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FLASHSALE
"I didn’t set out to build a coffee company—I set out to help people feel better, inside and out. Coffee just happened to be the cup that carried the purpose." — Joanna Johnsen
Hi, I’m Joanna — founder of The Roasted Purpose, wife, mom, believer, and firm believer that your morning coffee should do more than just wake you up.
Like many women, I spent years searching for answers to why my body felt inflamed, exhausted, and out of sync. After discovering that dairy, gluten, and sugar were behind my joint pain and fatigue, I worked with a nutritionist, changed my lifestyle, and created a coffee I could actually feel good about drinking — and sharing.
What began as a personal solution has become a movement — built on clean ingredients, collagen protein, and a purpose that goes far beyond coffee.
As a woman navigating hormone shifts and gut health struggles, I saw how little support existed for truly clean, nourishing nutrition. Most protein powders were packed with fillers. Traditional lattes? Loaded with sugar and dairy. So I created a better way.
I’m not a barista or a bodybuilder — I’m a mom on a mission. I lost 30 pounds, healed my gut, and finally felt good in my skin again — not through fads, but through faith, consistency, and a coffee routine that changed everything.
At The Roasted Purpose, we believe what you put in your body matters. We’re proudly Certified Women-Owned, and every product we make is designed to support your energy, your hormones, and your purpose — without compromise.
Because when you feel good, you can do good — and that’s the heart behind The Roasted Purpose.
☕️ Fun Facts About Joanna
It changes! Right now, it’s our Mocha — hot in the morning, iced for my 2 o’clock coffee hour.
It changes! Right now, it’s our Mocha — hot in the morning, iced for my 2 o’clock coffee hour.
It started when I was working with my nutritionist. Every afternoon around 2:00, I’d hit a slump — mentally and physically. We added protein coffee as my snack, and it was a game-changer: just enough fuel to get me through the rest of the day, without messing with my sleep.
Now, 2 o’clock coffee hour is sacred. My friends and family know it’s my moment to pause, sip, and connect — sometimes with the Lord, sometimes with my husband, my kids, or a friend who’s been on my heart.
It started when I was working with my nutritionist. Every afternoon around 2:00, I’d hit a slump — mentally and physically. We added protein coffee as my snack, and it was a game-changer: just enough fuel to get me through the rest of the day, without messing with my sleep.
Now, 2 o’clock coffee hour is sacred. My friends and family know it’s my moment to pause, sip, and connect — sometimes with the Lord, sometimes with my husband, my kids, or a friend who’s been on my heart.
It’s okay to start before you know what you’re doing. Honestly, it might even be better that way. If I had known everything that goes into manufacturing, I might’ve talked myself out of it. I didn’t start this as a business — I started it because I wanted to share something that changed my life.
It’s okay to start before you know what you’re doing. Honestly, it might even be better that way. If I had known everything that goes into manufacturing, I might’ve talked myself out of it. I didn’t start this as a business — I started it because I wanted to share something that changed my life.