When you purchase premium Iron Dome Coffee, you can feel good knowing that you’re helping a nonprofit in Israel dedicated to rehabilitating the mental and physical health of wounded IDF soldiers. And you will enjoy really good coffee.
Iron Dome Coffee is the brainchild of Justin Yehuda, 23, who now lives in Manhattan but grew up in Tenafly. He was working in a consulting firm after graduating as a business major from Cornell University, when October 7 shook up his life. All he could think about was the tragedy, loss and suffering in Israel. And he decided to put his energies where his heart and mind were. “I was deeply devastated by what happened on October 7, just like everybody else,” he explained over a rich, steaming cup of Iron Dome coffee in my kitchen. “And I wanted to do something about it while also being able to progress in my career. I thought, ‘How can I blend something I care deeply about with my business background and my ability to sell things?’ So that’s what led me to Iron Dome Coffee.”
Justin left his firm without a plan and researched possibilities to start a new company. He discovered a niche “coffee with a cause” sub-industry that sounded just right., Justin, a coffee lover, threw himself into producing a top-tier product and building a business. His goal was to be profitable enough to make a living, support a family one day and, best of all, donate 10% of his earnings to nonprofits in Israel. YouTube University taught him about the coffee bean supply chain process and how to be an entrepreneur.
After trying coffee from hundreds of suppliers, and enduring many sleepless, over-caffeinated nights, Justin chose an Israeli supplier who sourced coffee beans from Brazil. “I was looking for a specific type of coffee bean,” he said. “It had to be kosher. It had to be absolutely delicious. It had to have some connection to Israel. And this one, under Star K, checked all the boxes.” He is using a research and development lab in South Jersey to perfect his process.
Iron Dome Coffee comes in all the varieties people use: whole beans and ground, pods for Keurig-style machines; medium and dark roast, regular and decaf. He has a variety of flavors with names evocative of Israel: Haifa Hazelnut, Chutzpah Caramel, Jerusalem Sunrise, Tel Aviv French Vanilla and Sabra Spirit. “I wanted to offer flavors for people who wanted a little bit more than basic every morning,” he said.
When I met Justin in April, the company was only a month old. We sipped coffee in my kitchen as we spoke so I could get the full Iron Dome experience. I savored my Tel Aviv French Vanilla, a few sips black and some with frothed half and half. Like wine, I prefer coffee that is bold and flavorful but smooth. Some beans have a slightly bitter aftertaste. This cup met my coffee criteria. I shared my opinion with Justin. “You say smooth; I like that description,” he said. “People have described it as strong and powerful and I feel like that’s what I want to share with the community, a sense of strength in a time where people are feeling hopeless.”
Iron Dome Coffee has achieved success much faster than Justin anticipated. He is getting hundreds of orders a week. He sold out inventory in two months that was projected to last for six months, and he has restocked. This summer he will present his first check to Belev Echad (One Heart), an organization in Israel that helps wounded IDF soldiers come back to life through physical, medical, legal, emotional and financial support. He went to Israel last month for a family wedding and visited Belev Echad, where he met many staff and observed their work. “I saw the unbelievable work that they’re doing and it’s really inspiring,” he said. “When I told them what I was doing in America, they couldn’t believe it. I really left with a glow.”
Iron Dome Coffee is achieving recognition from sales on the website and enthusiastic social media posts and reviews. However, the internet’s role in selling and promoting products has one dark side. Justin experienced an attack of trolls on his Instagram page, trying to ruin the company. He was temporarily banned. “Experiencing that vile antisemitism reminded me of why I did this,” he said. “Instagram undid the ban after a long series of emails with their support team. I had to explain I’m the victim here.”
After just a few months in business, Justin can see that growth in sales is coming not only from first timers but from the earliest customers who are returning to replenish their first orders. “They trust the quality of the product, that it’s from Brazil and Israeli engineered in the lab. I didn’t know if this would be a viable business. What is most inspiring is that now I know I can do this for years to come.”
Purchase Iron Dome Coffee at https://irondomecoffee.com and follow on Instagram https://www.instagram.com/irondomecoffee.
