The Journey to JostArriba
A Story of Innovation and Resilience
By Holly Xing, Chief Wellness Officer of Eightbillion
When the pandemic hit, I found myself, like so many others, navigating one of the darkest periods of my life. Fear, anxiety, stress, isolation, loneliness, and insomnia became my daily companions.
To cope, I relied heavily on coffee (and copious amount of it!) to get me through each day, but the initial jolt of energy from that first cup soon gave way to jitteriness, caffeine crashes, upset stomach and sleepless nights.
Fortunately, I had been working with a team of nutritional scientists to develop natural nootropic and adaptogen products designed to boost brain health, enhance physical and mental performance, manage stress, and improve sleep quality.
I immersed myself in extensive research, reviewing hundreds of clinical studies and testing countless formulations on myself. There were days I would take so many pills that I couldn't stomach any real food! Frustrated and exhausted from swallowing capsules, I once tried pouring the powder into my coffee. It was disgusting!
Despite the unpleasantness, I knew I was onto something! As a nutritionist and formulating chemist, I was determined to develop a drink as delicious as coffee, without its negative effects, and packed with all the benefits of the nootropics and adaptogens. I wanted something I could enjoy every day, giving me strength to face whatever life threw my way.
Fast forward to 2023, and I had perfected the formula for what we now call JostArriba (meaning “JustUp”). It’s a delicious blend of Organic Fairtrade Colombian Coffee with botanical and mushroom extracts, delivering clinically proven benefits to boost brain function, mood and mental clarity. Gone are the jitters, anxiety, and upset stomachs from regular coffee, I can’t imagine going back!
