Dirigo Labs Incubator Alum CHUH Officially Launches Online and in Select Maine Retailers
Waterville, ME – 7/17/2025 – As the Central Maine Growth Council prepares to kickoff the second cohort of its Dirigo Labs incubator program in September, we’re proud to celebrate the launch of CHUH, a shelf-stable matcha latte brand created by 2024 incubator participant Andrew Schundler. After earning third place at Dirigo’s Demo Day, CHUH has officially hit the market, available for purchase online and in select retailers across Maine.
Since its inception in 2021, Dirigo Labs has supported startups like CHUH across Maine and the mid-Maine region in launching 115 new products and services, raising over $21 million in capital, generating $14.6 million in sales, and creating 147 jobs—establishing itself as a leading force in Maine’s innovation ecosystem.
CHUH offers a fresh take on functional beverages, delivering delicious, organic matcha lattes without the grassy aftertaste. Crafted with ceremonial-grade matcha and naturally flavored with ingredients like blueberries and spiced vanilla, CHUH is already turning heads with its unique flavor profiles and bold branding.
“We knew from day one that Andrew was building something special,” said Dirigo Labs Assistant Director of Innovation Programming and Partnerships Emalee Hall. “CHUH reflects exactly what we strive to support—ambitious founders tackling real consumer needs with creativity, authenticity, and grit.”
CHUH’s early momentum is already generating excitement in the Maine food and beverage community. With a successful online launch and initial placement in key retail partners across the state, CHUH is poised to grow into a leading on-the-go brand in the next wave of better-for-you drinks. To learn more or to order, visit www.chuhmatcha.com.
Following the success of CHUH and other program alumni, Dirigo Labs is now accepting applications for the second cohort of the Dirigo Launch incubator, starting this September. The 8-week program supports ideation-stage startups with hands-on guidance in customer discovery and market research, offering tailored mentorship, workshops, access to statewide innovation resources, and the opportunity to participate in Demo Day for a chance to win cash prizes. Interested founders can apply now by completing the intake form at https://www.dirigolabs.org/2544-2/.
About Central Maine Growth Council
Central Maine Growth Council (CMGC), located in Waterville, Maine, is a public-private collaborative regional economic development partnership funded by municipalities and businesses who share a common vision of economic prosperity for our region. CMGC is committed to fostering a robust regional economy. Our belief is that the standard of living and quality of life of our citizens is best served by a vibrant, healthy economy. This is accomplished with a strong successful business community. To learn more about Central Maine Growth Council, visit www.centralmaine.org
About Dirigo Labs:
Dirigo Labs is a regional startup accelerator based in Waterville, Maine. With a mission to grow the greater Waterville area’s digital economy by supporting entrepreneurs building innovation-based companies, the Dirigo Labs ecosystem brings together people, resources, and organizations to ensure the successful launch of new startups. Dirigo Labs operates under Central Maine Growth Council and is supported by several organizations, academic institutions, and investment firms. To learn more about Dirigo Labs, please visit www.dirigolabs.org.