Based in the small town of Sawyer in southwest Michigan, Fruitbelt LLC is a privately owned beverage development, marketing and distribution company founded in 2013 by partners Michele Gazzolo and Beth Denton, whose aim is to formulate, sustainably source, market and sell drinks made from ingredients native to American Midwestern orchards.
Fruitbelt Sparkling Tonic sits at the confluence of trends: a concern for healthier food and drink, a growing interest and concern in regional/sustainable food cultivation, and a desire to be engaged with producers to create something delicious.
Fruitbelt aims to address these concerns with a drink iconic of our history and fruit-growing traditions. We have brought to market a line of novel tart sparkling drinks made with pressed juice (each bottle containing 20-25% juice from American single-origin orchards), sweetened with organic honey and spiked with our own orchard bitters that highlight the botanics of the orchard. Fruitbelt is better-for-you, mid-calorie (60 calories), smaller format (8.5 oz/250 mL), free of colorants, fruit flavorings and preservatives (no artificial anything), and cold-pasteurized for shelf stability. We have a clean label.
Our formulation efforts stem from providing something that is healthful, authentic and delightful; that is as conflict-free as possible; and that tells the story of the American orchard, from the dirt to the bees to the people who tend their crops.
We have two flavors with more in the pipeline: Tart Cherry with Ginger+Chicory and Crisp Apple with Lime+Dandelion with plans for more flavors. All have these ideas in common:
• 20% domestic fruit juice;
• 100% natural;
• Sweetened with organic honey;
• More tart to fit closely with new industry standards for sugar content and shifting palates;
• Mid-calorie, smaller format, 14 g sugar/60 cal/250 mL (8.5 oz);
• Featuring a unique blend of orchard bitters (much like what is found in many European drinks) which come from botanicals found in American orchards;
• Malic and citric acids to boost anti-oxidant qualities;
• No colorants, fruit flavors or preservatives;
• Cold-pasteurized for shelf stability and BPA Free.
Tart Cherry contains tart Montmorency cherry juice from a Michigan orchard along with ginger extract and chicory root. Crisp Apple contains juice from the same Michigan orchard with extracts of lime, caraway and dandelion root.
Our drinks will always be more tart than sweet in order to highlight the healthier anthocyanins and flavonoids that are contained in them. Our unique bitters highlight the botanics found in an orchard AND contain healthful qualities. We use botanicals that seem exotic, but are actually found in our back yards, like chicory and dandelion root, propolis from bees, aronia and heirloom apples.
While the traditional CSD category continues to decline due to concerns over health, better-for-you NA beverages are expected to continue gaining share, especially those categories which contain some juice and identify as “craft”. There is ~$35 billion dollars in play by 2020 for these smaller brands in the overall NA beverage category. Juice-based craft soda is an emerging sub-category, in which only a few viable juice-based sodas are available. None originate in Michigan, only 2 hail from the Midwest, none use our cold-sterilization method of preservation and none offer a smaller glass packaging format.
In addition to adding to the line-up of the full-flavored Fruitbelt people are growing accustomed to, we will introduce a branch off this line, a very low calorie (0-10 calories) botanical water. This line will be more bitter-forward and will contain native/unique juice extracts.
Established in 2013, Fruitbelt conducted its first production run in January 2016 with a co-packer in Scranton, PA, with another successful production run in January 2018. Current product and operational status includes: Bringing a CEO on board effective January 1, 2019, a woman with impressive experience in Beverage/Food; 1 national distribution company (we are working out of 3 of UNFI's regional warehouses), 2 regional distribution companies, and 1 national re-distribution company; direct sales and self-distribution to local businesses; a VP of Sales with 35 years in the natural food/beverage category; 2 brokerage groups — one in retail (Greenspoon) and the other in food-service (Elohi); recent reformulation to improve COGS while remaining true to our brand; slight branding tweak to highlight premium quality of the drinks. Additionally, we completed Chicago’s Good Food Business Accelerator and have gained strong mentorship and introductions from our associations there.

