Sandy, Utah, Sept. 4 - A former Zuka and Jamba Juice executive who played a strategic role in growing the Zuka Juice brand to 108 stores in eight Western states has launched his own smoothie and juice bar concept called Roxberry Juice.
Designed around a retro, soda shop-type interior with 30s and 40s bar stools and Roxberry branded art work, as well as T-shirts, hats and aprons worn by staff that have a distinctive "throwback" feel, Roxberry Juice opened its first store in the Hunter's Crossing Shopping Center in American Fork, Utah in March. By the first quarter of 2009, Roxberry Juice will operate four more stores in Utah.
Davis said he believes Roxberry Juice will be successful because of the business decisions he has made about the quality and freshness of the ingredients -- using fresh squeezed orange juice in smoothies instead of bottled; 100% pure fruit juice without added sugar or preservatives, and his insistence on IQF or individually quick frozen fruit. "I've been in the smoothie business for nearly 15 years and am very familiar with what other brands are putting in their smoothies. I decided that our market position would be to produce the highest quality products with the best natural and freshest fruits, juices, yogurts and other ingredients as possible. We believe we have a product that's superior to other brands and in blind taste tests, have already confirmed that." Adding, that "there are a lot of juice bars trying to do what's right, but no one quite gets it."
Davis, who was a partner and executive with entrepreneur Dave Duffin -- creator of the Utah-based Zuka Juice and Rumbi Island Grill concepts -- said his vision for Roxberry Juice is to develop it into a national brand through company stores and franchising.