During conversations with Joanna Johnsen, the first thing one notices is her megawatt smile and boundless energy. In only a few minutes’ time, it becomes clear that Joanna has enthusiasm for family, community and coffee.
“I’m a lot,” she admits with a laugh. “I had a dream one night in 2022, and by the time my husband woke up that morning, I already had our packaging, domain and name registry complete.”
Joanna doesn't waste time when she has a passion for something. Prior to that 2022 dream, she says she'd been struggling with joint pain. Working with a nutritionist, Joanna discovered she had a multitude of food sensitivities, all of which contributed to the health issues that kept her from feeling her best. Dairy, gluten and artificial flavors became ingredients she needed to avoid.
She was advised to increase her protein intake by adding it to her morning coffee. “My morning coffee was a ritual for me, but with my food sensitivities, it was hard because I had to avoid whey protein due to dairy, and vegan proteins because of peas. So I came up with the perfect ingredient to add to my coffee: collagen.”
Collagen is a protein that contributes to the strength and elasticity of tissues throughout the human body. Accounting for nearly a third of the total protein in the body, collagen is a building block for muscles, cartilage, ligaments, bones, hair and skin. Collagen is an important part of the gastrointestinal tract, and aids in the structure of the vascular system. With age, collagen levels decrease, impacting all of these systems.
Although Joanna recognized the importance of collagen protein, the frequent travel she and her family did made it difficult to ensure she was able to always add this to her daily routine. From the frustrations of having to pull over several times a day to make coffee and the mess of adding collagen to her brew, Joanna created The Roasted Purpose.
The Roasted Purpose is a truly unique coffee. Free of dairy, gluten and artificial ingredients, it packs 18 grams of protein, derived from grass-fed bovine collagen. The Roasted Purpose is blended, not brewed, and it can be served hot or iced. Simply add a scoop to water and blend for 15-20 seconds.
Current latte flavors include blueberry, chocolate-covered banana, cinnamon dolce, creamy caramel, hazelnut, horchata, maple pumpkin spice and peppermint mocha, in addition to chocolate, vanilla, chai, matcha and unflavored proteins.
Joanna doesn't stop there, however. She says her passion for health extends to the community. For every purchase of coffee from The Roasted Purpose, a portion of sales is donated to Restoration House of St. Louis. Restoration House is an immersion project aimed at helping St. Louis urban youth achieve success through a holistic approach for each child. Kids served by Restoration House have received full scholarships to college and trade school. They receive meals, hygiene essentials, clothing, laundry and assistance obtaining necessary forms of identification that are required when applying for housing and employment.
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TheRoastedPurpose.com