Aava salehi

Y & H T HEAV LY L A EN HE

B

Y: AA

VA

SA LEH I

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ACKNOWLEDGMENTS I’d like to thank my teachers at Freestyle Academy for providing me with the essential tools and moral support that allowed me to succeed in this project. I would also like to acknowledge the whole Bowl of Heaven team for welcoming my partner and me into their store with enthusiasm and allowing this experience to be one of a kind.

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TABLE OF CONTENTS PREFACE

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INTRODUCTION

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CHAPTER 1

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CHAPTER 2

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CHAPTER 3

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CONCLUSION

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WORKS CITED

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PREFACE Coming into the “hardest assignment of my whole Freestyle career,” I was petrified for this Documentary project. The thought of finding a location, conducting three interviews, researching a topic, and creating a book and film was a lot to manage in only several month’s time! I knew if I found a location I was interested in, this would allow me to enjoy this project to its fullest potential. I originally picked a location that I had absolutely no interest in, causing the research and writing to become a drag; I started to dread this assignment. With the deadlines coming up, I felt stuck, fearing that I would be spending a month’s time writing about something I had absolutely no passion for. Luckily, I stumbled on Bowl of Heaven.

It was opening day, and having tried acai bowls before in Southern California, I knew I had to give Bowl of Heaven a try. When I arrived, I was greeted by co-owner Dan McCormick. He explained everything about Bowl of Heaven to me, from the origin of the business to the bowls themselves. With this talk, I instantly knew I wanted to do my documentary on this place. I asked Dan for his business card and everything fell into place after that.

To say I fell in love with Bowl of Heaven is an understatement. I loved being there, from conducting the interviews and hearing the different stories, to just taking the pictures of the bowls, I really became invested in the project. The stories I heard truly opened my eyes up to the bigger and overlooked picture of the food industry: its ethics. As I got to learn more about Bowl of Heaven, I became more passionate about the relationship between health and the food industry, and I came to question the foods I eat.

I feel incredibly lucky to have connected with Dan and the rest of the Bowl of Heaven team.

Not only did they get me a job as a “Bowlista,” but they allowed me to experience the most eyeopening and joyful Documentary project I could have asked for.

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INTRODUCTION

During my spring break of 2014, I visited my friends in Southern California. After one long beach day, they took me to this new açai bowl stop. I had never heard of an acai bowl before, but I tried it anyway. I was instantly obsessed with this huge smoothie bowl loaded with sweet, fresh fruit and crunchy granola. I wanted to come back to this stop every day; I was addicted! After my interview with Co-Founder of Bowl of Heaven, Brandon Beazer, I came to learn I wasn’t the only one addicted to this delectable creation.

Taking his first bite back in 2005, Beazer was so hooked on the idea of this healthy bowl packed with superfoods and macronutrients that he wanted to take it to another level by creating his own product for entire communities. He, along with partner and Co-Founder Dan McCormick, created the healthy and happy Bowl of Heaven. However, in an industry dominated by fast food and a community that is extremely new to the idea of an açai bowl, the idea of stopping at a healthy food joint isn’t the first thing on people’s minds.

Many people believe that the pros of fast food chains outweigh their cons, making them a good choice for a place to eat. Fast foods offer a variety of food choices, are made quickly, don’t cost much, and, well, taste good! For most of us, if we are rushing and hungry, we’ll grab some drive-thru. Order, pay, and within a few minutes, our meal comes out to us.

Although fast food may be a very convenient option for many, most Americans are failing to recognize the damages this eating habit is creating. Countless amounts of these misconceptions regarding the positives of fast food are due to false advertising by the media. People just like you and me are being dragged into this whirlpool created by the collision of big business and food, and we can’t free ourselves from it.

Luckily, food stops like Bowl of Heaven are helping us get out of this whirlpool. Bowl of Heaven is a healthbased establishment that sells acai bowls, smoothies and juices that are all made from the freshest of products. Rather than just focusing on the economic prosperity this business allows, Bowl of Heaven cares for customer satisfaction by making sure they put the best product out there. Furthermore, they use social media to promote the greatness of their creation rather than using false advertising to attract consumers. Alongside Beazer, General Manager Bo Ahio and Co-Owner Samuel are working to bring a healthier future to the Bay Area. They saw how profitable the Mountain View area was by the influx of health-related business.