Financial Summary
Previous Fundraise Summary
Security Type | Revenue Share | |
---|---|---|
Investor Eligibility | All Investors | |
Minimum Investment | $500 | |
Payback Multiple | 1.4x | |
Term | 4 years | |
Payment Frequency | Monthly | |
Disbursement Late Fees | 5.00% | |
Loan Collateral | Unsecured | |
Seniority | Junior | |
Equivalent Interest Rate (/yr) | 17.60% |
Offering Materials
Pitch Deck
Financials
Financial projections are subject to certain risks of the business and may not be achieved. Projections only contemplate projected cash flows, are unaudited and may not be formulated in accordance with US Generally Accepted Accounting Principles. Consult the investment materials for more information on business specific risks and a discussion of the key risks that may impede the achievement of the revenue forecasts presented. There is no guarantee that an investment may achieve any level of return. Review our Risks of Investing before making an investment decision.
Q&A
Team

Michele Gazzolo
Michele Gazzolo is a natural merchant who grew up working at her family's pharmaceutical distribution company in Chicago, among boxes, jars, forklifts, shelves and telephones. A former retail store owner, she is skilled in marketing/PR and excels at anticipating trends, envisioning possibility, inventing and orchestrating games. Most recently she was instrumental in capital formation, team formation and strategy for a clean tech software startup now entering commercialization. When not slicing apples or dicing prose, she enjoys walking on moors and merrymaking with friends. BA, Williams; MA, U of Chicago and UIC.

Beth Denton
Beth Denton, food-grower and hands-on educator, delights in exploring obscure fruit varieties and conducting culinary and botanical experiments in kitchen and garden. In two years she has taught herself mixology, chemistry, how to use a carbonation stone to make tiny bubbles, and how to build poetic, aromatic and delectable sodas out of regional ingredients. Beth's imagination, tenacity and indefatigable curiosity make work seem like the best kind of adventure.

Paul Gazzolo
Advisory Board Member
https://www.linkedin.com/in/paulgazzolo/

Stephanie Lind
Consultant
https://www.linkedin.com/in/stephlind/

Paul Gazzolo
Advisory Board Member
https://www.linkedin.com/in/paulgazzolo/

Stephanie Lind
Consultant
https://www.linkedin.com/in/stephlind/

Elohi
Midwest sales in food service

Armstrong & Reist
Accountant

Bill Daly
Legal
https://www.linkedin.com/in/williamjdaly/

Fortune Fish & Gourmet
Distribution partner for Midwest

Cherry Capital Foods
Regional distribution partner in Michigan only. Hyper-local, interesting MI-based brands. https://www.linkedin.com/company/cherry-capital-foods/

UNFI
The leading independent national distributor of natural foods. They are coming on board in July in 3 midwest warehouses. https://www.linkedin.com/company/united-natural-foods/

Greenspoon
Green Spoon is a national natural food + beverage brokerage company that represents the most disruptive and emerging consumer packaged goods in the industry. https://www.facebook.com/greenspoonsales/

Steve Gaither
A member of a collective of the top CPG minds in the business who provide consulting, advisory, brokerage and investment expertise.
https://www.linkedin.com/in/jbchicago/

Mark Delbridge
VP Sales, 30+ years in building sales in the natural food/beverage channels
https://www.linkedin.com/in/mark-delbridge-02155711/

