Overview
Mayorga Coffee is a Latin-owned organic coffee brand focused on sustainable sourcing and ethical trade. Despite strong brand recognition in retail, the company faced inconsistent performance and inefficient ad spend on Amazon.
After partnering with Lab 916, Mayorga implemented a disciplined operating system—cleaning catalog architecture, refining ad structures, and reworking creative to better express its authenticity. Within 90 days, performance stabilized and profitability improved across the core product line.
The Challenge
Mayorga’s Amazon channel had grown organically but without a clear operating cadence, creating several friction points:
Inconsistent catalog structure across bag sizes and flavors caused index gaps and duplicate listings.
Sponsored Brand campaigns consumed 35% of ad spend but drove less than 20% of attributed sales.
Organic visibility lagged behind smaller competitors due to weak keyword density in PDPs.
ACoS averaged 28%, and overall TACoS exceeded 18%, compressing contribution margins.
Brand visuals failed to differentiate Mayorga’s mission-driven positioning from commodity coffee sellers.
These issues limited scalability and made it difficult to compete profitably against larger national brands.
