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A New Flavor in Town |
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 On April 24, a new juice/smoothie shop opened in the heart of Downtown San Diego, California without much fanfare. At first glance, one would think that the shop is just another blend-and-go joint with a funky name, however if one would take a closer look, one would notice that there is something distinctly different about this new establishment. There is something distinctly unique, to your everyday American, something distinctly exotic, to your everyday Filipino something distinctly familiar from home.
The name of the establishment is JoozeBox and unlike any other smoothie shops
in town, JoozeBox’s main ingredients are extracts from fruits native to the
Philippines. These fruits, which grow widely throughout the Philippines, are
very rare in the United States, particularly the versatile and flavorful
calamansi and the tangy and refreshing dalandan.
Calamansi a citrus tree native to the Philippines is perhaps the most common
backyard tree grown in the country. It’s tart flavor and health benefits makes
it a very versatile fruit that Filipinos use it for a variety of purposes
ranging from a refreshing beverage to a recipe ingredient, from a very flavorful
seasoning to a very useful herbal remedy. It can grow in a wide variety of
environments, which allow many Filipino-Americans to plant it in their backyards
here in the United States.
Calamansi’s relative the Dalandan is a much bigger fruit and have a sweeter
flavor. It is said to be a variety of the Mandarin Orange. Much like the
calamansi, the dalandan, sometimes called the dalanghita, has a wide variety of
uses, but more commonly used as a very refreshing beverage. Both citrus plants
are rich in phosphorous, calcium, iron and Vitamin C.
Along with the Philippine Mango, the Philippine Pineapple, Philippine Strawberry
and the very healthy Green Tea, JoozeBox delivers these uniquely Filipino fruits
to North American consumers in two ways. First, through a unique process called
spray-drying, the pure and all-natural puree of the fruit is converted into
powdered extracts without adding any additives, preservatives, artificial color
or flavoring. By spray-drying and powdering the puree, we not only capture the
nutrients, essence and freshness of the fruit, but we also extend the shelf-life
of the product. A JoozeBox powdered fruit and herb can have a shelf-life of over
18 months if left unopened in its original packaging. The fruit or herb’s
essence, flavor, nutrients and freshness are secured in the fine capsules of
powder awaiting to be release when you add water.
United States consumers can buy these products in a canister to use for a
refreshing beverage or as an ingredient for a delectable recipe, i.e. Mango
Cake. The versatile calamansi is also served in a shaker with or without pepper
which can be used as a seasoning for Filipino dishes like the palabok,
arroz-caldo and pansit. It can also be used as a tasty flavoring for your
favorite cup of tea.
The second way JoozeBox delivers these unique Filipino flavors to the US market
is by using these delicious ingredients as bases for one-of-a-kind mixes of
juices and smoothies found nowhere else in the city, the state, the country or
perhaps the world. One will get to taste the best of both worlds through our
serving of the tart and berry-filled East West Fusion, or feel like royalty as
they sip in to The Maharlika. Perhaps they can have the juices play music in
their palate as they take in the Tangy Symphony or simply go goo-goo for the
Peach ‘n Go Blue.
JoozeBox is the first of its kind in both sides of the Pacific and it is located
at 1401 Sixth Avenue, San Diego, CA 92101 at the corner of 6th and Ash in
Downtown San Diego. More information will soon be available in its websites
www.joozebox.com and
www.choicextracts.com. Please
stop by and see why JoozeBox is uniquely different and indeed why it is The New
Flavor in Town.
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Posted on Monday, May 01 @ 22:39:27 CDT by don |
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