Houston's
National Re-Distributor
About Fruitbelt LLC
Company Updates
Q1 2020 Report
April 25, 2020
Hello All,
We are pleased to post our first quarterly report for 2020.
YTD Profit and Loss Statement is also attached.
Please let us know if you have any questions!
Michele, Beth and the Fruitbelt Team
Profit and Loss and Balance Sheet
November 11, 2019
Year-to-date Financials attached
FRUITBELT 2019: THE YEAR IN REVIEW
November 11, 2019
Hello Friends,
2019 has been an eventful year.
We approach its close with gratitude to our investors, partners and customers.
Cheers!
Michele, Beth and Carol
News from the Fruitbelt
August 7, 2019
This is a prelude to a more formal and detailed report, to be issued at the end of next week.
How goes life in the Fruitbelt?
RETAIL
Fruitbelt is on shelf in 56 Whole Foods across the Midwest. With new pricing in effect ($1.99/single, $6.99/4-pack), we see a lift in velocity which we attribute to new pricing as well as recent demos in 26 stores in MI and IL. Blended rate across 56 stores is @ 6 units(singles)/sku/week, with variances up to 80 units/wk and in a few cases 0, where we find the product has sold out and not been restocked.
We are preparing 4th quarter presentations for other large chain retailers including Heinan's (Ohio), Fresh Thyme, Target, Costco and Meijer's, as well as smaller retail chains in our core Midwest territory, and preparing in December to propose expanding our WF presence into an additional region. We are also speaking with Midwest based distributors including Natural Direct, which distributes Midwest products to 300+ outlets in IL and WI, including small specialty retailers, cafes and 'grab n go' accounts.
FOODSERVICE/OTHER
With the hiring of Carol Mueller as Head of Sales, we are adopting a foodservice forward strategy for Fruitbelt.
We are finding a great receptivity to our sparkling tonic in certain channels of the foodservice sector, namely high end hotels and restaurant concepts. Chefs and mixologists are excited by its flavor forward profile, mix of botanical ingredients and aromatic aspect. This fall Fruitbelt will be introduced on menu at several of the Kimpton Hotel properties in Chicago and Milwaukee, as well as the Milwaukee-based Bartolotta Restaurant group.
Fruitbelt has been introduced for consideration at Google and is being reviewed by the global catering team.
Fruitbelt was invited for a 3 month test at 5 Boston area locations of the B Good restaurant group, a national farm to table casual franchise, and has been selling well in these locations. We will learn in mid-September whether our drink will be introduced across the franchise.
NEW PRODUCT PIPELINE
In April we ran a test of 3 new flavor skus which we are currently market-testing to determine which to introduce. Our focus in this iteration is a lower calorie tonic that retains the full flavor without the sugar content of our current skus. Due to the intense flavor of certain dark berries, we feel we have hit the mark. Chefs and other discerning tasters are loving the new flavors, which we intend to run in Q1 2020.
SUPPLY CHAIN/PRODUCTION
We are exploring a production facility outside of Madison, WI that has the capability of running our drink. To move production to the Midwest will not only save on inbound freight costs, it will also allow us to produce in cans & thus to expand the channels (e-commerce and other segments) where glass packaging is not ideal or viable.
CAPITAL STRATEGY
We are conferring with groups in the Midwest who invest in early stage companies with revenue under 250K. Though we expect to reach a run rate of 250 K by the end of 2019, our current annualized revenue is under 100K. Additional investment will allow us to expand our sales efforts, filling out the neighborhoods in proximity to Whole Foods stores and producing a level of brand ubiquity to support increased retail presence and volume, which in turn can lead to the next retail opportunity.
HOW YOU CAN HELP
If you know of a boutique hotel in your city/town or a wonderful restaurant or store that should carry Fruitbelt, tell us!
If you would like to sample our product (including the new flavors) and have not yet found it, drop us a line w/your address and we'll send some to you.
If you may be interested in investing further, be in touch.
Look for a complete investor report next week.
All the best,
Michele
Fruitbelt Social/July 14, 2019
June 25, 2019
We're having a party and you're invited. Live music, Fruitbelt cocktails and a sip of our new flavors:
Discussion
Risks & Disclosures
Company Updates
Q1 2020 Report
