Graham Fortgang (MatchaBar)
Overview
Graham Fortgang is the co-founder and CEO of MatchaBar, a pioneering company in the matcha beverage industry. Founded in 2014 by Graham and his brother Max Fortgang, MatchaBar emerged as America's first matcha cafe, dedicated to introducing this green tea variety to a broader audience. The Fortgang brothers have transformed MatchaBar into a nationally recognized brand, providing ready-to-drink matcha beverages across the United States. MatchaBar has gained attention for its innovative approach to energy drinks, appealing to health-conscious consumers and attracting celebrity investors like Drake, Diplo, and Billie Eilish.
Recent Developments
In the past couple of years, MatchaBar under the leadership of Graham Fortgang has seen significant developments and expansions:
- 2024: MatchaBar completed another round of funding to enhance their production capabilities and distribution network, raising $901K in a Series A round.
- 2023: MatchaBar's partnership with Joe & The Juice was launched, expanding the availability of matcha in over 75 locations across the U.S.
- 2020: The company launched a successful rebranding campaign, supported by high-profile endorsements from celebrities like Billie Eilish and Diplo, introducing new flavors to their product lineup while focusing on sustainability through carbon offset initiatives.
- 2018: MatchaBar managed to secure a $8 million funding round with substantial contributions from celebrities, enabling the brand to compete directly with major energy drink manufacturers.
Personal Information
| Attribute | Information |
|---|---|
| Full Name | Graham Mitchell Fortgang |
| Born | 1992, New York, USA |
| Nationality | American |
| Occupation | Entrepreneur, CEO & Co-Founder of MatchaBar |
| Known For | Co-founding MatchaBar, a pioneering matcha beverage company |
| Education | New York University (brief study in Marketing & Branding) |
Early Life and Education
Graham Fortgang was born in 1992 in New York City. Growing up in a family with entrepreneurial roots, Graham was exposed to business and innovation from a young age. His teen years were spent immersed in various entrepreneurial endeavors, which included organizing music events and joining real estate ventures. Graham attended New York University, briefly studying Marketing and Branding, which provided him with foundational skills that would later contribute to the creation of MatchaBar.
Career and Notable Achievements
Graham's entrepreneurial journey took a major turn when he co-founded MatchaBar in 2014 with his brother Max. This venture marked the establishment of the first matcha-focused cafe in the United States. From its humble beginnings in Brooklyn, the brand rapidly expanded:
- 2014: MatchaBar opened its first location in Williamsburg, New York.
- 2016: The company's products were picked up by Whole Foods for national distribution.
- 2018: Feature on Forbes' Under 30 list for revolutionizing the energy drink market with "Hustle," a matcha-based energy drink.
- Other Ventures: MatchaBar has also embraced e-commerce and established a strong presence in direct-to-consumer sales.
Current Work and Impact
Today, Graham Fortgang continues to lead MatchaBar as its CEO, overseeing daily operations and strategic expansions. Under his leadership, MatchaBar aims to solidify its position as a leader in the matcha and natural energy drink industry by focusing on health-conscious, sustainable beverage choices. The lasting impact of MatchaBar is seen in its ongoing attempts to alter energy consumption habits in America, shifting preferences towards plant-based alternatives. Graham's vision places MatchaBar at the forefront of beverage innovation, blending health benefits with dynamic marketing strategies.
Conclusion
Graham Fortgang's contribution to popularizing matcha in America through MatchaBar has been inventive and influential in the beverage industry. The brand's pioneering efforts have reshaped consumer perceptions of matcha, not just as a tea but as a viable alternative to traditional caffeinated drinks. As MatchaBar continues to grow, Graham Fortgang is poised to further enhance its impact, combining entrepreneurial acumen with a commitment to health and sustainability.