“A rock pile ceases to be a rock pile the moment a single man contemplates it, bearing within him the image of a cathedral.”
- Antione Saint-Exupery
DankeSuper started with an idea, developed into a brand, digressed into stores, and evolved into a philosophy. The original idea was “simple”, create tastefully designed ‘supplements’ that enable individuals to enjoy plant based (specifically hemp) benefits by integrating it into pre-established routines. From here, we developed the concept brand “simple&soda”. As the name may imply, we initially intended to focus on two areas: a hemp enhanced simple syrup (sugar water) and “soda” flavors that could be used with SodaStream or integrated into cocktails. The beauty of idea was offering hemp-derived benefits without taking up the space or consuming significant energy (which results in higher cost to the consumer and environment) of a traditional ready to drink beverages.
As is often the case, we discovered our idea was not entirely novel, and that renowned chef Ron Silver had embarked upon a similar journey around the same time with Azuca. Competition rarely serves as reason alone for discouragement, but combined with regulatory hurdles that specifically limited our market adoption strategy we started to feel constrained on our path forward. We had invested tremendous energy into an incredibly difficult problem and actually found the right partner to deliver a market leading solution. An ultra high efficacy hemp in a broad & full spectrum format that didn’t taste and smell like rotten hemp-infused envelop glue. After consuming a sickeningly exhaustive array of hemp extract products we were left with only one extraordinarily clean tasting, high quality experience.
Overwhelmed with the imminent desire to share our experience, we introduced “optimally dosed” DS Series in three distinct flavor profiles. This proved wildly popular and we began an aggressive expansion of product offering as result: DankeSuper Body Care, DS Special & Super series tinctures, chocolate bon bon, chocolate bars in three varieties, and Full Spectrum Pate de Fruit in raspberry and passionfruit. In November 2019, we assumed responsibility for seven mall kiosk and retail management units in the Tristate area and agreed to assume responsibility for two additional in Arizona (Scottsdale Fashion Square & Arrowhead Town Centre). Our minds brimmed with visions of “Naturally Mindful” apothecaries throughout the United States! Sales were good, feedback strongly positive, and yet the fabric of our identity began to feel strained. Our operations had become the inverse of one of our primary virtues: sustainability.
Then coronavirus struck annihilating our primary distribution channel, wrecking havoc on the supply chain, rewriting our collective understanding of sustainable and stable. It was a glimpse of truth for which we had forgotten to ask. DankeSuper has contemplated the rubble, and bear within us a vision of authentic mindfulness. You’re Welcome.