In a time before the world knew the comfort of coffee, the stars sprinkled magic onto the Earth and a humble plant with sapphire flowers arose: The Chicory. It grew along winding roads and riverbanks, its roots stretching deep into the soil, carrying forgotten wisdom from the heart of the land.

In Ancient Egypt – 3000 BCE, this plant was more than a wildflower, it was a sacred remedy. Beneath the golden sands and towering temples, healers harvested chicory under the watchful gaze of the sun for its powerful medicinal properties, using it to cleanse the liver, aid digestion, and purify the blood. The root, rich in prebiotic fiber, was brewed, believed to restore balance to the body and fortify the spirit. Revered as a plant of healing, chicory’s legacy in Egypt laid the foundation for its journey across time.

As the Nile whispered its secrets to the sea, chicory journeyed to the lands of Ancient Greece and Rome from 5th Century BCE. Dioscorides, the renowned Greek physician, documented its benefits in his great work De Materia Medica, noting its power to soothe digestive troubles and cleanse the liver. The Roman naturalist Pliny the Elder, called chicory a cooling balm, a guardian against inflammation and illness. 

It was in 17th century France that Chicory found its true identity as a drink of pleasure, warmth, and resilience. French people travelled far from the lavender fields of France, to the city of New Orleans where two cultures met and stories were told in the language of food and drinks. When French settlers arrived, they carried with them their traditions, their flavors, and their beloved chicory coffee. The deep, roasted notes had become part of the city’s soul, blending perfectly with the magic of the city’s Quarter.

And so, when you sip a cup of chicory coffee, you are not merely tasting a drink, you are tasting history itself. The wisdom of Egypt, knowledge of Greece, elegance of France, and the soul of New Orleans, all woven together in a single, golden cup. With each sip, you awaken something ancient, something timeless, still elevating the energy of those who dare to embrace it. Still inviting you to Become the Magic.