Food & Drink International - Winter 2017, Volume 2 - 69
Whitney says. "Our PUSH Pineapple
flavor was right next to Snickers and
Doritos [on the list]."
The success of the brand within the distributor's New Jersey branch eventually
led its other branches to carry the product. "The brand just took off organically," Whitney says. "It was the right product at the right time in the right climate."
Today, PUSH Beverages are available in 38 states and sold into channels
including vending, foodservice, wholesale and retail. The company sells solely through distributors.
The brand is now the primary business for its founders, who sold the
vending company in 2013. PUSH Beverages, a certified Women's Business
Enterprise (WBE), is 100 percent
self-funded, and carries no debt. "The
product has grown without us really
even trying," she adds. "We're now
able to focus on it full-time with our
team and making a lot of headway."
PUSH offers 30 SKUs including multiple flavors of its flagship brand, as well
as Tribe Tea; PUSH-2-0, a water brand;
and Arctic Rain, a high-caffeine citrus
beverage. Recent products include a
peach-flavored PUSH soda initially requested by customers in Georgia that is
now the company's second best-selling
Next spring, the company plans to
re-launch Liquid Lightning, an energy
drink brand from the 1990s but currently out of production for a few years.
The company continues to receive
daily inquiries from distributors and
others interested in the brand. One likely growth market for the company is in
the convenience store market. Exporting is also likely in the company's future.
"People are seeing it in vending and
foodservice locations, and want to
know where they can buy it in stores,"
Tribe Tea Peach is PUSH Beverages' top-selling tea item in the vending, foodservice, wholesale and retail channels. <<
Whitney says. "Some flavors have almost a cult following."
PUSH Beverages' products have
earned industry recognition including a
Gold Ink award for Tribe Tea's packaging. Tribe Tea was also named "Product of the Year" for 2017 by Automatic
All of PUSH's beverages are gluten-free. "It was important to us to make
gluten-free products because my niece
has Celiac disease and it's so common,"
Whitney says. "We are able to do this
with confidence since we have full control over our manufacturing and source
all of our ingredients from the same
suppliers every time for consistency."
PUSH's awareness of its customers' needs goes far beyond offering
gluten-free products. The company
is involved in a number of community
programs and charitable organizations
including the National Federation of
the Blind and WE Fit Wellness, which
develops wellness programs for people
with special needs.
PUSH Beverages also participated in
relief efforts to support Texas residents
impacted by Hurricane Harvey earlier
this year. The company donated $5,000
and is sending pallets and trailers of
PUSH-2-0 water to people impacted by
natural disasters nationwide.
"We have a policy of giving back to
the community, and believe we can't get
without giving," Whitney adds.
food & drink international * winter 2017 volume 2 * www.fooddrink-magazine.com