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Wunderground

A coffee and tea brand infusing adaptogens and medicinal mushrooms into their blends.

  • Female-Founded
  • Clean Ingredients
  • Ethical Production
FOUNDER Jody Hall
HEADQUARTERS Seattle, WA
Wunderground

Behind the Brand

Wunderground was launched in 2021 at the helm of serial entrepreneur Jody Hall. Jody began her career at Starbucks, spending 12 years helping the company expand from 30 to 3,000 stores, and later moved on to launch Seattle-based cupcake bakery Cupcake Royale and CBD company The Goodship. Jody got the inspiration for Wunderground in 2017, when she was at an event listening to mycologist Paul Stamets talk about the tremendous health benefits of mushrooms. She learned that mushrooms had been used in Eastern cultures for thousands of years and that the West was only just beginning to take notice of their functional benefits. Jody sensed that these adaptogenic mushrooms were going to become the “next big thing”, and leveraging her decades of experience in the coffee industry, she quickly got to work.

Aiming to develop the tastiest blend possible, Jody assembled a team of seasoned operators that included many of her former Starbucks colleagues. The team experimented with various adaptogenic mushrooms and blends of roasted beans from smallholder farms, testing dozens and dozens of different recipes. They spent two years developing a relationship with a supplier of organic, wood-grown mushrooms in China and worked with food scientists and product developers to perfect the taste. That summer, Wunderground launched direct-to-consumer with its ground and instant mushroom coffees, instantly making waves within the category. The team aspires to share the amazing benefits of mushrooms — from immunity to brain clarity to emotional balance — with their community, one cup of coffee at a time.

Meet the Maker

What has been your most unforgettable moment (good or bad) while building your company? - +

We launched Wunderground smack dab in the middle of the pandemic. It was also right when Apple changed their privacy policy too. We truly meant to launch in DTC but it was so challenging to efficiently scale We ended up getting a bunch of phone calls from the top tech companies in the world to do mushroom education sessions with their teams. Super cool! We got the idea that Wunderground would be a PERFECT fit for office coffee - especially given that "health is new wealth", in these places, and sure enough, they did too. We're working on launching our coffee in "kitchenettes" and cafes in these spaces. A much better and scalable way to grow the brand, build trial and drive our revenue. DUH. Why didn't I think of that sooner?

What is your favorite thing to do in your free time? - +

We have property north of Seattle in the San Juan Islands. I love going up there with my wife and kids to get back to nature - hit the beach, explore the forests, discover so many mushrooms! I also love cooking for my family and friends. My love language is food and hospitality!

What is an essential part of your daily routine? - +

I start my day with coffee. It's almost a mediation - grinding the beans, prepping the french press, breaking the crust and taking a few moments to think about what's ahead. It's like a mini-mediation with the reward of coffee.

What is your biggest pet peeve? - +

Laziness, not showing up, not following through.

What is one thing most people don’t know about you? - +

Before coming out, I was married...to a man! It feels like a lifetime ago. No regrets, I'm just glad I figured it out.

What do you want to be remembered for? - +

I want to be remembered for making an impact. For utilizing the megaphone of a business to make the world better. It's what drives me everyday.

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