Business Review - Hiding in Plain Sight

Apr 9, 2020

THE TEXAS DROUGHT OF 2011 WAS MERCILESS. 100 YEAR OLD OAK TREES DIED, VEGETATION WILTED UNDER UNBEARABLE HEAT EXCEPT FOR ONE AND IT WAS FLOURISHING.

The plant was still green, it was looking strong. And so my sister just started to do some research. Just curious why this year Yaupon was still thriving.

ABIANNE FALLA, CO-FOUNDER OF CAT SPRING YAUPON SAYS ASKING WHY LEADS TO SEEING SOMETHING YOU'VE LOOKED AT MANY TIMES BEFORE IN A 


NEW LIGHT. RANCHERS, SEE YAUPON AS INVASIVE AND BURN IT TO GET RID OF IT. WHEREAS FALLA AND HER SISTER JEANADI FOLLOWED THE TRAIL OF WHY AND FOUND TEA.

Studies coming out of Texas A and M and the university of Florida demonstrated its antioxidants comparable, the blueberries, polyphenols comparable to green tea and that it's the only caffeinated plant native to North America.

TODAY, THE SISTERS LOCALLY SOURCED SUSTAINABLE YAUPON TEA IS IN HIGH DEMAND ACROSS THE COUNTRY.  ASKING WHY LED THEM TO DISCOVER A NEW INDUSTRY. CONTINUING TO ASK WHY IS KEY TO THEIR SUCCESS.

Everything is changing as we grow. In each stage we keep on having to put all of the questions back on the table and answering them again, because the reasons why this packaging option didn't work before, it might not be the same reason. We're learning how to not leave value on the table by keep putting all of the questions back on and learning to ask why in every stage, which is exhausting. But there's been a lot of good that's come out of that.

THE BUSINESS REVIEW IS A PRODUCTION OF KWBU, LIVINGSTON AND MCKAY AND THE HANKAMER SCHOOL OF BUSINESS AT BAYLOR UNIVERSITY.