Phil Smith

About Phil Smith

I cannot think of a better time than here and now in Portland to start a new coffee brand like ours, one that has the means to change the coffee paradigm.I started my career as a retail merchandiser 40 years ago and along the way called on Walmart in Bentonville. One key element to Walmart’s success was Sam Walton’s decision to “swim upstream”. Sam said if everyone is going in one direction, there may be opportunity the other way. That’s how Walmart started big box deep discounting in less populated areas.Speed ahead to my last consulting role with Nestle Starbucks Coffee Partnership in Seattle. After witnessing every coffee swimming in the same direction (full caffeine) with obvious limitations, AND consumers demanding more function in their coffee - primarily relaxation - the opportunity beckoned my wife and I to return to Portland to develop a product. The result was the creation of All Day Coffee, a delicious Cold Brew infused with CBD that provides unprecedented energy and relaxation benefits.After our first year in-market, consumers tell us of these benefits. All Day Coffee- Tastes better than other Cold Brew coffees - Delivers energy without the jitters or anxiety but instead, a calm, focused mind - Opens later day occasions that lead to better sleep - Relieves aches and painsThe brand appears to defy the taste/benefit trade-off products with more functionality experience. It actually tastes better AND does more.These points convert to retailer benefits of which there are primarily 2. All Day Coffee- 1. Sells more. In our 3-store bottle shop retailer, it outsold the #2 Cold Brew 2.5x in units, 3.5x in dollars; In its first full-line grocer, All Day Coffee became the #1 most profitable item of 52 Cold Brews after 7 months- 2. Sales are incremental. Something unheard of in coffee is happening with this brand - 1/2 of its sales are in lower caffeine items,+7x category averages. In 2026, we will focus All Day Coffee retailer and consumer penetration within a 5 mile radius of our production kitchen in Portland\'s Central Eastside. And, we will maintain our local, completely handcrafted uniqueness that delivers this simple value proposition: Tastes better. Does more. Feels great. Coffee is a ~$100b category that is almost entirely consumed in the morning in the U.S. If there’s one thing we’ve learned, it’s the consumer appetite for coffee benefits that deliver occasions not only in the morning but the afternoon and evening too - or in other words - ALL DAY. Sam would be proud to see us swimming upstream after him.

Experience

1. Founder & Market Developer

   All Day Coffee

   Feb 2023 — Present · Portland, OR, US

   We brought the first All Day Coffee to Portland, Oregon and to the world. This Cold Brew enhances the coffee experience with calm and focus and enables unprecedented incremental afternoon and evening occasions. All Day Coffee uses unique blends of caffeine and CBD to create the ultimate energy boost. With overwhelmingly positive feedback on taste, performance and concept from our ~dozen local retail customers and thousands of consumer interactions, we accelerated our transition to roasting and infusing in-house. Now, everything from manufacture through delivery is handled by founder and wife, making All Day Coffee a completely handmade artisan craft coffee without peer. Portland represents a microcosm for a future All Day Coffee segment and we are working to have an economically-feasible model ready when FDA approvals clear. Stay tuned.

Education

• University of Iowa

  Bba, Marketing, Computer, Stats

• Morningside University

  Business

Skills

• Customer Insight
• Crm
• Nielsen
• Fmcg
• Leadership
• Shopper Marketing
• Sales
• Management
• Analytics
• Segmentation
• Marketing Research
• Competitive Analysis
• Cross-Functional Team Leadership
• P&L Management
• Market Research
• Data Analysis
• Retail
• Selling
• Competitive Intelligence
• Categorization
• Customer Service
• Market Analysis
• Pricing
• Consumer Products
• Consumer Behaviour
• Marketing Strategy
• Data Integration
• Strategy
• Forecasting
• Supply Chain Management
• Integrated Marketing
• Sales Operations
• Business Development
• Customer Relationship Management (Crm)
• Fast-Moving Consumer Goods (Fmcg)
• Pricing Strategy