April 25, 2020
Hello All,
We are pleased to post our first quarterly report for 2020.
YTD Profit and Loss Statement is also attached.
Please let us know if you have any questions!
Michele, Beth and the Fruitbelt Team
Profit and Loss and Balance Sheet
November 11, 2019
Year-to-date Financials attached
FRUITBELT 2019: THE YEAR IN REVIEW
November 11, 2019
Hello Friends,
2019 has been an eventful year.
We approach its close with gratitude to our investors, partners and customers.
Cheers!
Michele, Beth and Carol
News from the Fruitbelt
August 7, 2019
This is a prelude to a more formal and detailed report, to be issued at the end of next week.
How goes life in the Fruitbelt?
RETAIL
Fruitbelt is on shelf in 56 Whole Foods across the Midwest. With new pricing in effect ($1.99/single, $6.99/4-pack), we see a lift in velocity which we attribute to new pricing as well as recent demos in 26 stores in MI and IL. Blended rate across 56 stores is @ 6 units(singles)/sku/week, with variances up to 80 units/wk and in a few cases 0, where we find the product has sold out and not been restocked.
We are preparing 4th quarter presentations for other large chain retailers including Heinan's (Ohio), Fresh Thyme, Target, Costco and Meijer's, as well as smaller retail chains in our core Midwest territory, and preparing in December to propose expanding our WF presence into an additional region. We are also speaking with Midwest based distributors including Natural Direct, which distributes Midwest products to 300+ outlets in IL and WI, including small specialty retailers, cafes and 'grab n go' accounts.
FOODSERVICE/OTHER
With the hiring of Carol Mueller as Head of Sales, we are adopting a foodservice forward strategy for Fruitbelt.
We are finding a great receptivity to our sparkling tonic in certain channels of the foodservice sector, namely high end hotels and restaurant concepts. Chefs and mixologists are excited by its flavor forward profile, mix of botanical ingredients and aromatic aspect. This fall Fruitbelt will be introduced on menu at several of the Kimpton Hotel properties in Chicago and Milwaukee, as well as the Milwaukee-based Bartolotta Restaurant group.
Fruitbelt has been introduced for consideration at Google and is being reviewed by the global catering team.
Fruitbelt was invited for a 3 month test at 5 Boston area locations of the B Good restaurant group, a national farm to table casual franchise, and has been selling well in these locations. We will learn in mid-September whether our drink will be introduced across the franchise.
NEW PRODUCT PIPELINE
In April we ran a test of 3 new flavor skus which we are currently market-testing to determine which to introduce. Our focus in this iteration is a lower calorie tonic that retains the full flavor without the sugar content of our current skus. Due to the intense flavor of certain dark berries, we feel we have hit the mark. Chefs and other discerning tasters are loving the new flavors, which we intend to run in Q1 2020.
SUPPLY CHAIN/PRODUCTION
We are exploring a production facility outside of Madison, WI that has the capability of running our drink. To move production to the Midwest will not only save on inbound freight costs, it will also allow us to produce in cans & thus to expand the channels (e-commerce and other segments) where glass packaging is not ideal or viable.
CAPITAL STRATEGY
We are conferring with groups in the Midwest who invest in early stage companies with revenue under 250K. Though we expect to reach a run rate of 250 K by the end of 2019, our current annualized revenue is under 100K. Additional investment will allow us to expand our sales efforts, filling out the neighborhoods in proximity to Whole Foods stores and producing a level of brand ubiquity to support increased retail presence and volume, which in turn can lead to the next retail opportunity.
HOW YOU CAN HELP
If you know of a boutique hotel in your city/town or a wonderful restaurant or store that should carry Fruitbelt, tell us!
If you would like to sample our product (including the new flavors) and have not yet found it, drop us a line w/your address and we'll send some to you.
If you may be interested in investing further, be in touch.
Look for a complete investor report next week.
All the best,
Michele
Fruitbelt Social/July 14, 2019
June 25, 2019
We're having a party and you're invited. Live music, Fruitbelt cocktails and a sip of our new flavors:
Discussion
I didn’t see any attachments on your last two messages.
I didn’t see any attachments on your last two messages.
Same here.