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.

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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/

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🔗 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  

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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