With the success in this area, Bowl of Heaven sees health-consciousness spreading to the less informed East Bay.

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CHAPTER ONE WHAT’S THE PROBLEM? ety overlooks regarding fast food. Junk food such as burghen we drive down the ers, pizza, and milkshakes are streets, we see a myriad of extremely high in calories, but fast food restaurants waiting for us to stop in. The smell of do high calories mean high the fries, the thought of a cold satisfaction? The answer is no; junk food does not fill us and rich ice cream on a hot day — these instant gratifica- up. The rise in fast food joints tions beckon us. In fact, with has created such a culture of over 500,000 fast food restau- processed food consumption that we have become addicted rants in the US, this temptation is easy to satisfy (Ranso- to them in the same way that people are addicted to hoff). drugs, because foods high Unfortunately, we all know in fat and sugar cause that the stereotypical fast neurochemical changes in food stop comes with many the brain (Bryan). consequences, such as how In the book Omnivore’s unhealthy they are. There is Dilemma, Michael Pollan a health problem – really, an tries to unravel the secrets ethical problem – our soci-

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behind the food industry and the food we are putting into our bodies, through various case studies and research. He explains that when the serving sizes our bigger, our stomachs magically become larger as well, and we end up eating 30% more food than our body needs in that moment. Over time, our bodies evolve to the point that they cannot detect

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hunger to tell us when we want to eat or when to stop eating.

This addiction to food helps The American Food Industry keep their customers hungry. “They manufacture a product that stimulates your appetite, so you eat more of it — and yet leaves you hungry for more” (Dr. Karl).

The industry has realized that our appetite is “permanently aroused” and that we eat in response to cravings, not hunger. It manipulates the weakness of the American society by realizing its flaws. This industry, like many other big business, only cares about the economic aspect of their products, not the quality it provides to the public. In fact, the food you are getting from a fast food restaurant is probably not what you think you’re eating.

As part of trying to re-

veal “the secrets behind what you eat,” Pollan studied the role of corn in the food industry. Corn is the basis of mostly everything we eat at fast food joints. Your chicken nuggets from McDonalds? They are de

fries actually taste pretty similar. The chicken nuggets are not chicken and the fries are not potatoes. In simpler terms, your meal is corn with a side of corn, being washed down with some more liquefied corn. But why is everything coming from corn? Due to the vast amount of fields for corn, the price of corn is cheap, making corn the perfect basis for processed foods. For big business’ who solely want to make money off their customers, they don’t care for what you’re eating, as long as they get the money.

Our society needs to realize these ethical problems that come with fast food rived from and turn to healthier (or in corn. Your 64-oz Coke? That this case, real) food options right there is a huge cup of when we are on the go. Locahigh-fructose corn syrup. If tions like Bowl of Heaven care they weren’t covered in difabout customer satisfaction ferent oils and chemicals, you and put their full effort into would be able to realized your making each of their products chicken nuggets and french turn out the best they can

"Our mission statement for Bowl of Heaven is to delight, nourish, and satisfy customers in a way to create trust and royalties."

-Samuel Lee

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be. Co-Owner of the Mountain View Location, Sam Lee says, “Our mission statement for Bowl of Heaven is to delight, nourish, and satisfy customers in a way to create trust and loyalties.” Beazer explains what makes his business different from the competition’s: “What makes us different, is what we put

into our bowls.” He went on to explain that they put their money toward importing everything from the country where the superfruits (which I will explain what they are in the next chapter) are from rather than buying some processed super fruit puree from their local supermar ket. At their Mountain View

location, Bowl of Heaven has a board on the wall that says, “To eat is a necessity, but to eat intelligently is an art.”

(La Rochefoucauld)

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CHAPTER two WHY ACAI? W hat is an açai bowl? “I thought it was Chinese food!” Co-Owner Sam exclaims as he talks about his first impression of the product. As surprising as it may seem, açai bowls are nothing close to Chinese food. The simplicity of these bowls can provide the greatest benefits. “Our Açai bowl, the way that we like to explain is, it’s a mixture of fresh, frozen, and exotic superfoods, and so when you have a combination of those where you’re eating, you know there’s no dairy, there’s no ice, there’s

no added sugar to it, so you’re getting the best of all the worlds. You’re getting your antioxidants, your essential fats, with these super fruit berries, you can add our plant-based protein to make it a complete meal for you” (Beazer). Turning our attention to these nutritious and filling meals will help steer our society away from problem-causing fast food. Scientists from The National Institute of Diabetes and Digestive and Kidney Diseases tell us that 68.8% of the American population in 2009-2010 was considered overweight or obese,

so I think we can agree that Americans have some weight to lose. The items this bowl contain can help lead people down the right track in terms of weight-loss.

