Season 10

Andrew Salisbury · Founder & CEO, Purity Coffee

Andrew Salisbury's Regenerative Experiment for Antioxidant Coffee

Coffee health benefits are backed by decades of science — learn how one founder tested antioxidants, soil, and sourcing to build a healthier daily cup. Most people drink coffee every day without asking what's actually in the cup. Andrew Salisbury, founder of Purity Coffee, started asking that question ten years ago — and the answer changed how he thinks about one of the world's most consumed beverages. The story began with a personal problem. Salisbury's wife was dealing with low energy, and he suspected her coffee habit wasn't helping. Curious, he met with coffee researchers at the Institute of Coffee Studies, expecting a simple answer. Instead, he got a long list of documented coffee health benefits — support for preventing type 2 diabetes, liver disease, chronic inflammation, and even Alzheimer's — tied to specific compounds like chlorogenic acids and antioxidants. One finding stood out: coffee outranks blueberries and kale as the leading source of antioxidants in the average American's diet. The benefit doesn't come from caffeine — it comes from polyphenols that form (or get destroyed) depending on how the coffee is grown and roasted. That distinction became the foundation of Purity Coffee. Rather than treat coffee as a flavor product, Salisbury built a company around a single question: what happens if every decision, from cultivar to roast curve, is made for health first? Purity now runs coffee through three layers of testing. First, the bean is screened for mold, heavy metals, and pesticide residue. Second, the soil itself is tested, since nutrient-rich, shade-grown soil produces beans with measurably higher antioxidant content than industrially farmed coffee. A third layer — testing the coffee's effects in the body — is currently underway. This soil-first approach also has a climate benefit. Regenerative farming sequesters carbon instead of releasing it, meaning healthier coffee and lower environmental impact aren't competing goals — they're the same outcome. The stakes are rising. Salisbury points to World Health Organization projections estimating a 50% drop in Arabica coffee availability by 2035 due to climate change in equatorial growing regions — a reminder that sourcing decisions made today shape whether coffee remains viable at all. For Salisbury, the goal isn't convincing people to drink less coffee. It's convincing an industry — and its drinkers — to ask better questions about a drink most of us never think twice about.

In This Episode

• Meet Andrew Salisbury: Founder of Purity Coffee — how a personal health mystery led to a decade-long investigation into what's actually in your cup
• Coffee's Surprising #1 Antioxidant Ranking — why coffee outranks blueberries and kale as the top source of antioxidants in the American diet
• Why No One Built Health-First Coffee Sooner — the gap Andrew found and why the industry hadn't filled it
• Inside Purity's Three-Level Coffee Testing — how beans are screened for mold, heavy metals, pesticides, and then for antioxidant content
• How Regenerative Farming Fights Climate Change — why soil health and consumer health point to the same outcome
• Clean Sourcing: Farm-to-Cup Transparency — what it actually takes to trace coffee from a specific farm to your cup
• Balancing Sustainability With Accessible Pricing — the tension between mission-driven sourcing and making it available to everyday drinkers
• The Future of Coffee and Soil Health — the WHO projection warning of a 50% drop in Arabica availability by 2035
• Where to Find Purity Coffee — how to get it and why it's worth making the switch