wiki/knowledge/food-beverage/la-natura-usa-coffee-launch.md · 680 words · 2026-04-05

La Natura USA Coffee Launch — Packaging & Production

Overview

La Natura's US coffee launch has been in planning since July and is currently stalled due to a critical packaging delay. The missed Christmas sales window has triggered a partnership crisis and a full financing pause. The project is now contingent on delivery of a formal business plan before any further investment is released.

See also: ^[1] for full client context and relationship status.

Product Scope

The US launch is scoped to core coffee only. Ewald Struggl has explicitly ruled out expanding to superfood, matcha, or flavored coffee variants until the core coffee launch is proven successful and generating revenue.

"I want not to start with superfood. When I see this disaster, how we work… I have not interesting matcha, stupid chocolate style coffee." — Ewald Struggl

Products approved for the initial US launch:
- Core coffee (basic)
- Flavored coffee (approved, pending packaging)
- Tea (packaging approved)

Packaging Timeline

Milestone	Date
US launch planning begins	July 2024
Packaging approved by Ewald	September 3, 2024
Packaging order actually placed (by Adis)	~mid-October 2024 (one week before call)
Expected packaging delivery	6–8 weeks from order (~December 2024)
Resulting launch estimate	January 2025
Christmas window missed	✗

The 2-month gap between approval (Sep 3) and order placement is the root cause of the missed Christmas window. Dubravka Kukic held responsibility for forwarding the approved packaging to print and did not do so before going on vacation.

"I approved it two months ago… 3rd of September, but Dubravka, don't forward this to print it." — Ewald Struggl

Production Notes

Ewald benchmarks packaging turnaround at one week across his other three factories. The 3-month elapsed time on this project is considered unacceptable by his standards.
Once packaging arrives (6–8 weeks from order), production can begin. This places any realistic launch in January 2025 at the earliest.
Ewald's other global operations (Rosso, Real Café references) handle similar logistics routinely and at scale — the US online channel is the sole underperforming unit.

Seasonal Context

The Christmas sales season was the stated target window for the US launch. Missing it is a significant commercial setback:

Two months of pre-Christmas selling time (November–December) are now lost.
Ewald explicitly cited being "two months before Christmas" on the call date (October 24) as a trigger for his decision to pause financing.
No revised seasonal target has been set — this depends on the business plan Mark Hope must deliver.

Current Status & Blockers

Financing paused — Ewald will not release further US funds until a formal business plan is approved.
Business plan required — Mark Hope must produce a plan with a clear timeline to first turnover. Adis Rastoder will review and control it.
Dubravka Kukic on vacation — responsibilities transferred to Adis Rastoder for the interim.
Team replacement threatened — Ewald has stated he will find a new US team if the project remains a cost center with no progress.

Key Contacts (This Project)

Person	Role	Notes
Ewald Struggl	Owner / Funder	Decision-maker; financing paused
Mark Hope	US Market Lead (Asymmetric)	Must deliver business plan
Adis Rastoder	Controller / Reviewer	Will approve business plan; took over from Dubravka
Dubravka Kukic	La Natura US Coordinator	On vacation; packaging delay attributed in part to her

Open Action Items

[ ] Mark Hope — Deliver formal US business plan to Ewald & Adis, including timeline to first turnover
[ ] Adis Rastoder — Review and approve business plan; maintain oversight of US project going forward
[ ] Ewald Struggl — Resume financing contingent on business plan approval

Source

Derived from the October 24, 2024 partnership review call. Full meeting notes and transcript: ^[2].