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In 1991, service station owner and part-time real estate agent, Jay Sorensen experienced the hot flash that would change his life forever. While driving in traffic, Sorensen spilled coffee in his lap and came up with an idea for the most groundbreaking invention to hit the hot beverage industry since the disposable cup: The Java Jacket. Sorensen turned his simple idea into a multi-million dollar family business. Today, with more than 350 million of the waffle-like cardboard beverage sleeves sold, Sorensen’s business continues to grow and thrive thanks to his aggressive marketing and dedication. Inventor In-depth:
Jay Sorensen, 47, never saw his fortune coming until it landed in his lap – literally. After spilling coffee on himself while driving in 1991, Sorensen came up with a unique idea for a cardboard sleeve to fit standard-sized disposable beverage cups allowing consumers to hold their drinks securely without getting burned. Over the course of the next two years, Sorensen developed his concept, chose the materials, produced and distributed 100,000 ‘Jay Jacket’ (later renamed Java Jacket) to independent coffee houses and chains in and around Portland. But it was a visit to a coffee trade show in 1993 that placed the Java Jacket firmly in the public consciousness. Today, Sorensen’s distribution has grown beyond coffee houses to include convenience stores, Borders Books and other specialty stores around the country.
While his was the first insulating coffee sleeve to hit the market, it was – of course – not the last. However, Sorensen has not backed down from the competition. His Portland-based, family-owned company boasts a handful of employees dedicated to outstanding customer service. “My motto is ‘every customer counts’,” said Sorensen’s wife Colleen. This motto coupled with aggressive market strategies has allowed Java Jacket to remain the market leader. “Java Jacket has such a dominating market awareness that sometimes people who (meant) to call the competitor call us instead,” said Sorensen in a 2003 interview. He added, “The trademarked Java Jacket name is worth more than our patents.” Sources for this biography and links for learning more about Jay Sorensen:
Source: Interview with Colleen Sorensen
Source: Twiki.Experimentalproduct.javajacket at xxydesign.ucsd.edu Source: The Entrepreneur: Jay Sorensen a 2003 write up by Entrepreneur Media, Inc. & Gale Group Source: Skiing-today.com a Skiing & Snowboarding cover story “Young Millionaires" Source: A Brief History of Innovation by Inc.com, Gruner + Jahr USA Publishing, 2005. |
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