Jon Stojan
Image credit: Citrus America
For Brian Framson, founder of Citrus America, the “a ha” moment came not in his current home state of Florida, but halfway across the world.
“My parents moved to Florida around the same time I moved to Europe, around 1998. I was not very aware of orange juice as a topic. I did realize we were buying fresh orange juice in grocery stores in Vienna,” he recalls. It wasn’t until 2010, during his investment banking days, that Framson noticed a startling gap: “The fact that it was easier to get fresh orange juice in Vienna than in Florida showed us there must be an opportunity.”
Thus, Citrus America was born in 2011, aiming to disrupt an industry riddled with unreliable equipment and subpar service. “We had to really make sure we had the best equipment available,” Framson explains. Drawing on his experiences at Ford, Coca-Cola, and McKinsey, and his father Ron’s background in sales, the Framsons built Citrus America on a foundation of quality and customer support.
“If we just sell you a machine, we’ll all fail, but if we supply you with a reliable and profitable solution, we’ll all succeed.”
Central to Citrus America’s philosophy is “Healthy Profits,” a multilayered mantra. “Fresh juice is very healthy and nutritious for the consumer,” Framson says. But it goes deeper, encompassing “a healthy image for our customers” and “a healthy sustainable growing addition to one’s business.”
The company’s strategy, dubbed T.H.E. (Taste, Hygiene, Efficiency), focuses on delivering consistently delicious juice, ensuring hygienic processes, and maintaining efficient, reliable operations.
Image credit: Citrus America
Southern California shoppers are already familiar with Citrus America’s impact. “When I’m in Southern California, I love to stop by Gelson’s and Mother’s Market for fresh juice and an on-the-go snack or quick lunch,” says Framson. Their Citrocasa juicers have become a staple in these local favorites, representative of Citrus America’s commitment to quality.
Beyond the grocery aisle, Framson has witnessed some surprisingly creative uses for his machines. “A Peruvian customer took a pure shot of lime juice and commented on how low the peel oil was. He recognized this right away, and chose our juicer for making ceviche,” he shares. Later, a customer’s inquiry about pomegranates led to testing that revealed their machines could deliver “real deal” fresh pomegranate juice — a game-changer.
Scaling across small cafes to massive chains isn’t easy, but Citrus America’s “default is quality,” Framson emphasizes. It’s a philosophy passed down to his children, Jacob and Miriam, who now work alongside him. “There’s something even more rewarding when you see your own offspring with the same incredibly high commitment to quality.”
An exclusive partnership with Citrocasa ensures that equipment stays ahead of the curve. “Since then, we’ve been involved in phone calls and workshops to continuously improve our juicers,” Framson says, noting their machines have undergone nearly annual upgrades. “It’s up to Citrus America to manage our brand and service levels and our focus is on quality.”
Aesthetics are no afterthought either. “Ugly machines. Ugly cars. Ugly houses. Ugly buildings. You name it: you can buy ugly ones or you can buy attractive ones,” Framson says with a laugh. Citrus America opts for the latter. “We’ve been told a number of times that our equipment ‘looks sexy’. That makes me smile!”
The client journey with Citrus America is just as meticulous. Framson explains, “We help customers pick the right equipment,” ensuring they get not just the biggest machine, but the right one. Training, whether virtual or in-person, follows, alongside lifetime telephone support. “We want our customers to call us. Just a few minutes on the phone with us can usually help resolve the question or issue.”
Image credit: Citrus America
Framson believes Citrus America was “way ahead of the curve” as consumers pivoted toward fresh, natural foods. “Frankly, I think many American consumers feel like they’ve been misled for years,” he observes, pointing to lawsuits against brands for false advertising. He sees fresh juice as “a huge opportunity to improve the quality of life for consumers and to help our customers differentiate themselves in the marketplace.”
Sourcing American produce, particularly from California, is another point of pride. “I’m extremely proud that a single juicer operating in a busy grocery store can juice tons, literally tons, of oranges every day,” he says. Special shout-outs go to California’s Cara Cara and blood oranges, which Framson and his VP of Sales Jay Gardner have turned into irresistible cocktail creations like “Jay’s Spiked Bloody Lemonade.”
Still, success hasn’t come without battles. “There have been a number of attempts to actually destroy our business and steal what we’ve built,” Framson admits. Legal battles, COVID shutdowns, and cheap competition have all tested Citrus America’s resilience. But, as Framson says, “Anything worth having is worth fighting for,” a quote he references from the hit television series, “Yellowstone.”
The company’s growth into limes, lemons, pomegranates, and beyond is driven by its mission to support “The Perimeter,” the fresh zones of grocery stores. “When our customers want to expand their ‘Healthy Profits’ with fresh products, we’re a technology partner they can rely upon,” Framson asserts.
Then there’s the “Juice Mobile,” a literal cross-country mission to bring fresh-squeezed juice demos to customers during COVID. Framson recounts juicing in Arches National Park, the Bonneville Salt Flats, and in front of the Golden Gate Bridge, culminating in Citrus America supplying the Federal Reserve Bank with “the best fresh orange juice possible.”
Of all the accolades, the moments that resonate most with Framson are deeply human. “When one of the servers saw the juicer she burst into tears of joy,” he shares, recalling how an automatic juicer transformed a grueling five-hour lime-squeezing task into an easy one-hour job. “We make women cry,” he says proudly.
Another point of pride? The silent gratitude from clients who no longer need to call with complaints. “They pretty much say: ‘All good. We’ll call you if we have any problems.'”
For Framson and Citrus America, that’s the sweet taste of success — one squeeze at a time.