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Explaining What Your Company Does? Keep it Simple.

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This story appears in the September 2016 issue of Entrepreneur. Subscribe »

Abianne Falla and JennaDee Detro are sisters, and their family has a ranch west of Houston. Like many places in Texas, the land had become dotted with yaupon, a little holly shrub that cattle ranchers treat as a weed. But the sisters looked into the greenery’s history and discovered that it’s the only naturally caffeinated plant native to North America -- and it used to be dried, steeped and drunk.

Adam Friedberg
CatSpring’s Abianne Falla (left) and JennaDee Detro.

They started harvesting the yaupon and created a company called CatSpring Yaupon Tea. The way they figured it, nobody’s heard of yaupon, but everyone knows tea. And although their drink isn’t technically tea -- that word refers to a drink made from the Camellia sinensis shrub -- yaupon is made like tea, looks like tea and tastes like tea. So what’s the easiest way to explain what they’re selling? Call it yaupon tea.

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