What We Learned Taking AHARA to Newtopia in Denver
What We Learned Taking AHARA to Newtopia in Denver
A couple of weeks ago we packed up both elixirs and flew to Denver for Newtopia Now, one of the bigger natural-products shows of the year. This is the founders talking through it: what worked, what surprised us, and what we are changing next. Short version, it was one of the best experiences we have had as a company.
The moment it clicked for people
There was a pattern we did not expect. People's interest came in layers.
Someone would stop and hear alcohol-free. Then we grow our own mushrooms. Then there is an app that goes with it. You could watch the curiosity build with each one.
That layering was the most gratifying part of the whole show. We were not selling anyone. We were just answering questions, and the questions kept getting better.
Retailers noticed too
The other rewarding part was hearing interest from established national retailers. We grew up seeing some of these names in every mall we ever walked through, so having those conversations at our own booth felt surreal.
One of the nicest surprises was meeting a buyer whose company started in the same town we are from. We traveled two thousand miles to shake hands with someone from down the street.
The best feedback came overnight
Here is what stays with you. You give someone a sample on day one. They come back to the booth the next morning and want to talk for an hour about how their night went.
Some people notice a calmer, more restful night early on. Watching that land in person, and seeing how much it meant to them, was the highlight for both of us.
Why alcohol-free kept resonating
We heard the same relief over and over. A lot of mushroom extracts are sold as tinctures, and tincture usually means alcohol. Some are a meaningful percentage alcohol by volume.
Ours are not. AHARA elixirs are mushroom extract and glycerine only, with no alcohol. When people realized they did not have to catch a buzz to take a mushroom supplement, you could see the light bulb go on.
Is the mushroom space really saturated?
We hear this a lot: the mushroom category is crowded. We do not see it that way.
There are a handful of brands that have been around for a long time. What we did not see much of was innovation. There is still plenty of room to do things differently, starting with something as basic as leaving the alcohol out.
What we are fixing, and what is next
We are not going to pretend it was flawless. The packaging and the directions can be clearer, and we are updating both. Getting that feedback in real time was worth the trip on its own.
The biggest operational takeaway was Good Manufacturing Practice, or GMP. It is the standard that keeps every record and traces every step. We already run to it with our own procedures, and now we are formalizing it with an outside audit later this year.
We will be back next year, bigger and better prepared. And we are going to talk more openly about how we actually build this company, because that turns out to be part of the job too.
Show notes
Timestamped chapters from the video. Timestamps are from the auto-caption timing, so sanity-check them against the video.
- 0:00 Newtopia recap: first impressions
- 0:47 The layers of excitement (alcohol-free, we grow it, the app)
- 1:05 Retailer interest and a hometown connection
- 2:32 The overnight sample feedback
- 3:30 Denver: the city, the food, other founders
- 4:20 Drawing people in as a new brand
- 5:38 GMP: our biggest takeaway and next step
- 6:11 Family and team energy at the booth
- 7:20 Is the mushroom space really saturated?
- 8:00 Why alcohol-free resonated
- 8:39 Wrap-up and what is next
The full conversation
Lightly cleaned for reading. Claim-safe rendering of the spoken content.
We took both elixirs to Newtopia Now in Denver. It had been a couple of weeks since we got back, so we sat down to talk through it. Overall it was one of the most fulfilling experiences we have had as a company. We got to stand across from all kinds of people and talk about both products and our process.
We learned as much as we taught. We picked up ways to take AHARA to the next level. The packaging and directions can be clearer, and we are updating both.
The interest came in layers. People would hear alcohol-free, then we grow our own, then there is an app. You could watch the curiosity build. Hearing that same interest from established national retailers was rewarding. One buyer's company even started in the same town we are from. We traveled two thousand miles to meet someone from down the street.
The best part was the overnight feedback. Give someone a sample on day one, and they come back the next morning wanting to talk for an hour. Some people notice a calmer, more restful night early on, and watching that land in person was the highlight.
Denver itself was great. The food scene was phenomenal, and it was good to meet other founders at a similar stage, in the trenches on their own paths.
Our biggest operational takeaway was GMP, Good Manufacturing Practice. It keeps every record and traces every step. We already run to it with our own procedures, and now we are formalizing it with an outside audit later this year. That opens up broader retail.
People say the mushroom space is saturated. We do not see it. There are a few long-standing brands, but not much innovation. There is still room to do things differently, starting with leaving the alcohol out. A lot of mushroom extracts are sold as tinctures, and tincture usually means alcohol. Ours is mushroom extract and glycerine only, with no alcohol. When people realize that, the light bulb goes on.
That is the wrap-up. Newtopia 2027, here we come. We are going to talk more openly about how we build this company, because that is part of the job too.
Frequently asked questions
Is AHARA a tincture, and does it contain alcohol?
No. Many mushroom tinctures are extracted with alcohol and can be a notable percentage alcohol by volume. AHARA elixirs are made with mushroom extract and glycerine only, with no alcohol.
Where are AHARA's mushrooms grown?
We grow our own organic mushrooms in Rockville, Maryland, rather than buying bulk mushroom powder from a broker.
What is GMP and why does it matter for a supplement?
GMP stands for Good Manufacturing Practice. It means every step is documented and traceable and every batch is recorded. AHARA is formalizing GMP with an outside audit, which supports broader retail availability.
Which AHARA elixir is for sleep and which is for focus?
Reishi is our sleep elixir. Lion's Mane is our focus elixir. A serving is two droppers.
Meet the elixirs
AHARA is alcohol-free liquid mushroom elixirs. Reishi for sleep, Lion's Mane for focus. Grown, made, and lab-tested by us in Rockville, Maryland.
These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.