Well, it’s official. We have Bruce Springsteen, Bon Jovi, The Sopranos, Martha Stewart and now, the final addition to our growing cult, New Jersey finally has its own brand of beverages! A new company, whose headquarters are settled in Totowa, NJ, has emerged from the grimey, litter-filled ground and is providing New Jerseyans everywhere with their own branded, state-pride inspired sodas.
Understandably named Jersey’s Food & Beverage, LLC, this new developing soda brand draws inspiration from the typical Jersey attitude and well-known landmarks and myths and uses them to create specific flavors and concepts for beverages to be distributed throughout the state, as well as the country. Owner Mike Snell and Roy Van Tassel are well aware of the fact that NJ, or even the country for that matter, is certainly not in need of another soda outlet. However, they do believe that they have something unique to offer to a population of people that take much pride in where they come from, and so they figured they’d give it a shot.
The original plan was to take their ideas to a popular beverage company in Moonachie, NJ, named Boylan’s. However, when their pitch didn’t go exactly as they had imagined, they didn’t walk away feeling defeated and discouraged. They simply agreed with one another that it was going to take a bit more effort, and that old saying, “If you want something done, you have to do it yourself.” And so that’s exactly what they did. So, how they doin’?
In a short period of time, about six weeks to be exact, Snell and Van Tassel had a delivery of over 1500 cases of soda. Produced in New Jersey, of course, and stored in a north Jersey warehouse. The sodas are now on shelves at over 25 locations throughout the state; a feat the pair accomplished by personally going door-to-door and selling their product to store owners.
Now, tell me this. When you walk into a deli, a supermarket or anywhere that you can purchase a can of soda, if you had to choose between either some other brand of orange soda, or South Orange, with a picture of NJ right on the bottle, which one are you going to choose? I think the answer is pretty clear; and that’s the driving force behind the success of this new company. People everywhere are starting to take notice only after such a short time in business. “The Newark Star Ledger gave us a 2 inch by 2 inch blurb in their food section and the phones rang off the wall. Industry people, flavor companies, distributors, restaurants, delis, and even an investment firm from NY called. The reaction we had received confirmed our idea, that Jersey people love Jersey things. It is in our blood I guess,” said co-owner Mike Snell. And boy is he right. Face it, we have a bond, us Jersey bred. We have a belief and a common thread sewn between all of us, and I’m pretty sure it’s been said more than once, that out of every state in the country, Jersey’s accent is the most recognizable wherever you go – now that has to count for something!
Among the available flavors are Route 46 Root Beer, South Orange, and Bada Bing! Black Cherry (which seems to be the favorite so far). Though the selection may seem small, this is just a jumping off point and the company is sure to grow considerably. Currently, owners Mike Snell and Roy Van Tassel are working on developing some new additions to the beverage line, such as Passaic River Punch, which will be a “dingy green soda that looks like river water but tastes like fruit punch,” Jersey Devil Berry, which is “a bright blue raspberry flavored soda,” and a diet version of the South Orange flavor. Things seem to be rolling along quite nicely for these do-it-yourself entrepreneurs, and Jersey should be proud!
So far, Snell and Van Tassel have been relying on intuition and spirits to get by and they’re still developing the business as a twosome. However, they’re hoping to find the right match for them, an investor as well as a partner who has more experience in the food and beverage industry, and who can coach and guide the pair so as to take Jersey’s Own Food & Beverage to the next level.
For anyone interested in placing an order, or just getting a glimpse of this new and growing company, check out their website at jerseysownsoda.com. Also, the Bamboozle Festival is set to hit NJ this May, and Jersey’s Own Sodas will be there keeping all concertgoers hydrated and energized, so be sure to swing by and check them out if you have a chance!
Photos Courtesy of: www.candylust.org and Andrew Krapsho
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