Today we’d like to introduce you to Emmanuel Gyebison.
Thank you so much for sharing your story and insight with our readers. To kick things off, how did you get started?
I always wanted to have my shot at the American Dream. My brother and I came to the USA, specifically Knoxville, in 2002 after my parents had moved here in 1998. My mom won the visa lottery, so she got a green card. My parents came first to pave the way, then worked to bring my brother and me over. When Clinton left office, immigrants could have their children assume their status if they were under 18. So, my brother Stephen Gyebison and I came to Knoxville. We landed in Knoxville because you need someone to sponsor you as part of the visa lottery. My mom had a cousin getting her Ph.D. at UTK in education. So, in 1998, our American home in Knoxville was set up for us.
Fast forward to college: as an undergraduate at UTK, I, Emmanuel, decided to pursue business and study Marketing and International Business to start a business. Fast forward again: I graduated and worked for a digital marketing agency in sales for three years, aiming to master sales in five years. However, I was unsatisfied working for someone else’s dream. So, in January 2020, I decided to start my venture and planned on quitting my job in the next five months. I was going to save up and exit. Having worked in sales, I knew I needed to believe in whatever I sold. I needed conviction. So, I decided to make and sell healthy and tasty products that were as natural as possible and packed a punch. That’s how Green Yams was created. I chose that name because green is a great symbolic color for what I was aiming for, and yams were symbolic of natural things that came from the ground. Additionally, yams are a big part of West African food. Green Yams is the initials of the first two letters in my last name, GYEBISON.
So, I filed for my LLC. In late February/early March, I got my LLC paperwork, and then the next week, we went into lockdown for the pandemic. I used this time to focus on my business, and then when we were sent back to work, I quit the next day. Then, on Juneteenth, I signed up as a vendor to sell my Matcha and CBD. I had a great time and almost sold out of my tea packs. This gave me confidence that I could sell in Knoxville and that there was a market for my products. So, I participated in the farmers market in Maryville put on by the Friends of the Library. My CBD products were received with more skepticism because most people were skeptical about CBD and had concerns about psychoactive effects, which CBD does not cause. So, I decided to add two new products: Matcha Lion, which is lion’s mane mushrooms and matcha, and Queen’s Brew, which is matcha and cacao. These products accelerated my growth and business. This was also due to being part of the Nourish Downtown Knoxville Farmers Market.
I had been taking Lion’s Mane since 2018 and loved what it did, so it would be a great way to supplement with mushrooms if I added it to the matcha green tea powder. I also realized that no one in Knoxville was growing mushrooms on a noticeable scale. So, I shifted from CBD to mushrooms, and I saw so many different ways to use this amazing organism. Mushrooms were fun, tasty, healthy, easier, and quicker to grow than other produce. So, I built Green Yams around mushrooms. By 2021, mushrooms were starting to become trendy, so I continued adding more products like our bestseller Mushroom Brew. By 2022, mushrooms were popular, and the community had significantly grown. So, with the help of Extraterrestrial Fungi and Everything Mushroom, we started the annual Knoxville Mushroom Festival. The first year, we got such a great turnout; we truly saw how many people loved mushrooms and what they could do.
My brother Stephen started helping and getting involved in 2021, and he began doing markets for me. In 2022, he started growing and doing everything I was because my now-fiancée and I decided to move to Colorado. After all, she got a research job and a shot at a Ph.D. program at CU Anschutz. Stephen and Emma (his girlfriend) have been crushing the business in Knoxville since July 2022. Green Yams has been growing and expanding. And the Knoxville community has played the most prominent role in that by supporting us and showing us that we have a great product, and we, by showing that our products help them in their day-to-day lives.
It wasn’t obstacle-free, but would you say the journey has been relatively smooth so far?
Like many entrepreneurial ventures, the journey of Green Yams has been far from smooth. We’ve faced several challenges and struggles, each serving as a learning opportunity and a stepping stone toward our growth. Some of the key challenges include:
- Market Entry and Product Acceptance: Initially, introducing mushroom-based products in a market unfamiliar with their benefits posed a significant challenge. Educating consumers about the health advantages and versatility of mushrooms was crucial. Overcoming initial skepticism, especially regarding our CBD products, required persistent effort and strategic marketing.
- Pandemic Impact: The onset of the COVID-19 pandemic in early 2020 was a significant hurdle. It disrupted our initial plans, especially regarding physical market presence and in-person promotional events. Adapting to this new reality meant rapidly shifting focus towards online marketing and sales channels.
- Supply Chain and Production Scaling: As demand for our products grew, efficiently scaling up production while maintaining quality and sustainability standards became challenging. Ensuring a consistent supply of high-quality ingredients, particularly mushrooms, required establishing reliable supply chains and considering local cultivation options.
- Financial Management and Funding: Managing finances, especially during the early stages of the business, was a significant challenge. Allocating resources effectively between product development, marketing, and operational expenses required careful planning. Access to funding and managing cash flow was also essential to our growth strategy.
- Navigating Regulatory Landscape: Understanding and complying with the regulatory requirements, particularly for CBD products, was complex. Ensuring our products met all legal and consumer safety guidelines was paramount.
- Brand Differentiation and Positioning: In a competitive health and wellness market, establishing Green Yams as a unique and trustworthy brand was crucial. This involved creating quality products and building a brand story that resonates with our values and connects with our customers.
- Personal Sacrifices: Personal sacrifices were inevitable with any entrepreneurial journey. Balancing the demands of growing business with personal life, especially during the relocation of our founder to Colorado, required resilience and adaptability.
Despite these challenges, Green Yams has persevered, using each obstacle as an opportunity to learn, adapt, and grow. The support from the Knoxville community, the dedication of our team, and our commitment to our core values have been instrumental in overcoming these hurdles. These experiences have strengthened our business and deepened our resolve to continue offering innovative, healthy, and sustainable products to our customers.
