Food & Drink International - Winter 2017, Volume 2 - 29
clean and freeze faster than the competition," co-owner Yitz Rubin says. "If you
ever have a problem the service can be
done wherever the machine is located."
Fresh Beverages also offers Mooresville, Ind.-based SaniServ machines to
customers who need to make larger
quantities of frozen beverages, yogurt
or ice cream mixes. "We grow with
them," Rubin says. "We maintain our relationships with our customers by being
there with them from start to finish."
The simple yet clean designs of the
CAB and SaniServ machines allow
Fresh Beverages' customers to customize their look. "They can brand the
machines however they want," Soffer
says. "We don't put lights in our covers in case it drops or breaks, limiting
potential damage and repair costs. We
have redesigned the machines to make
it simpler and easier for the customer."
Quenching the Thirst
Fresh Beverages' customers range in
size from convenience stores to bars
and gentlemen's clubs on the East
Coast and hotel/casinos in Las Vegas. "One hotel in Las Vegas has 20
to 30 machines in a row while we have
three-gallon CAB machines in gas stations throughout Texas," Soffer notes.
Fresh Freeze alcoholic mixes are
most popular among its bar, club and
hotel/casino clients. Fresh Beverages
prides itself on developing a new product every year to meet the changing
demands of their consumers. "Years
ago, if someone's 'drink' was a mojito,
that was what they ordered every time,"
Soffer says. "Today, a customer comes
in and wants a mojito one night and a
strawberry daiquiri the next. People
want a broader experience."
Wine freeze mixes such as "frosé"
(frozen rosé mixed with other ingredients) have become popular, as well
as a mix of Red Bull and vodka in the
CAB or SaniServ machines. This year,
burgundy was a hot color so Fresh
Beverages pushed its pomegranate
mix. "Every year we come up with a
'flavor of the year' based on current
trends in fashion and popular culture,"
Soffer says. "For example, if the color
next year will be light green we will
make mixes with lime. You can already
see bright colors on cars and clothing.
Our customers are diverse and pay attention to these things."
Fresh Beverages is an authorized distributor of slush, coffee, soda and ice
cream machines. For each type of machine it carries, the company stocks
the highest-quality flavor mixes. "Our
drinks range from standard syrups to
100 percent fruit, with many options in
between" Soffer says. "The 100 percent fruit slush is geared toward colleges and schools that prefer a healthy
option. Nutrition is a big deal in schools
and we supply that market with healthy
and delicious fruit smoothies. In general, people want better-tasting, higher-quality drinks."
In addition to schools and colleges,
Fresh Beverages has launched its 100
percent fruit smoothies in the health-
care industry. "Even our standard slush
has higher fruit content and quality than
the competition," Rubin adds. "It tastes
so good that we have people who try
it and never drink any other brand of
Fresh Beverages' is headquartered in
the Northeast but focuses on selling its
machines and products throughout the
United States. The company is continually looking to expand its product reach
and create new relationships with independent distributors. "To be successful, our distributors follow our business
model because we have seen success
and believe in how we do business,"
Rubin says. "They need to have the
mindset of the customer comes first."
Moving forward, Fresh Beverages
continues to innovate and expand its
product reach. For example, they have
recently become the exclusive distributor of a cup-chilling machine made
in Germany. "We are in the process of
completing the certification at which
point our product will be a first of its
kind in the U.S. market," Soffer says.
"We are in negotiations with a large hotel chain that will kick off as soon as the
certification comes through. The machine will be new for bars and a piece
Fresh Beverages' customers range in size from convenience stores to bars and gentleman's clubs on the East Coast and <<
hotel/casinos in Las Vegas. One hotel customer in Las Vegas displays 20 to 30 machines in a row.
food & drink international * winter 2017 volume 2 * www.fooddrink-magazine.com