Starbucks has nothing on Sabra Spirit.
In an age where consumers crave meaning with their morning coffee, 23-year-old entrepreneur Justin Yehuda is filling a gap in the market with Iron Dome Coffee, a pro-Israel brand blending premium beans with cultural pride.
The Gen Z founder is tapping into a broader cultural shift. As younger consumers seek out brands that reflect their values, coffee has become more than just a morning ritual but a medium for identity and activism. From climate-conscious beans to blends supporting LGBTQ+ causes, niche coffee companies are flourishing. But when Yehuda looked around, he noticed something missing: a bold, proudly pro-Israel brand with mainstream appeal.
“There’s basically a coffee brand for every cause you can think of, except Israel,” Yehuda told Unpacked. “At the same time, there’s been a big shift away from traditional brands like Dunkin’ or Starbucks, as more people choose products that speak to them personally in a social media world where we’re all bunched together. Bringing this model to the Jewish and pro-Israel community allows me to combine my desire to succeed in business with my goal of supporting Israel and uniting people around something positive.”
Iron Dome Coffee sources its beans from Brazil — the world’s largest exporter of coffee — chosen for their superior quality. From there, the beans are sent to an Israeli-led research and development lab based in Brick Township, New Jersey, where the brand develops its signature flavor profiles.
“That way, our coffee is Israeli-engineered and every cup has an authentic connection to Israel,” Yehuda added about his Star K Kosher-certified coffee beans.
Crafting the smell of Israeli pride
What Yehuda and Iron Dome Coffee stand for is boldly and unapologetically reflected in its packaging, promotions, and public messaging: a deep love for Israel and its people.
The young entrepreneur and advocate chose “Iron Dome Coffee” for the company’s name with intention and symbolism.
“The name shows strength, that we’re here to stay, that we’re a united community, and that nothing is going to stop us from moving forward,” Yehuda said.“Second, the Iron Dome represents freedom to every supporter of Israel. Without it, where would we be? Some, including myself, would argue Israel’s very existence depends on it. It’s more than a missile defense system, it’s the backbone of Israeli life and culture.”
Beyond taste and quality, Yehuda focused heavily on the sensory experience of drinking Iron Dome Coffee. In the development process, the main goal was crafting a brew that feels, smells, and tastes like Israel.
“One of my biggest focuses was the aroma. The little things in life, like the smell of fresh coffee in the morning, are the things that people enjoy most. These are little memories that last forever. I wanted to connect that joy to the support of Israel,” he said.
Iron Dome Coffee is artisanally roasted in small batches in the northeastern United States. The different blends have eye-catching and culturally infused names like Jerusalem Sunrise, Sabra Spirit, Tel Aviv French Vanilla, Chutzpah Caramel, and Haifa Hazelnut.
“When it comes to naming our coffees, we focus on words that speak to hope, perseverance, and pride,” Yehuda explained. He added that his team tries to call on different elements of Israel, like familiar locations or Hebrew or Yiddish words, to evoke a certain feeling.
“The goal is to make people feel good about their morning cup and proud of what it stands for,” he added.
Caffeinating for a cause
Iron Dome Coffee has already found its “coffee with a cause” model to be successful. Since the company’s formation, 10 percent of its profits are donated to four organizations: Belev Echad, Heroes to Heroes, Friends of the IDF, and Magen David Adom.
“Together, they cover a very wide, near-entire range of support for Israel, from emergency medical care to soldier rehabilitation, education, and veteran support,” Yehuda explained.
The majority of Iron Dome’s coffee’s donations go to Belev Echad, which focuses on rehabilitating wounded IDF soldiers.
“They’re doing incredible work, and I believe it’s one of the most impactful areas we can support. I plan to donate to them on a quarterly basis, and my first checks will be going out on July 4th,” the young founder said.
How coffee became Justin Yehuda’s calling
Yehuda’s career began in finance, with internships in asset management and an analyst role after graduating from Cornell University in 2023. However, he quickly discovered that he did not enjoy working in the corporate arena.
While the “traditional path” of getting a well-paying and stable job was encouraged by those around him, Yehuda knew that he wanted to be directly involved in shaping Jewish pride and advocacy.
“I’ve had dreams of being a leader in the community since I was little. That type of personality didn’t translate well in the corporate world,” he said.
So, in 2025, Yehuda made the leap into entrepreneurship, launching Iron Dome Coffee — a brand rooted in purpose, community and a vision that bridges past, present, and future.
For Yehuda, it wasn’t just about starting a business, it was about making a statement.
“It’s completely necessary to support Israel today,” Yehuda said. “The world seems to be trying harder than ever to remove it from the map.”
He’s not shy about the pushback that comes with being vocal online and running a company that proudly supports the Jewish state: “I’m not afraid of facing antisemitism online. I’m actually proud to be involved in the fight against it.
“My Jewish identity and Israeli heritage mean a lot to me. Combining advocacy with entrepreneurship is my way of supporting the State of Israel, something I’ve always wanted to do anyway.”