As you know, we’re big fans of Green Yams LLC. What can you tell our readers who might need to be more familiar with the brand?
Green Yams is a dynamic and innovative business creating health-focused mushroom-based products. Our journey began with a vision to harness the natural benefits of mushrooms, bringing a unique offering to the health and wellness market. Here’s what you should know about Green Yams:
1. Specialization and Product Line:
- Mushroom-Based Products: We specialize in products derived from mushrooms, known for their health benefits and environmental sustainability. Our offerings include unique mushroom brews, the Matcha Lion drink mix (a blend of lion’s mane mushrooms and matcha), and Queen’s Brew (matcha and cacao).
- Cultivation Classes: To engage and educate our community, we also offer mushroom cultivation classes, fostering a deeper understanding and appreciation for mushrooms.
2. Brand Distinctiveness:
- Focus on Health and Sustainability: Our products are crafted with health and sustainability in mind. We prioritize natural ingredients and processes that have minimal environmental impact.
- Innovative Combinations: We’re known for creatively combining traditional health ingredients like matcha with less common yet highly beneficial ones like lion’s mane mushrooms, offering our customers unique health benefits.
3. Community Engagement and Education:
- Knoxville Mushroom Festival: We organize the annual Knoxville Mushroom Festival, a celebration of all things mushrooms, encouraging community involvement and spreading awareness about the versatility of mushrooms.
4. Brand Pride and Values:
- Quality and Innovation: We take pride in the quality and uniqueness of our products. Our continuous innovation in product development sets us apart.
- Community and Sustainability Focus: We’re committed to community engagement and sustainable practices, ensuring our business growth aligns with environmental responsibility.
5. What Sets Us Apart:
- Local Involvement and National Reach: While deeply rooted in the Knoxville community, our brand has gained national recognition, showcasing local businesses’ potential to make a significant impact.
- Personal Touch and Story: The personal journey of our founder, Emmanuel, and his family’s involvement in the business add a relatable and inspiring dimension to our brand.
6. Future Aspirations:
- Expanding Product Range: We’re constantly exploring new product ideas and innovations to expand our range, always staying true to our health and sustainability ethos.
- Broader Market Reach: While we cherish our local roots, we aim to extend our reach, sharing the benefits of our products with a broader audience.
7. Message to Readers:
- Quality and Trust: We want readers to know that Green Yams is a brand they can trust for quality, innovation, and commitment to health and sustainability.
- Invitation to Engage: We invite everyone to explore our products, participate in our cultivation classes, and join us at events like the Knoxville Mushroom Festival to experience the wonderful world of mushrooms.
In summary, Green Yams is more than just a business; it’s a manifestation of a dream to bring healthful, sustainable, and innovative mushroom-based products to a broader audience, all while maintaining a strong community connection and environmental responsibility. We’re proud of our journey and excited about the future ahead.
We love surprises, fun facts, and unexpected stories. Can you share something that might surprise us?
One surprising aspect about Green Yams, which many who know our brand might not be aware of, is the deep cultural and personal roots that inspired its creation. While our focus on mushroom-based products and sustainability is evident, the backstory and the personal journey of our founder, Emmanuel Gyebi, hold intriguing elements that are less commonly known. Stephen Gyebison was a football star in high school at Knoxville West High.
- West African Heritage Influence: Emmanuel’s West African heritage significantly influences the Green Yams. Our brand’s name, ‘Yams,’ is a nod to this heritage, as yams are a staple and culturally significant food in West Africa. This connection reflects not just in our branding but also in the values and ethos of our business.
- Transition from CBD to Mushrooms: Initially, Green Yams explored the CBD market. However, Emmanuel’s personal experience and belief in the benefits of mushrooms led to a pivotal shift in focus. This transition, driven by personal conviction rather than market trends, is a testament to our brand’s authenticity and commitment to health and wellness.
- Emmanuel’s Educational Journey: Emmanuel’s academic background in Marketing and International Business has played a crucial role in shaping the strategic direction of Green Yams. This aspect of his journey, especially his keen interest in entrepreneurship cultivated during his university days, is a foundational pillar of our business model.
- Family-Centric Business Approach: Green Yams is deeply family-oriented. The involvement of Emmanuel’s brother, Stephen, especially during the expansion phase and Emmanuel’s relocation to Colorado, highlights the importance of family support and collaboration in our business.
- Vision Beyond Business: Our founder’s vision extends beyond running a successful business. Emmanuel is passionate about community engagement, education, and promoting a sustainable lifestyle. These aspects drive our initiatives, like the mushroom cultivation classes and the Knoxville Mushroom Festival, aiming to create a broader impact than just commercial success.
- Adaptability and Resilience: The story of Green Yams is also a story of adaptability and resilience. The ability to pivot during challenging times, like the COVID-19 pandemic, and the continuous evolution of our product line in response to market dynamics and personal beliefs are less known yet critical elements of our journey.
These facets of Green Yams and our founder’s story add depth and richness to our brand, highlighting that we are not just about selling products but are deeply rooted in cultural values, personal conviction, and a vision that transcends conventional business goals.
Pricing:
- 1oz Mushroom brew & Matcha Lion $15
- 40z Mushroom brew & Matcha Lion $50
- 160z Mushroom brew & Matcha Lion $100
- $10 for 1/2 lb for Gourmet Mushrooms
Contact Info:
- Website: Greenyams.com
- Instagram: http://instagram.com/greenyamsteas
- Facebook: http://facebook.com/Greenyamsteas
Image Credits
Emmanuel Gyebison, Stephen Gyebison
