SCHOOLS WILL BE HIT WITH BRICKS FIRM TO DELIVER FLAVORED WATER.Byline: ALEX DOBUZINSKIS Staff Writer VALENCIA -- Soda is out and water is in at local schools, and a Valencia-based company plans to capitalize on Cap´i`tal`ize on` v. t. 1. To turn (an opportunity) to one's advantage; to take advantage of (a situation); to profit from; as, to capitalize on an opponent's mistakes s>. the demand for health-conscious drinks with an eye-catching product. Fire Mountain Beverage Company recently announced that it received an order to provide flavored water for schools in Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. Unified and surrounding school districts. The initial order is for four truckloads, or 7,500 cases worth a total of more than $100,000, and the company expects further orders. ``We're trying to -- number one -- fill a void,'' said Anthony K. Miller, the company's chief executive officer. ``We're trying to create some hip products that are kind of exciting that will be accepted (at schools), and we think that we will be able to continue to fill the void that's being left by the major beverage companies who produce high-sugar, high-caffeine beverages.'' The flavored water drink the company will send to schools has been in the schools for years -- it was made by an Orange County bottling company A bottling company is a commercial enterprise whose output is the bottling of beverages for distribution. Many bottling companies are franchisees of corporations such as Coca-Cola and PepsiCo who distribute the beverage in a specific geographic region. that Fire Mountain Beverage has since acquired an interest in. But Fire Mountain Beverage plans to repackage re·pack·age tr.v. re·pack·aged, re·pack·ag·ing, re·pack·ag·es To package again or anew, especially in a more attractive package. re·pack the drink and call it Hit By a Brick, so the bottle will have small plastic brick shapes that stick out slightly from its bottom part. The company hopes students find the bottle eye-catching. ``You have to get their attention because it's got to have something that makes it exciting,'' Miller said. Los Angeles Unified began banning sodas in schools in 2004, which was the first step in a health push affecting what students consume. ``It's obviously a win for companies that can come up with beverages that will meet the standards,'' said Jack Kyser, chief economist The Chief Economist is a single position job class having primary responsibility for the development, coordination, and production of economic and financial analysis. It is distinguished from the other economist positions by the broader scope of responsibility encompassing the for the Los Angeles County Economic Development Corp. ``It's good for the students because it's been proven that sodas can add to your waistline. And, of course, it's bad news for the mainstream soda makers.'' Fire Mountain Beverage three years ago bought a Washington State company called Goldstone gold·stone n. An aventurine with gold-colored inclusions. Noun 1. goldstone - aventurine spangled densely with fine gold-colored particles Mining solely for the purpose of becoming a publicly traded company publicly traded company A company whose shares of common stock are held by the public and are available for purchase by investors. The shares of publicly traded firms are bought and sold on the organized exchanges or in the over-the-counter market. , since Goldstone Mining was publicly traded even though its mine was dormant. Since then, Fire Mountain Beverage has grown, announcing last month that it would produce a first order of 12,000 cases. The company's drinks are bottled in Orange County, and its customers include retail and convenience stores The following is a list of convenience stores organized by geographical location. Stores are grouped by the lowest heading that contains all locales in which the brands have significant presence. and government agencies. The company is finishing the packaging design for its Hit By a Brick flavored water drink, which it plans to market to major retailers and warehouse stores. alex.dobuzinskis(at)dailynews.com (661) 257-5253 |
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