Steven Kessler

Eight years ago, Steven Kessler and Eric Schnell, co-founders of Steaz, set out to create the country’s best-tasting organic soft drink and natural energy brand. The inspiration was, “quite simply, to create a beverage brand that is better for the mind, body and soul,” says Kessler, who worked in the natural products and beverage industries for many years as an executive at a premium bottled-water company in Iceland. The duo succeeded in pioneering the first certified organic and Fair Trade Sparkling Green Teas, Zero Calorie Sparkling Green Teas (sweetened with Stevia), and Organic Energy Drinks and Shots. Available nationwide in stores from Whole Foods Markets to Shaw’s supermarkets, today, according to SPINSscan Natural, Steaz is the best-selling soft drink brand in the U.S., based on total dollar sales. Kessler notes that their mission was multi-layered.

“We wanted to provide our customers with the best tasting organic beverages on the planet while inspiring, supporting and empowering them through our commitment to organics, Fair Trade, proactive environmentalism and community involvement, thereby building a healthier world,” he says. Drink up!

Kessler shared more of his story with us:

Why green tea?

Green tea has been used for centuries for its health benefits and healing properties, yet until recently, it was primarily consumed only as a hot tea. We aimed to maximize the power of green tea by making it more accessible for people of all ages through creating innovative, delicious beverages.

Do you have a favorite beverage that you make?

Each and every Steaz product is like a child to me and, as a parent never has one favorite child, I love them all. I do find that I reach for different Steaz products according to my mood, the situation and even the weather. With the heat we’ve experienced this summer on the East Coast, it doesn’t get much better than an ice-cold Raspberry Steaz Zero.

What is the most satisfying or challenging party of your job?

The most satisfying part of my job is when I get to speak with our customers and hear how our products have enabled them to discover a better way to enjoy their favorite beverages. It can be challenging to find the highest-quality organic ingredients. We constantly strive to ensure that we are producing the best-quality and most delicious natural beverage on the planet. For instance, we were the first sparkling green tea beverage to use Stevia. It took persistence and determination, but our Steaz Zero line has thrived and is now completely calorie-free, organic and Fair Trade Certified—another first. So to see that come full circle, from a dream of creating healthier beverages to meeting our customers whose lives are healthier—and beverages tastier—because of our hard work, that makes it all worth it and truly is the greatest satisfaction I could have ever hoped for.

If someone could shadow you for one day at your job, what would surprise that person the most?

I think they’d be most surprised to find out that it’s been almost eight years that we’ve been building Steaz, and I still feel like I have the same energy as when we first started and it was just the two of us on the road, doing in-store demos, developing products and setting up distribution. While we have continued to grow over the years and the company has evolved, it may be surprising to someone shadowing me, how completely dedicated I am to nurturing a team ethic within our company along with the distributors and retailers that carry Steaz. My passion and enthusiasm for Steaz is just as strong as when we first started.

When you were a kid, what did you want to be when you grew up?

I wanted to be a world-class soccer player or a professional baseball player. I played both sports in college and went on to play soccer internationally for three years. I believe that my passion for sports and leading an athletic, healthy lifestyle is also part of my passion for creating delicious and healthful beverages.

Aside from your products, what three food items can you always find in your kitchen?

A variety of fruits, imported cheeses and bottled water.

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