Better Brew, Better Planet: How FigBrew is Reviving an Old Tradition for Today’s Coffee Lovers

Coffee culture is thriving, but for millions of people, coffee does not always love them back. From stomach sensitivity to heart concerns, acid reflux and more, coffee can be an uncomfortable ritual many are not ready to give up. That is where FigBrew comes in.

Founded in Huntsville by husband-and-wife duo Andy and Marianne Whitehead, FigBrew started with a simple discovery: during World War II, Europeans used roasted figs to stretch scarce coffee rations. Centuries earlier, Vienna’s legendary cafés made their mark by blending figs into coffee for a smoother, healthier cup. Andy, a lifelong coffee lover with a scientific background, decided to revisit this forgotten tradition after realizing his stomach didn't share an appreciation for conventional brews. With Marianne’s partnership and persistence, FigBrew was born.

The result is a roasted fig blend that delivers on taste while offering a healthier, more sustainable option. Naturally caffeine free, FigBrew is inclusive for people who cannot drink coffee for medical, dietary or lifestyle reasons, from expecting mothers to people with ADHD or acid reflux. The environmental benefits are equally compelling: figs require just one-eighth the water footprint of coffee, one-thirteenth the carbon footprint and a fraction of the land, all without deforestation.

Since shipping its first product in 2021, FigBrew has gained national recognition – winning awards, being featured on television and earning a spot on trend lists like Forbes’ “next-gen drinks” roundup. The team recently unveiled a full rebrand and exciting new blends. Beyond their own growth, the Whiteheads are giving back by running an incubator kitchen in Huntsville where local food entrepreneurs can experiment and scale.

The gBETA Huntsville program, powered by gener8tor, played a key role in FigBrew’s trajectory. 

“Any company that can do it should go through the program,” Marianne shared. “The mentors, investors and peers help you sharpen your story and your strategy. We are still connected with so many people from the cohort.”

From a World War II workaround to a 21st century startup, FigBrew is rewriting what it means to get your daily fix: healthier, more inclusive and better for the planet.