GIANT Coffee seeks market niche combining taste and function 

Finding strong, flavored coffee can be hard, and finding tasty, functional coffee is even harder. 

That’s what Ashland Huckabee thought two years ago, as he tried to find the perfect cup of coffee. 

Huckabee realized he could create a great product for an underserved market by combining the two.

On Juneteenth, Huckabee launched GIANT Coffee Co., a direct-to-consumer brand that ships flavored beans and grounds nationwide, as well as functional and enhancing add-ins. With colorful packaging, an octopus logo, and fresh ideas, GIANT brings a distinct flair to the functional flavored coffee market.

As the founder, CEO, and sole employee of the company, Huckabee has a lot on his plate, especially on top of his account manager job at Mediavine, an ad management and technology company. His business is self-funded, and Huckabee manages all of the manufacturing, supply lines, and marketing himself.

Huckabee was born in Alabama, but moved to Rochester two decades ago. For now, his roaster and fulfillment center are located in Texas.

“I do want GIANT to have a physical presence in Rochester one day, specifically around our fulfillment and operations,” says Huckabee. “But that was not the practical place to begin, especially with limited capital. Starting online gave me a way to launch, prove the concept, reach customers beyond the city, and grow toward that larger vision.”

Currently, GIANT’s sales are online, and the company ships nationwide. Huckabee uses social media as his primary marketing tool for its low cost and accessibility, posting short-form videos and photos of his operations to reach new audiences. Although he started small, he has already found success since the launch.

“My launch was great,” Huckabee says. “I had a lot of sales, more than I thought I would have. I had a lot of support from friends and family.”

So far, GIANT has reached customers in 17 states and sold 104 items in total, including 70 bags of coffee. This also includes 27 limited-edition launch mugs claimed through an opening promotion that gifts customers a mug with a purchase of $40 or more.

Huckabee hopes to turn GIANT into a national coffee brand and household name in flavored coffee. Being direct-to-consumer will remain central to the brand’s national expansion from Day 1. This system encourages customer relationships early on, as well as with email marketing and special offerings to returning customers. 

GIANT currently offers two flavors in both ground and whole beans, sourced mostly from the Matagalpa region of Nicaragua. Caramel Theory combines the sweet taste of caramel with pecans, pralines, and cream. Midnight Reserve offers the richness of dark chocolate with the additional flavors of blackberry and raspberry jam.

“I want GIANT to prove that flavored coffee can be bold, intentional, and taken seriously, not just a gimmick,” says Huckabee.

Initially, Huckabee wanted GIANT to be a company focused on selling functional coffee—that is, coffee enhanced with bioactive ingredients to provide specific health benefits. Manufacturing and logistics challenges dashed that idea, so he had to pivot. Instead, GIANT sells add-in quick-dissolve powders to maintain the business’s functional aspect.

“Finding the balance between those two things (taste and function) is really how GIANT started to propel itself into a major reality,” Huckabee says.

Neutral in taste and aroma, the add-ins enrich the original product without changing the coffee. The option currently available online, called Flow State, includes L-theanine, an amino acid that works with caffeine to create a calm focus.

Selling these add-ins separately from the coffee also gives consumers the option to choose whether they want them. GIANT’s pledge to value taste and flavor sets it apart from coffee brands that focus on function.

In addition to selling online, Huckabee hopes to partner with brick-and-mortar shops and cafes across Rochester to sell GIANT coffee to local consumers.

“I love this place. It’s my home,” he says.

Audtra Fitzgerald is a recent graduate of Ithaca College and a member of the Oasis Project’s third cohort.

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