gener8tor Founder Series: Jeff Tezak from Tiiga
In this installment of the gener8tor Founder Series, we spotlight Jeff Tezak, co-founder and CEO of Tiiga, a wellness beverage brand harnessing the power of the African superfruit Baobab. From his roots in San Diego and a background in baseball, Jeff's journey took an unexpected turn when he met his co-founder from West Africa at the University of Nebraska. This serendipitous meeting led to the creation of Tiiga, a company committed to delivering gut-friendly hydration through Baobab-based drinks.
Launching Tiiga in 2020 amidst the challenges of the COVID-19 pandemic, Jeff faced the complexities of introducing a new product to the market. Initial traction was modest, but participation in the 2022 gener8tor accelerator program provided pivotal insights. The program emphasized the importance of patience and learning in achieving traction. Through this experience, Jeff and his team refined their product focus, highlighting Baobab's high fiber content and its benefits for gut health.
Over the past year, Tiiga has expanded its presence from approximately 100 to over 250 store locations. Revenue has seen significant growth, moving from a plateau of $15,000–$20,000 to approaching $40,000 in recent months. Jeff attributes this progress to the lessons learned during the accelerator program and the resilience developed through navigating early-stage challenges.
Operating out of Lincoln, Nebraska, Tiiga benefits from a supportive ecosystem that includes gener8tor's network and the local community. Jeff emphasizes the value of the accelerator experience, noting that it provided not only business insights but also a sense of camaraderie with fellow entrepreneurs. He advises aspiring founders to consider their life stage and readiness to commit fully when evaluating accelerator programs.
Jeff's journey with Tiiga underscores the importance of adaptability, community support, and a clear vision in building a successful startup. His story serves as an inspiration for entrepreneurs navigating the complexities of launching and scaling a business.
For a deeper dive into Jeff's experiences and insights, watch the full interview here:
