Better For You Wellness is a small, early-stage consumer packaged goods company focused on the wellness sector. The company's primary revenue driver is the Stephen James Curated Coffee Collection (SJCCC), a premium coffee brand that sells through Amazon, Kroger, the company's own website, and select boutiques and bakeries. SJCCC ships to over 100 countries via Amazon. The company also owns Mango Moi, a natural skincare line targeting dry skin conditions like eczema and psoriasis, and Better Suds, a smaller natural soap brand. Better For You Wellness pursues a "buy-and-build" strategy — growing existing brands organically while acquiring complementary wellness brands through M&A, centralizing administrative functions, and leveraging shared retail relationships to drive scale. The SJCCC brand was acquired via an asset purchase from The Ideation Lab in December 2023. Near-term growth is focused on expanding SJCCC's retail presence beyond Kroger into additional national retailers. Longer term, the company aims to build a portfolio spanning six wellness categories: health, fitness, nutrition, appearance, sleep, and mindfulness. The company is very early-stage, with only five employees as of early 2024, and trades OTC under the ticker BFYW.