We were lucky to catch up with Claudia Snoh recently and have shared our conversation below.
Claudia, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?
For me, purpose has always been tied to family. My mom is a Q Grader, essentially a coffee sommelier, and I grew up watching her pursue this craft with so much dedication. Starting Kloo together wasn’t just about building a business—it was about building something lasting as a family.
Immigrating, adapting, and then creating a brand together taught us that purpose doesn’t have to be abstract. It can be as tangible as making something with the people you love, something that carries both your values and your story. For us, Kloo is that: a family business rooted in care, quality, and connection.
My purpose is to build with my family and create something we can be proud of together—and coffee just happens to be the medium that makes it all possible.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
Kloo is a Q Grader coffee sommelier-founded brand on a mission to decode the complexity of craft coffee. Kloo’s “Craft Coffee Concentrate” is a single-origin concentrate that is 12x more concentrated than normal coffee, roasted and hand-brewed using rare beans.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Looking back, the three qualities that were most impactful were:
Resilience.
Building a brand with family and from scratch meant there were countless moments where things could have broken us—supply chain hiccups, fundraising hurdles, retail rejections. Resilience is what kept me going. You have to expect “no” a hundred times before you get a meaningful “yes.”
Advice: Practice reframing setbacks as data, not failures. Every “no” gives you intel for your next move.
Storytelling.
Coffee is everywhere, but what makes someone choose your product is the story. For me, it was about weaving together my mom’s Q Grader expertise and our immigrant family journey into a narrative that people could feel a part of.
Advice: Don’t be afraid to share the human side of your brand—even the messy or vulnerable parts. People connect with people, not just products.
Operational Curiosity.
I didn’t come from a coffee background—I came from DTC and consulting. That curiosity to learn the roasting, brewing, and logistics side of things (and to do them in-house) gave me an edge.
Advice: Lean into the areas you don’t know. Ask dumb questions, shadow experts, and be a sponge. The skill you resist learning is often the one that unlocks your next level.
Before we go, maybe you can tell us a bit about your parents and what you feel was the most impactful thing they did for you?
The most impactful thing my parents did for me was show me what it looks like to build with love and persistence. My mom didn’t just master coffee—she reinvented her life as an immigrant, taught herself roasting, became a Q Grader, and then invited me to be her partner in creating Kloo. That example gave me both the courage and the playbook: that you can pursue excellence, even in a brand-new world, if you’re willing to put in the care.
More than anything, my parents modeled resilience and craft. They made me believe that building something meaningful isn’t just about ambition—it’s about integrity, patience, and doing it together. That shaped everything about how I lead and why I do what I do today.
Contact Info:
- Website: https://drinkkloo.com
- Instagram: https://www.instagram.com/drinkkloo/
- Linkedin: https://www.linkedin.com/in/claudiasnoh/
Image Credits
Kloo
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