(136) Effects of Healthy and Natural Ingredients in Various Beverage Lines: A Practical Approach for Small Businesses by Offering Healthy Products

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  • 1 1University of Connecticut, Asian American Studies, Storrs, CT, 06268
  • | 2 2Chicago State University, Marketing, Chicago, IL, 60628-1598

Zafi Beverages, Inc., envisioned energy drinks, mineral natural water, healthy drinks for kids, exotic drinks, flavored drinks, and cholesterol-reducing tea. Emphasis is on non-carbonation and the use of herbal extracts. Consumption of carbonated drinks can lead to reflux, ulcer, and other stomach problems. Zafi Beverages is also developing a unique marketing approach for its products, offering a niche for small businesses and entrepreneurs. Zafi's educational process of entrepreneurship also covers the steps on the road to success: innovative, value-creating, and growth-oriented. Emphasis is also placed on ethical marketing. Small businesses employ 53% of the total private nonfarm work force, contribute to 47% of all sales in the country, are responsible for 51% of the gross domestic product (GDP), produce about two out of every three new jobs each year, and account for over half of United States GDP. Studies report that 40% of the top 1% of the wealthiest Americans got there by building a small business. Interest in small business is increasing, because many Americans believe this is one of the best paths to riches in the United States. About 16 million Americans are in some type of part- or full-time entrepreneurial activity. Entrepreneurship is attractive to people of all ages. Some unique contributions of small business concepts promoted by Zafi Beverages are to encourage innovation and flexibility, maintain close relationships with customers and community, and provide employees with comprehensive learning experience, develop risk-takers, generate new employment, and provide greater job satisfaction. Zafi Beverages is 2 years old; its growth and challenges in the development of herbal drinks for health and new entrepreneurs are described.

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