Parents usually leave legacies for their children. Our son left a legacy for his parents; this is the Element Story.
In 2016, inspired by a class trip to Coca-Cola in Atlanta, then-St. Augustine High School senior Devin Espadron took the first step to becoming an entrepreneur: He was inspired to create a product — in this case, a riff off his grandmother’s lemonade recipe.
“Devin, put a unique twist to his grandma’s recipe by adding pineapple juice,” explained his mother, and co-owner of Element Beverage Co., Keishia Deverney. “The demand for [what became] Element Pineapple Lemonade quickly overwhelmed Devin, who had begun selling his product in 1-gallon jars around town. He couldn’t keep up with the orders, and the homemade recipe only lasted seven days and needed to be refrigerated.”
After talking to experts in the beverage industry, Espadron realized having his recipe professionally formulated would help solve some of his problems, so he located a company In New Jersey to help.
“Devin was advised to get his products shelf-stable,” said Deverney. “[He] quickly realized with this process he could mass produce the lemonades and have his products retailed on store shelves very quickly. Brilliantly, prior to having his products manufactured, Devin had built the customer relationships he needed to get his products in local supermarkets, restaurants and convenient stores.”
Element Pineapple Lemonade hit store shelves in January 2018.
Espadron’s efforts to launch his own business came as a surprise to Deverney, who discovered her son’s behind-the-scenes maneuvering, and his relentless drive, to get the financial backing the company needed to get onto shelves.
“I can laugh about this today, but I was furious when I discovered Devin obtained a line of credit from three different credit card companies,” she said. “I honestly did not see the vision that Devin had for Element. I wanted Devin to go to college. With the three lines of credit totaling $75,000, I was very concerned about Devin being in debt, with no job and ruining his credit at the age of 19. Devin looked me straight in the eye and said, ‘I have a job — Element. I have a multimillion-dollar company. I will not work for anyone. I will be able to pay the $75,000 back, stop worrying, Kiki. I got this.’ He kissed me on my forehead. I still remember our conversation sitting at the kitchen table. Devin utilized that $75,000 well. He grew Element into the company that it is today. The formula, bottling, labeling, branding, co-packing, the relationships with businesses in the community, is all Devin. Devin left an excellent blueprint for [his father] David and I to follow.”
Tragically, the budding entrepreneur would not live to see his company’s success. Espadron was shot multiple times and killed on November 19, 2019, while catching up with his friend and business partner, Danion Green, just steps from Audubon Park. He was 22 years old.
While an investigation into Espadron’s death is ongoing, his parents have continued the business in their son’s honor.
“David and I watched the passion, countless hours, energy and hard work Devin put into creating and branding Element,” Deverney said. “Building Element was Devin’s life. [He] left detailed notes about the company. His notes were written as if he knew he would not be here, and the company’s vision must continue. Element Beverage Company is our connection, respect for his work and love of Devin. We will continue his legacy as long as our abilities will allow. Parents usually leave legacies for their children. Our son left a legacy for his parents; this is the Element Story.”
The company now produces three lemonade flavors that are available in 50 stores across the Greater New Orleans area, including New Orleans, Metairie, Slidell, Plaquemines Parish and beyond. Headquartered at a facility in Harvey, Element currently has four employees. The company recently partnered with Southern Eagle Beverage Distributors.
Element Beverage is hitting its stride as a wave of popularity for lemonade and lemon-flavored beverages is increasing among consumers. According to a June 2022 report by Beverage Industry, experts point to nostalgia as a key factor.
“Given today’s inflationary climate, consumers will likely reach for flavor profiles they know they will enjoy,” explains Anna Fabbri, food and drink analyst at Chicago-based Mintel. “The comfort and familiarity of lemonade’s flavor allow consumers to explore new beverage products or categories without taking much risk in terms of taste.”
Lemonade-infused flavors have taken over alcoholic beverage sales, as well as energy drinks, sparkling water and kombucha.
Deverney has seen demand for Element’s lemonade and fruit beverages continue to grow, despite COVID-19 and the ensuing recession.
“Sales are great … In addition, we sell Devin’s homemade recipe in a cup topped with fresh fruits at the local food and music festivals. Element also has an online store. We ship anywhere within the U.S. … Right now we are still learning, networking, and building customer relationships while growing slowly.”
It’s that community and business network that Espadron put together while building the brand that continues to impact the success and growth of Element today, according to Deverney.
“Devin networked in the community very well. Today, people still come to me and say, ‘I met your son; we met and talked about advancing his business.’ This really puts a smile on my face. Devin was so passionate and focused about Element. He knew what he needed to take his company to the next level … I believe with God’s grace and Devin’s confidence embedded in my mind, Element will survive.”
Another Element: Operation Give Back
The “Operation Give Back Foundation,” a 501c(3) nonprofit organization, was created by Keishia Deverney and David Espadron to honor Devin’s memory while raising funds and awareness of New Orleans youth entrepreneurship, specifically for those age 13-25. Its first event, the Element Beverage Festival, was held on Aug. 14, 2021, at the Southern Food and Beverage Museum and included local food vendors, youth craft vendors, health screenings, educational information, a performance from the St. Augustine High School Marching Band — Espadron’s alma mater — and a march for peace.
The foundation is looking for sponsors and resources for a second festival and to further the foundation’s goals of supporting the community and new and local businesses.
For more information: Drinkelement.us/givebackfoundation
Element Beverage Co.
Drinkelement.us
@DrinkElement