The main component of açai bowls is the acai berry itself. Like other superfoods, açai berries are high in antioxidants that can affect cell and molecular structure, meaning they have the ability to increase your metabolism. You might be thinking, “an increased metabolism, so what?”

First, let’s define what this term means: “Metabolism consists of catabolism, the

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chemical breakdown of large molecules into their smaller molecular components and anabolism, the reconstruction or chemical synthesis of large molecules” (Environmental Encyclopedia). If we are able to increase our metabolism, it will make it 10 times easier to lose the weight. Imagine only working out for half an hour or so and not having to diet? No restrictions, no cutting back, no endless hours at the gym. Ahio explains that many customers have come back after eating these bowls a few times, and that they are amazed by how much easier their food is breaking down and being digested. By eating these super foods and increasing our metabolism, we will be able to achieve weight loss and decrease obesity rates in America.

Having this increased metabolism is crucial for our

bodies to break down one of the three macronutrients: protein. Protein is actually a very popular addition to these bowls, and comes in a plant based form. Speeding up our metabolism will allow for more efficient protein synthesis, meaning our bod-

tein generally increases satiety to a greater extent than carbohydrates or fat and may lead to improved appetite control, reductions in energy intake, and, over time, better weight management.” Ahio addresses the point of satiation by explaining that they chose to have plant-based protein on their menu because it can keep people satisfied for 4-6 hours.

Superfoods and protein are only two of the key components for these bowls, along with dairy-free milk, frozen fresh fruit and a variety of toppings.

With all these ingredients, the creation of an acai bowl takes longer to make than your normal fast food. But this timely procedure has it’s own benefits. ies will be able to break down Beazer acknowledges that, unproteins into amino acids and like In-n-Out, the making of keep us full longer. The PR their products is not as simple Newswire explains that “Pro- as ordering and “hey, here it

“Our Acai bowl, the way that we like to explain is, it’s a mixture of fresh, frozen, and exotic superfoods.”

-Brandon Beazer

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is” because every bowl is personalized to every customers needs —every single one! Are you vegan? No problem, because these bowls are 100% vegan! Even for the strictest of vegans, just ask for no honey and bam! Your personalized

bowl is right there for you.

If you are allergic to gluten, Bowl of Heaven provides a paleo granola option (one that has an absence of grains) so that you can substitute your hemp-seed granola and still have that crunchy topping

option. These fully-packed bowls, unlike processed foods, provide a well rounded meal for everyone. They may be as big as a burger, but they won’t end up making you the size a burger will make you.

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“A COMPLETE MEAL FOR YOU” -BRANDON BEAZER

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CHAPTER THree ATTRACTING CUSTOMERS comes to food products. Mooney inquires that junk food and soda

ince eating fast food companies spend a huge chunk has become such a norm in of their money toward markettoday’s society, how are people ing to children and adolescents. going to direct their attention In fact, according to a Federal to a new food idea they have Trade Commission study, forty never heard of? How do we make healthy food more appeal- four major food companies spent $1.6 billion dollars in advertising ing than warm fries and a cold, in 2006. Yes, you read that right, creamy milkshake? How do we 1.6 billion, not million. These get the word of açai bowls out there? The reality is, most peo- ads give kids incentives such as a toy in their happy meal or tell ple don’t look up “new healthy food stop” before they leave the them that their favorite pop star is eating the same meal they house to grab a bite to eat. The solution here is to turn to social are.

These advertisements send media.

An article called “Hooking false information to adults as well. If their kid is begging them the Youngest Eaters” by Carla to go to McDonald’s for a happy Mooney explains the impormeal for dinner, they are going tance of advertisement when it

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to need an option to eat too. A lot of parents would want to opt out for a salad right? Well, these salads aren’t what they seem either. Your 280 calorie salad is probably only counting the calories of the mixed greens and maybe the chicken. On top of it, they have their packet of high-fat salad dressing, little container of almonds and dried rice noodles, and in the end, a meal that is probably as high in fat and calories as the burger and friend their kid is eating. (Zinczenko)

Unfortunately, many American’s fail to realize that they are being tricked into going to these restaurants, and that the companies only want their money.

