitors such as Poppy and Liquid Death while underscoring Mabi Tea's unique natural, sustainable alternative positioning.
Beyond Business: Personal Passions and Values
Grammont finds joy in nature, hiking, and spending quality time with family, embodying the values of balance, sustainability, and community. Jerry Grammont's journey exemplifies the fusion of entrepreneurship, cultural heritage, and a commitment to holistic well-being embodied in Mabi Artisanal Tea.
With an eye toward expansion, Grammont outlines Mabi Artisanal Tea's presence in various channels, including eCommerce, nationwide distribution, and strategic partnerships with airports, stadiums, and health food stores across the US, Hawaii, and Puerto Rico. Additionally, plans for international expansion into South America, Canada, and the Caribbean and initiatives to set up a beverage factory in Haiti underscore Mabi Tea's global ambitions. As Grammont continues innovating and expanding his vision, Mabi Tea is a beverage symbol of health, heritage, and innovation.
