Company name: Fresh Start Beverage Co. (Banana Wave)
Headquarters: Palm Beach Gardens
Concept: Fresh Start Beverage Co. is creating a new category in the milk-alternative industry. “We are the first company to actually make milk from a universally loved fruit — bananas. We call it Banana Wave,” said H.E. Neter Kush Ben Alkebulan (pictured above), co-founder and chief beverage officer.
Story: Entrepreneurial passion can take you to places you never thought you’d go. For these co-founders, getting their business off the ground meant living in a car for a while — and success still means donning a banana suit.
Fresh Start Beverage Co.’s mission is to make humanity healthy, happy and strong one refrigerator at a time, said Neter, who founded the Palm Beach County startup along with his fiancée Trendolyn Hopkins and his mother Claudette Patron. Their first product is a nondairy beverage called Banana Wave banana milk. Neter says the delicious superfood originated in Africa’s Nile Valley around 3000 B.C., and has been his family’s specialty for generations.
While attending Florida Memorial University and working three jobs in 2012, he and Hopkins went to the Nova Southeastern University library every night to learn everything they could about business plans and running a company. Saving money by living in a car for six months, they went all-in working on their business full time in 2014; their first break came that year, when they won the People’s Choice award in Florida Atlantic University’s business plan competition and a couple of others.
The winnings, plus about $727,300 raised from family, friends and angel investors after the contests, allowed them to spend most of 2014 and 2015 testing out the product in farmers markets across South Florida, including ones run by Whole Foods, gathering feedback and making tweaks, testing price points and making sales. By January of this year they had the product made commercially and began selling it.
In May, their big break came: Banana Wave is now in Whole Foods throughout the state. The couple have done demonstrations (Neter wears a banana suit) at stores throughout the summer. The banana milk is a first for Whole Foods, Neter said. “They sell a lot of products but they have never seen anything like Banana Wave.”
He has had meetings with Wal-Mart and Kroger over the summer. Wal-Mart has already said yes, Neter said, and they are discussing 2017 launch plans. “I really want to get into Publix; Publix is on my radar.”
Launched: March 19, 2013
No. of employees: 9
Financing: $727,300 raised from family, friends and angel investors.
Recent milestones reached: Expanded distribution into the Northeast, through Market Basket, into the Southwest, through HEB, and into the West Coast, through Unified Grocers. Won the Category Pioneer Award in Beverage World Magazine in July. Currently working on a chocolate version of Banana Wave.
Biggest startup challenge and why: “Our biggest startup challenge was obtaining distribution for Banana Wave. We created the new category so food & beverage distributors had no historical data to rely on to determine sales volume,” Neter said.
Next steps: Obtain a national presence within Whole Foods Market. Give back to the community by sponsoring sporting events and local festivals. Provide impeccable service to distributors and retailers, while creating healthy beverage products that add value to consumers’ lives.
Nancy Dahlberg: @ndahlberg
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