Food and Drink - Spring 2011 - (Page 190)

>r RETAIL balboa brands Brilliant Blends Balboa Brands’ sights are set on expansion with healthy alternatives. By Alan Dorich company profile Balboa Brands 2010 sales: Approximately $30 million Headquarters: Irvine, Calif. Employees: 62 Specialty: Juices, smoothies and yogurt Frank Easterbrook, CEO: “We’re trying to build a product that is very healthful and tastes great.” Although Balboa Brands has frozen yogurt competitors with more than 150 stores, “Our focus will be on steady growth in high quality locations, as opposed to rapid growth,” according to Easterbrook. “[We want to avoid] the possible expense of putting stores in bad locations.” When aiming for customers, Balboa Brands usually targets those who are looking for health–conscious products. “We focus on an 18- to 30-year-old customer,” Easterbrook says. “Our advertising is geared towards a more edgy, younger group.” Career in Food >> Balboa Brands’ franchise concepts – Juice It Up! and Juice It Up Frozen Yogurt – sell smoothies, juices and frozen yogurt. F or Balboa Brands, it is not only important to deliver food products that improve the well being of consumers, but also ones that are appetizing, CEO Frank Easterbrook says. “We’re trying to build a product that is very healthful and tastes great,” he says. Based in Irvine, Calif., Balboa Brands manages two franchise concepts: Juice It Up!, which sells smoothies and juices, and its Juice It Up Frozen Yogurt concept. The company was formed, Easterbrook notes, from the merger of Juice It Up! and Blue Sky Juice in 1999. Easterbrook purchased Balboa Brands in 2001. Today, the company employs a staff of 62 and has 100 store locations. “Twenty percent of our locations are cobranded with the frozen yogurt and Juice It Up! smoothies and juices,” he says. “We sell very healthy juices that are made on site,” he says. “In addition to the co-branded juice/yogurt sites, we have just begun the development of our stand-alone yogurt stores.” A longtime veteran of the food industry, Easterbrook’s career began at Ralston Purina, where he stayed for seven years, before joining Mars Inc. There, he worked in the firm’s candy, pet food and rice divisions. “I’ve been in food for virtually all my life,” he says, noting that he sees potential in the continued development of Balboa Brands. “I think consumers will continue to demand products that represent better food choices for them. We’ve been conscientious in modifying our recipes to manage the caloric density downward but to maintain the same quality we’ve always had.” 190 food and drink • spring 2011 •

Table of Contents for the Digital Edition of Food and Drink - Spring 2011

Food and Drink - Spring 2011
Tableside Chat
Table of Contents
News a la Carte
Current Events
FAD Exclusive
A Ripening Field
History in the Making
New Wine Paradigm
Don Sebastiani & Sons/ The Other Guys
St. Julian Winery
Ste. Genevieve Winery
Herzog Wine Cellars
Meier’s Wine Cellar
Oak Ridge Winery
Producers: Keeping Trade Secrets
MaMa Rosa’s Pizza
Gel Spice Co. LLC
Vegetable Juices Inc.
Royal Caribbean Bakery/Caribbean Food Delights
Red Stripe Beer
Robertet Flavors
Annabelle Candy
Andrea Foods
Anchor Brewing
F&F Foods
Santa Sweets Inc.
Hillside Candy
Ricos Products
Sethness Greenleaf Inc.
Wunder-Bar: Automatic Bar Controls
Antigua Distillery
AMES International
Amato’s Bakery
Charlie’s Pride Meats
Citromax Group of Companies
Diamond Bakery
Grindmaster- Cecilware Corp.
Heartland Mill
Kirschenman Enterprises
Rakhra Mushroom Farm
FAME Food Management
Schneider Packaging Equipment Co. Inc.
Sea Harvest Corporation (Pty) Ltd.
Sparrer Sausage Co. Inc.
Jamaican Teas Ltd.
Westminster Cracker Co.
Distributors: Don’t Risk It
The Fricks Company
U.S. Foodservice – Milwaukee Division
Arizona Select Distribution
Fairway Packing Co.
Ingredient Innovations
J.J. Taylor Distributing Co. of Minnesota Inc.
Mastronardi Produce
Milne Fruit Products Inc.
Pellerito Foods
Albion Fisheries Ltd.
RPE Inc.
Retailers: Savoring the Moment
Roadtown Wholesale Trading Ltd.
Orange Leaf Frozen Yogurt
Quick Chek
Rocky Mountain Chocolate Factory
Sendik’s Fine Foods Inc.
Zaro’s Bakery
Balboa Brands
Restaurants: Toss Around Ideas
Sizzler USA
Dick’s Last Resort
Granite City Food & Brewery Ltd.
Liberty Entertainment Group
Roly Poly Franchise Systems
Santa Fe Cattle Co.
Winger’s USA Inc.
Bensi Restaurant Group Inc.
Leo’s Coney Island
Three Things

Food and Drink - Spring 2011