Jason Moon of Orange isn't just a 22-year-old college senior. He is an established businessman with a passion for creating family-friendly environments through his frozen yogurt chain. NuVita, which opened on West Main Street on Branford Hill one week ago, was a business plan Moon developed when he saw the craze of frozen yogurt, or "froyo", take off on the West Coast.
"People are beginning to learn a lot more about nutrition; about fat and calorie counts. Everybody is more health conscious. That's the craze," comments Jason on the explosion of frozen yogurt fans in the last few years.
Moon never anticipated opening more than one store when he first opened but since the beginning it has all been a natural growth progression. He opened his first shop in Orange just over one year ago and opened his second in the Milford Post Mall in April.
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Branford had always been on his radar as his mom owned pa in Branford about 10 years ago. "Nice town. Nice people," he remembered.
NuVita distinguishes itself from the competition by providing a calm and welcoming environment. Plenty of parking and plenty of room to sit and eat are always prerequisites of a new location. Moon loves creating a shop that is comfortable for families to enjoy. Just the other night he walked into his Orange location to find sets of three generation families enjoying his space. He plans on continuing to grow his brand by offering a full coffee menu, pastry, live music, and community events.
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With all the free time that running three shops allows, Jason finds time to give back to his home town by coaching freshman football and track and field at his alma mater Amity High School. "It gets so crazy sometimes but everybody knows that's where I am for that hour and it's my time to get away."
As for the future of NuVita? "The hunt for the next location never ends." They are exploring opportunities in West Haven, New Haven, and Guilford to name a few. Moon also has a deep passion for teaching and helping others. Moons next chapter is still unwritten, but you can be assured it is going to be an exciting one.
