New Liquid Fuel
Story and Photography by Edible Staff
What do you do when your Paleo food truck is winterized and stored for the season? You don’t hibernate—you explore a liquid supplement for the diets of Milwaukee’s ancestral eaters, Crossfitters, NatMovers and beyond. Alan Harris, co-owner of Urban Caveman food truck, wanted to work on partnerships with companies working in the same “brain space”—i.e. gyms, the places that burn the fuel his company provided in the form of food.
Strong Coffee Company, a joint project between Harris and Adam Von Rothfelder of Milwaukee’s Drench Fitness, began in November when Refuge Smoothie Cafe found their current home on Farwell and left the space at 763 N. Plankinton Ave. Transforming a bar that blended smoothies into one that made very special types of coffee drinks, wasn’t too difficult. GoGeddit, a Milwaukee company, styled the strong man logo, and the rest of the space was made from repurposed materials.
The first step, beyond updating the decor, was to find a partnering coffee roaster. Harris says, “The reality is, there are a lot of coffee companies in Milwaukee. That provided us with high-quality roaster options and a well-informed customer base. Our focus is less on the craft of the coffee, and more on taking coffee as a base, and using our products as a supplement.”
Ultimately, the duo teamed up with Stone Creek Coffee on the java side, and supplemented the brew with “Superfood” ingredients like turmeric, cacao, coconut palm sugar and strong body powder to create drinks that boasts 10 g. of protein, 5 g. healthy fats, 4 g. resistant starch and 250 mg. of the amino acid L-theanine, nutrients reputed to help athletes eating and drinking for performance.
“We wanted to work on the formation of healthy habits—more specifically, we wanted to use existing habits, but make them better,” says Harris. “We’ve taken coffee, a common morning routine, and adding things with purpose and benefit.”
Strong Coffee Company
763 N. Plankinton Ave.