Luckily, açai bowls are gaining the true popularity they deserve.

With the hashtag acai bowl having 144,085 (and counting) posts as of March 11, 2015, the word of the bowl is reaching more and more people. By presenting these amazing bowls, people will be drawn to this new food sensation and look into it more.

Bowl of Heaven uses Yelp, Instagram, Twitter, and Facebook as their way of getting people attracted to the location. Ahio explains how crucial and helpful social media has been in getting customers. He explains that “a photo is worth a thousand words,” and that when someone

Instagrams their perfect bowl, for example, that is loaded with one’s favorite fruit, a kiwi lover is going to be inclined to go to this place to get this delicious looking glistening green, seedspeckled flesh that they saw on Instagram.

In order to give customers an even better product the next time, Ahio explains their Yelp rewards. When you give a comment on yelp, whether your opinion is positive or negative, you receive $15 on your rewards card. A company giving money to their customers? Doubt big food companies would do that!

This way, customer comments

can tell the store what they do well and what they would like changed in order to keep improving their masterpieces.

Ahio finally pointed out the importance of the truthfulness of their promotion. Connecting back to their mission statement, he explained that he wants their customers to trust them and what they are putting on the menus. He wants them to know that they don’t add ice, sugar, or dairy and that everything is given to them as fresh as possible. The utter importance of keeping loyalties with their customers helps Bowl of Heaven remain successful.

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cONCLUSION After I visited Southern California during Spring Break of 2014, I stopped by the açai bowl store each time I went back down there. Now, with Spring Break 2015 coming up, I don’t have to take a 6 hour drive just to get one of my favorite foods. I can simply just walk across the street! In fact, when I saw my neighbor the other day, he told me that he sees me going to Bowl of Heaven everyday. And I told him that I really do go everyday! Whether I’m working on this project or stopping by to just grab a bowl, there’s no such thing as spending too much time there. Bowl of Heaven has been able to create a community within a community, one that just keeps growing every day. They brought the healthy island life style to the fast paced Silicon Valley and are attracting more and more customers on the daily. With four more locations being opened up in the North Bay, Bowl of Heaven has a huge and successful future . By breaking down the norms of fast food and presenting the Bay with such an amazing creation, Bowl of Heaven will be truly fulfilling their mission statement of delighting and nourishing their customers to create trust and loyalties.

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WOrks cited Ahio, Bo. Personal interview. 25 Mar. 2015 Beazer, Brandon. Personal interview. 27 Feb. 2015 Bryan, Derek. “Reasons People Eat Junk Food Instead of Healthy Food.” Livestrong, 19 Feb.

2014. Web, 26 Feb. 15 “Environmental Encyclopedia.” 13 June 2011. Web. 12 Mar. 15 “Hooking the Youngest Eaters.” Junk Food Junkies. Carla Mooney. Detroit: Lucent Books,

2011. 42-57. Nutrition & Health. Student Resources in Context. Web.6 Mar. 2015.

Kruszelnicki, Karl. “Fast Food Designed To Keep You Hungry.” ABC Science, 9 Oct. 2012.

Web. 6 Mar. 2015 Lee, Samuel. Personal interview. 27 Feb. 2015 “Planet Smoothie Launches Limited-Time, Protein-Packed Smoothies.” PR Newswire 7 Jan.

2014. Student Resources in Context. Web. 6 Mar. 2015.

Pollan, Michael. The Omnivore’s Dilemma. New York: The Penguin Group, 2009. Print Ransohoff, Julia. “Fast Food.” Palo Alto Medical Foundation. Oct. 2013. Web. 27 Feb. 2015 Zinczenko, David. “Don’t Blame the Eater.” The New York Times. 23 Nov. 2002. Web. 26

Mar. 2015

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Aava Salehi is a Junior attending Mountain View High School and Freestyle Academy. She lives in Mountain View, California with her mom, dad, sister, and dog, In her free time, Aava enjoys working out and eating food. All the food.

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