POWER LEAVES CORP. X AMERICANA
Redefining Coca: Power Leaves’ Path to International Growth
Power Leaves Corp. is breaking the monopoly on the supply of coca leaf extract and ushering in a new “Age of Coca”. The company develops natural-product ingredients derived from coca leaf using a proprietary decocainization process, allowing coca-derived ingredients to be legally exported and integrated into global food, beverage, and wellness markets. Through an exclusive agreement with an Indigenous community, Power Leaves also developed the first-ever legal Colombian supply chain for decocainized coca extract to supply the global food and beverage markets.
Reframing a Misunderstood Ingredient
Power Leaves needed to navigate regulatory sensitivity, public stigma, and market education while introducing a new, science-backed category centered on decocainized coca.
Power Leaves faced complex communications and perception hurdles. The first challenge was regulatory sensitivity, as coca remains heavily controlled across the globe. The team needed to educate regulators and the public about the legality and safety of the decocainization process without triggering stigma or misrepresentation. The second was public perception. The coca leaf is often associated with the illicit drug trade, so the company had to clearly differentiate between narcotic and natural. Finally, market education was critical. As decocainized coca extract represented what is essentially a brand new category, the market needed accessible scientific explanations and credible third-party information.
Building Credibility in a New Category
Americana developed and executed a comprehensive communications and thought leadership strategy via two content pillars: scientific & ethical storytelling, and international trade positioning.
Americana targeted top-tier placements in product innovation, finance and export trade-focused publications including The Washington Post, Food Engineering Magazine, Food Navigator, and Business Insider to frame Power Leaves as a groundbreaking Latin American export success, as well as secured coverage in business and harm reduction publications including Filter Mag and Mugglehead Magazine and that highlighted indigenous leadership and ethical/sustainable business practices.
