Joseph Be shared their story and experiences with us recently and you can find our conversation below.
Joseph, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What battle are you avoiding?
I choose to avoid conflicts that do not affect my family. Beyond them, very little truly matters. As I’ve grown older, I’ve realized that most disagreements are rarely about who is right or wrong—they are about who holds authority. It is uncommon for people to admit fault, even when the truth is clear. For that reason, engaging in battles outside of what truly impacts my family serves no real purpose.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Joseph Be, and I’m the founder and CEO of Greenova Tea, a modern tea lounge in Frisco, Texas. Greenova was created with a clear purpose: to give coffee drinkers a bold alternative through tea.
What makes us unique is our proprietary Dual Phase Pull™ extraction method—a first of its kind—which allows us to pull a concentrated tea shot and then combine it with a hand-whisked powder tea for a layered experience in strength, flavor, and smoothness. We are also the exclusive creators of Dancha, a ground oolong tea whisked like matcha. We call it “the sister of matcha”—aromatic, floral, and powerful.
At Greenova, we believe in “Tea with Purpose.” Every drink is crafted to deliver the energy people expect from coffee, but through 100% tea—naturally high in caffeine, cleaner in taste, and smoother on the body. Our mission is to redefine how people see tea: not just as something calming, but as a powerful, modern beverage that can fuel their day.
Right now, we’re focused on building a community around this concept in Frisco, while laying the groundwork for future growth. For us, it’s not just about drinks—it’s about changing the culture of energy one cup of tea at a time.
Amazing, so let’s take a moment to go back in time. What did you believe about yourself as a child that you no longer believe?
As a child, I believed that being shy and scared of almost everything defined who I was. I thought my quietness meant I wasn’t capable of speaking up, taking risks, or leading. Over time, I’ve grown to see that those fears were only temporary limits I placed on myself. Today, I no longer let shyness or fear hold me back—I’ve learned to step forward with confidence, embrace challenges, and even turn my natural quietness into a strength, allowing me to listen deeply and lead with clarity.
What did suffering teach you that success never could?
Suffering taught me lessons that success never could. It showed me that pain is temporary and that time truly does heal all wounds. I learned that things only get better if I allow myself to grow through the struggle, and it gave me a deeper sense of gratitude—because once the suffering passes, I can appreciate peace, joy, and progress in a way I never could before.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. Is the public version of you the real you?
Yes, the public version of me is the real me. I try to stay true to myself in every setting, because pretending to be someone I’m not has never been in my nature. Honestly, I’m not even a good liar—so the easiest and most authentic path for me has always been to just be myself, no matter where I am or who I’m with.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. If you knew you had 10 years left, what would you stop doing immediately?
If I knew I had only ten years left, I would stop caring about material things right away. None of that would matter anymore. My focus would shift completely to spending every possible moment with my family and loved ones, making memories that last longer than I do. I would choose to fill my days only with things that bring me joy, peace, and meaning—living fully, without wasting time on anything that doesn’t truly matter.
Contact Info:
- Website: https://www.greenovatea.com
- Instagram: https://www.instagram.com/greenovatea
- Facebook: https://www.facebook.com/greenovatea
