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It’s easy to get swept up in the news and activities of the industry’s global titans, but what about the smaller firms that are out there flexing their creative muscles? In this instalment of ‘Start-up of the month’ – which celebrates the lesser-known companies and their innovations – we speak to Pat McCutcheon, CEO of Power Leaves Corp, a manufacturer and international distributor of de-cocainised (removal of cocaine) coca leaf derivatives, about the company's journey so far.

Can you provide an overview of Power Leaves Corp and what inspired the development of your coca leaf extract products?

Power Leaves Corp has established the first legal supply chain for coca leaf derivatives in Colombia. We collaborate closely with the indigenous community in the Calca region to produce these derivatives, aiming to break Coca-Cola’s monopoly and introduce coca-based ingredients to major manufacturers and brands in the food and beverage industries worldwide.

The inspiration behind our products lies in the rich cultural significance of the coca leaf and the opportunity to create a sustainable, ethical and beneficial product that honours the traditions of the indigenous people whilst introducing these benefits to a global market.

How does coca leaf extract compare to other natural sweeteners on the market in terms of health benefits and taste?

Coca leaf extract offers a unique blend of health benefits and taste that differentiates it from other natural sweeteners on the market. Unlike many sweeteners that only focus on reducing calories, our extract also provides functional benefits, such as masking the bitterness of caffeine and reducing sugar content in beverages. The extract's mild herbal flavour adds a distinctive note that complements its health advantages, making it a valuable ingredient in the food and beverage industry.

What specific vitamins, minerals, and antioxidants are present in your coca leaf extract, and how do they contribute to its health benefits?

Coca leaf extract is rich in A, B-complex, C and E vitamins, alongside essential minerals like calcium, potassium and magnesium. It also contains powerful antioxidants that help combat oxidative stress. These nutrients contribute to overall health by supporting immune function and enhancing energy levels, making our extracts a comprehensive addition to any health-conscious product.

Could you explain the process of removing the alkaloids from the coca leaf and how it ensures the product is safe and beneficial for consumption?

The removal and destruction of alkaloids from the coca leaf is a critical part of our process to ensure the safety and legality of our products. We utilise a proprietary extraction technology that decocainises the coca leaves, rendering the extract safe for food and beverage consumption. The removed alkaloids are meticulously tracked and traced, mixed with a destruction agent, and securely stored in a secured area until our third-party partner disposes of them, all under strict regulatory oversight. This process guarantees that our products are both safe and compliant with international standards.

Given the controversial history of the coca leaf, what challenges did you encounter when developing and marketing coca leaf extract?

There’s definitely a stigma with the coca leaf and the derivatives of that for narcotic use, but there is virtually no stigma in terms of food and beverage consumption of coca as this has been one of the highest performing brands in the world for a hundred plus years.

We are only focused on food and beverage and fertiliser applications of the coca plant, and our company is not involved with the pharmaceutical or narcotic derivative of this plant. Power Leaves understood the challenges that would come with developing and marketing our products from the start. Our strong partnerships with the Colombian government and indigenous groups have been instrumental in addressing these challenges and moving the project forward.

How does Power Leaves address the potential stigma associated with the coca leaf and ensure transparency and compliance with regulations in different markets?

Our team, alongside our indigenous partners, are committed to breaking down the stigma associated with the coca leaf by maintaining complete transparency and strict compliance with all regulations in different markets. We’ve established a legal, certified supply chain in Colombia, supported by the indigenous communities we work with and the Colombian government.

The most unique and differentiating factor that we have is that we’ve been able to run a successful Consulta Popular, which is a vote by the indigenous communities where we attained higher than 99% support for the project. Power Leaves was the first international company to come into Colombia with such positive support of a new project.

Power Leaves prioritises clear communication and education to help demystify the coca leaf's uses and benefits, ensuring that our operations are both transparent and ethical.

What steps have you taken to ensure that your sourcing and extraction processes align with international regulations and standards for food safety?

To ensure compliance with international food safety regulations, we’ve implemented rigorous sourcing and extraction processes. We work closely with the Colombian government and indigenous communities to maintain a legal and sustainable supply chain. Our processes are regularly audited, and we adhere to strict quality control measures to meet international standards. This commitment to compliance is integral to our ability to operate globally and maintain the trust of our partners and consumers.

What advice would you offer to new start-ups in the food and beverage industry who are trying to innovate with unconventional ingredients?

For start-ups looking to innovate with unconventional ingredients, it's very important to establish strong relationships with local communities and regulatory bodies. Understanding the cultural significance and legal implications of the ingredients is at the core of what we do as a company. Start-ups should also focus on creating a transparent supply chain and ensure that their products meet all safety and quality standards. Persistence and a commitment to ethical practices will help companies (and customers!) navigate the challenges of working with unique and often misunderstood ingredients.

How important is it for start-ups to focus on sustainability and ethical sourcing, and what steps can they take to integrate these practices into their business model?

Sustainability and ethical sourcing are vital for start-ups, particularly the food and beverage industry. We’ve integrated these practices into our business model by working directly with indigenous communities, ensuring that 10% of our profits are reinvested into local infrastructure and healthcare initiatives. Our Indigenous partners – the Nasa Wala – are also shareholders in Power Leaves Corp.

Start-ups should prioritise sustainable practices by sourcing ingredients responsibly, minimising their carbon footprint, and contributing to the well-being of the communities they work with. This approach not only benefits the environment and society but also builds trust with consumers.

What role does consumer education play in the success of innovative products, and how can new companies effectively educate their target audience?

Consumer education is critical to the success of innovative products. Companies must clearly communicate the benefits, safety, and ethical sourcing of their products to overcome any misconceptions or stigma. Power Leaves achieves this through transparent communication, collaboration with trusted partners, and by leveraging media opportunities to educate the public about the true value and safety of coca leaf extract. Effective education strategies help build consumer trust and drive product adoption.

What are your long-term goals for Power Leaves, and how do you plan to expand the use of coca leaf extract in the food and beverage industry?

With our business model – manufacturing and distributing our coca-based ingredients – we feel the true sustainability comes with signing deals with major, well known, high brand adhesion CPG companies in food and beverage, giving us the opportunity to continue scaling our operations and investing in new product R&D.

I’m also excited to share that this year, Power Leaves Corp has become the first publicly traded decocainised-coca derivative manufacturer and distributor in the world, offering us a cost-effective path towards securing the growth capital we need to accelerate the expansion of our business and grow shareholder value for the long term.

Through 2025, we expect to see a number of high performing brands in the international food and beverage segments being powered by Power Leaves’ extracts. Relative to other emerging industry products, specifically plant born products that have typically had a stigma attached to them, the products we’re bringing to market have very little regulatory barriers, and can be distributed internationally for consumption.

Our long-term goals for Power Leaves include expanding the use of coca leaf extract in the global food and beverage industry. We aim to see our ingredients used by high-performing brands in the international food and beverage markets. We plan to continue scaling our operations, forming strategic partnerships and broadening consumer awareness about the benefits of coca leaf extract.

Ultimately, we envision our products playing a significant role in transforming the industry by providing a unique, sustainable and health-focused ingredient.

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