The yaupon beverage upstart returns to New York’s Javits Center with a fresh look, pouring all three flavors hot and iced.
NEW YORK, NY, June 26, 2026. Goldholly returns to the Specialty Food Association’s Summer Fancy Food Show June 28-30 with a brand-new look for America’s only native caffeinated plant, yaupon holly. The company will sample all three flavors of its USDA Certified Organic yaupon tea, hot and over ice, at Booth 4824B in the Naturally Network section. It’s the trade show debut of Clean American Caffeine, the brand identity Goldholly unveiled in late spring.
The new identity is Goldholly leaning all the way into its American roots, built around the warmth of the diner. The three flavors are now Original, Bold, and Mellow, and on a crowded specialty shelf, the look is hard to walk past.
“Coffee crosses an ocean to get to your mug. Yaupon grows in the American South,” said Liam Trotzuk, Co-Founder and CEO. “Almost every cup of caffeine Americans drink starts on another continent. We’re here to build homegrown caffeine into a category of its own.”
Clean Energy, Just One Ingredient
Goldholly’s full ingredient list is one item: organic yaupon holly. It’s grown on family-run farms across the American South with nothing but rainwater and sunshine. No sweeteners, no additives, no artificial ingredients.
Yaupon’s lift comes from a natural pairing of naturally occurring clean caffeine and theobromine, a compound also found in dark chocolate and studied for its effects on mood and focus. Caffeine sparks alertness, and theobromine smooths it out. The leaf also contains antioxidant polyphenols and flavonoids, including rutin and CGA.
“People taste it and assume there’s more to it than one ingredient,” said Andrew Little, Co-Founder and Chief Strategy Officer. “Then we tell them it’s just one plant, grown organically in American soil. That moment of surprise is our favorite part, and we’ll be chasing it all week in New York.”
Come Taste All Three
Goldholly will serve every flavor hot and iced, all three days:
- Original (Bright + Crisp): Subtly sweet and floral up front, finishing light and clean. One for green tea, matcha, and yerba mate drinkers.
- Bold (Rich + Toasted): Opens rich, with a slight nuttiness and warm toasted notes that deepen into a smoky center. For fans of black tea, Pu-erh, and even coffee.
- Mellow (Malted + Earthy): Well-rounded and balanced, with a light earthiness, subtle malted notes, and a gentle smoky finish. A versatile pick for white tea, chai, and guayusa drinkers.
Swing by Booth 4824B to meet the team, hear the story, and refuel whenever you need a lift. Pit stops encouraged.
Grown Here, Packed Here, Rooted Here
Goldholly’s yaupon is grown on family-run farms across the American South, then packed and shipped from Poughkeepsie, New York by Mid-Hudson Works, a nonprofit that has spent more than 75 years employing veterans and individuals with disabilities. Every order supports American farms, American jobs, and the communities behind them, with a short, traceable path from farm to cup and no import tariffs on the tea.
Yaupon is native to the American South, so cultivating it works with the local ecosystem instead of against it. A healthy habitat ripples outward, supporting the wildlife it shelters along with the farmers and communities that share the land. That same care carries to the shelf, where every flavor ships in a premium stand-up pouch made from post-consumer recycled materials, each one wearing a hand-drawn illustration of a critically endangered species: the Texas Ocelot on Original, the Carolina Red Wolf on Bold, and the Florida Panther on Mellow. Goldholly calls the series Nurturing What’s Native, an homage to America’s wild ecosystems and the species native to yaupon’s heartland.
Where to Find Goldholly
Visit Goldholly at Booth 4824B, Naturally Network section, Level 1, Javits Center, New York, NY, June 28-30, 2026. Goldholly is available now at goldholly.com, on Amazon and Walmart, and in select retailers across the country. Retailers can order wholesale directly from Goldholly or through Faire and Airgoods.
About Goldholly
Goldholly is a New York City-based sustainable beverage company founded in 2025 by Liam Trotzuk, Andrew Little, and Jeffrey Chung. The company makes functional beverages from yaupon holly, America’s only native caffeinated plant, grown on American farms and packed and shipped in the United States. Its flagship product, Goldholly Clean American Caffeine, is USDA Certified Organic and delivers clean energy (no jitters, spikes, or crashes) from naturally occurring compounds, while supporting American agriculture, local jobs, and the environment.
For more information, visit www.goldholly.com
or follow @drinkgoldholly on Instagram, TikTok, Facebook, LinkedIn, X, and YouTube.
Media Contact
Andrew Little
Co-Founder & Chief Strategy Officer, Goldholly
[email protected]