Milan Jordan Wants a Broader Audience to Drink Kombucha
She plans to sell six Cultured Kombucha flavors at farmers markets that accept SNAP and EBT.
For Milan Jordan, it all started with a question: "Why aren't other people who look like me drinking this?" The entrepreneur who works in architecture enjoys the taste and health benefits of kombucha, but feels it hasn't been embraced by minorities, even though the fermented tea drink is the fastest growing wellness beverage in the U.S. Sales are estimated to reach $1.8 billion by 2020.
"It seems like there is a racial divide," Jordan says. "I'm not sure of the cause. People don't think it's for them—like sushi back in the day. Black people didn't used to eat sushi. Now plenty do. There's a normalization that needs to happen before it takes off."
She believes there's a "luxury love story" about kombucha and other wellness drinks that can be offputting. That's why she's launching Cultured Kombucha. "We're building a tribe to make the wellness scene more diverse and welcoming, as probiotics are commonly overlooked in communities of color," Jordan says.
Kombucha is a probiotic beverage that contributes to gut health by introducing good bacteria. "Western diets are high sugar and high in salt," she says. "The balance in our guts is off. Probiotics help provide a balance." Other products consumed for their probiotic benefits include pickles, yogurt, and miso.