Raised in Tenafly, New Jersey, Yehuda grew up with a strong sense of Jewish identity and community. His father is Israeli, his mother American, and from childhood he was immersed in Jewish life — attending Solomon Schechter Day School of Bergen County and celebrating his bar mitzvah.
“From a young age I believed in the strength and unity of the Jewish people, no matter someone’s religious denomination. That sense of pride always stayed with me,” he said.
Yehuda’s sense of duty toward the Jewish people only got stronger after the Oct. 7 attacks on Israel. Supporting the Jewish state began to take over his thoughts, and he began questioning how he could do more.
“The fact that I wasn’t doing something for Israel consumed me every single day. It was too difficult to focus. My family is Israeli, and they’re all there, fighting the fight. A part of me felt so deeply left out.”
In the days and weeks that followed, Yehuda became glued to the news and social media, unable to pull away from the unfolding crisis.
“I needed to get involved somehow,” he said. “Seeing all the lies spread around the world, I felt completely hopeless. Our enemies can slaughter us in our homes, commit acts of unspeakable evil, and then lie about them — and no one will care. In fact, they’ll even take their side.”
Watching the world’s reaction to the senseless acts of terror that occurred on Oct. 7 in which many defended or dismissed the violence that took place horrified Yehuda. Witnessing slander and misinformation campaigns, particularly on college campuses, solidified his belief that the Jewish community needs something more than just defense — it needs inspiration.
“It became clear to me that the community needs its sense of hope,” he said.
Yehuda’s path to leadership
Yehuda’s path to entrepreneurship wasn’t just shaped by his Jewish identity or a sense of purpose—it was also influenced by his creative drive and a powerful mentor.
A self-described nonconformist, Yehuda always had a deep passion for writing. That passion led him to publish two books — his first, “The Vision,” was published in 2021 and explores his relationship with Rabbi Fred Elias, his former middle school principal at Solomon Schechter and a deeply formative figure in his life.
“He embodied everything I believe a human being should be: kind, humble, and motivational. He often inspired me with clichéd phrases like ‘keep your head up’ and ‘I believe in you.’ But to an adolescent trying to make sense of the world, his optimism could not have meant more.”
Their bond extended beyond school with Elias attending his basketball games and remaining a confidante.
”When I continued to struggle in deciding what my path in life should look like, he was always there to offer his genuine inspiration.”
When Elias passed away from cancer in 2020, Yehuda was devastated, but also determined to honor his mentor and friend.
“It became one of my life goals to carry on his legacy and advance it. I see the opportunity to do that through Iron Dome Coffee, and I certainly haven’t taken it for granted. I want to live my life knowing I’ve done what I can to push my community forward — and to inspire the kids who were just like me: wide-eyed, eager to understand the world, and unafraid to stand out.”
His entrepreneurial spirit, he adds, has always come from a willingness to be different.
“I’m unafraid to stand alone, unbothered by judgment if I believe I’m doing something positive, for either myself or the world at large.”
Publishing “The Vision” wasn’t without its challenges. “I was laughed at,” Yehuda said. “But it turned out to be the most meaningful and rewarding experience of my life. It taught me that success can often be measured well by how many people criticize you for trying to stand out.”
Outside of writing, Yehuda also channels his passion into chess, a game he says has deeply influenced his way of thinking. With a current online rating of 1900, placing him in the top 20% of players worldwide, he credits chess with shaping the way he approaches business.
“I’ve always thrived under pressure, in scenarios where I’ve had to think creatively to survive,” he said. “Strategy, deep thinking, and creativity — that’s what connects me to chess. It impacts how I approach digital marketing and problem-solving in the business. When I can combine passion with skill, that’s when I’m at my best.”
Advice for other Gen Z entrepreneurs
Even as he makes his mark as a young entrepreneur committed to supporting Israel at a politically charged time, Yehuda is quick to share advice for others who want to carve their own path.
“My advice? Don’t be afraid to veer from the traditional path,” He said. There’s nothing virtuous about living a life where you do exactly what’s expected of you from birth until death.”
“You are a unique human being with the opportunity and capability to change the world around you.
“Take every risk and pursue the ideals you believe in, or you will certainly get swallowed by regret later on.”
Looking ahead, Yehuda doesn’t plan to stop at coffee.
The young founder has set his eyes on being a thought leader in the pro-Israel space, believing Israel’s PR battle is crucial for the future.
“The political battle on social media is perhaps just as important as the physical one, and we’ve been losing it badly,” he said.
Anti-Israel misinformation, he argued, is the root of much antisemitic violence. The Jewish community needs to step up and speak up to combat it.
“People believe complete nonsense about Israel and the Jewish community — and then act violently based on those lies. What happened in D.C. was a horrible example of that.”
His long-term goal? “I want to be part of the movement to change that — and to earn the respect of the community doing that work.”
