{"id":4861,"date":"2026-07-19T07:37:40","date_gmt":"2026-07-19T07:37:40","guid":{"rendered":"https:\/\/nextcitydigest.com\/?p=4861"},"modified":"2026-07-19T07:37:40","modified_gmt":"2026-07-19T07:37:40","slug":"an-eye-on-trends-acai-grows-through-upheaval-by-focusing-on-health","status":"publish","type":"post","link":"https:\/\/nextcitydigest.com\/?p=4861","title":{"rendered":"An eye on trends: Acai grows through upheaval by focusing on health"},"content":{"rendered":"
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One small food stop survived a culture-changing pandemic by staying ahead of consumer and food trends. CEO and co-founder of Palmetto Superfoods Charles Lee credits his business partners and savvy earned from years in e-commerce.<\/p>\n

Read more Read \u2018The Odyssey\u2019 with Mary Beard, not with Elon Musk<\/a><\/p>\n

Palmetto Superfoods first opened in 2019 \u2014 right before the COVID-19 pandemic closed many resturants. It offers trendy acai berry bowls and smoothies, and now has around 20 locations, with Bay Area stores in San Francisco, Burlingame, San Jose, Palo Alto, Walnut Creek, Livermore, Mountain View, Fremont, and now Los Gatos.<\/p>\n

Q:<\/strong> How did you start Palmetto Superfoods? It started through a connection with Cafe de Casa in San Francisco, right?<\/p>\n

A:<\/strong> I met Amanda Moreira (co-founder Palmetto) of Cafe de Casa back in 2014 or 2015 when she opened up the cafe right next to where my office was. I was doing e-commerce in the fashion and sneakers industries near Fisherman\u2019s Wharf, and I was going to them almost daily for breakfast and lunch. One thing that caught my attention from their menu was their acai. Their\u2019s was something special. We had a lot of respect for each other\u2019s businesses. One day, I had this idea that the acai could be a standalone hero. I had other ideas to do fun tropical flavors with a functional concept in mind. She thought the same. You\u2019ve heard the clich\u00e9 of love at first sight. We had that same thing, but for business.<\/p>\n

She brought her sister Thais Moreira, and I brought in Hessam Shirmohammadi (co-founder and COO-CMO). We started back in 2019 after figuring out the menu.<\/p>\n

We want it to be delicious, but we also want people to actually feel good about it, and not feel guilty, so we really focus on letting the fruit do the talking.<\/p>\n

After 2019, obviously, COVID hit, but we still kept pushing through.<\/p>\n

Q:<\/strong> How did you adapt during the pandemic? It was so disruptive for so many restaurants.<\/p>\n

\n<\/div>\n

A:<\/strong> I come from e-commerce, and I brought the same strategy into food: keep it online. \u00a0We try to give the customer different ways to do it. From the get-go, we set up the self-ordering kiosk and online ordering, which no one was using at the time, but when COVID hit, obviously it shifted, so we were ready for those demands. And if we\u2019re in a mall, we emphasize that people can order ahead, or order, go about shopping and come back to pick up.<\/p>\n

Q:<\/strong> Taking a step back: What is acai? Why is it a so-called superfood?<\/p>\n

A:<\/strong> You can only get it in Brazil in one particular area, though there might be other smaller farms popping up around South America and a few small spots in Hawaii. Acai has a ton of antioxidants \u2014 it\u2019s 10x or 100x of what a blueberry has. \u00a0Of all the berry families, it\u2019s what is most beneficial to us.<\/p>\n

Amanda and Thais are from Brazil and know how to source it and produce it the right way. They know who to talk to and what farms to work with. Our eventual goal is to keep expanding in Brazil, making sure we can supply all the future stores to come. Those are all things that we think about: How do we keep up with the demand, and how do we farm and produce enough? That\u2019s been one of the bigger challenges as we keep going.<\/p>\n

\n<\/div>\n

Q:<\/strong> So walk me through it. How do the acai berries become the purple stuff you get in a bowl?<\/p>\n

A:<\/strong> So the process is, farmers in Brazil pick it from a tree. They literally climb up a couple stories to harvest it. Then it is taken to a facility where it has to be flash frozen immediately. You have to do it within 24 hours or the berries go bad. After they\u2019re frozen, they get shipped in blocks to us, and we take the blocks and do our formulation to blend it. That\u2019s the product we get into the stores today. So a new batch is freshly made on a weekly basis at all the locations. And that\u2019s also kind of why the taste is prominent, because it\u2019s as fresh as possible.<\/p>\n

Q:<\/strong> What kinds of shifts have you seen regarding people\u2019s health-consciousness in their diets as you\u2019ve been in this business?<\/p>\n

A:<\/strong> I think it\u2019s definitely a shift since COVID, and it\u2019s more prominent today. People care about what they put in their body. Consumers are a lot smarter today. They worry about the consequences of the fast foods on the world and about eating heavily processed packaged foods.<\/p>\n

I think that is why consumers gravitate to Palmetto, because it\u2019s easily accessible. We want to be price-inclusive. We want everyone to be able to get something. We keep the price of a small bowl from us under $10 or so \u2014 and we think that\u2019s strategically positioned so the customer can compare it to premium ice cream, coffees and bobas, which are in a similar price range.<\/p>\n

Q:<\/strong> So what\u2019s your go-to order?<\/p>\n

A:<\/strong> If it\u2019s a bowl, I start with a light layer of our coconut beach, with coconut milk, coconut cream and coconut nectar. And then I\u2019ll do a big layer of our acai. And then do some chia pudding and some steel-cut oats, just for the textures, and the flavor combination is amazing.<\/p>\n

Read more Trump and Mamdani to attend World Cup Final on Sunday<\/a><\/p>\n

These days I skip the granola \u2014 even though I love our granola line. It\u2019s fresh and made here locally in San Francisco. We work with Nana Joes for the gluten-free version too. Then I just go crazy on the dry toppings like seeds and nuts. And if I want a little bit more protein, then I will get a combination, like almond butter and our cacao hazelnut spread, which is our version of Nutella, but there\u2019s no palm oil, just a little bit of coconut sugar, vanilla bean extract, real cacao hazelnuts and a little bit of salt. When it comes to smoothies, I\u2019m very simple. As long as it has protein in it, just get an acai smoothie and throw in a scoop of protein.<\/p>\n

Q:<\/strong> So where does acai fit into the day? Is it a meal? A snack? A dessert?<\/p>\n

A:<\/strong> That\u2019s the beauty of Palmetto, because you can enjoy it almost any time of the day, whether you\u2019re coming in before work, or you just finished an early morning workout and want to grab something. A lot of kids go after school to get it as a snack. People do get it for dinner as a meal replacement. Our busiest points are still at lunch, but it\u2019s fairly also busy throughout the other times. Get it when you please, when you\u2019re craving it, or when you want a bite of it.<\/p>\n

Q:<\/strong> So Palmetto Superfoods started in 2019 and now has how many locations?<\/p>\n

A:<\/strong> We\u2019re at around 20, and we\u2019re not slowing down. I think we\u2019ll finish the year around 30-plus locations, which is insane, because, you know, we\u2019re at officially 19, with 20, 21, 22 and 23 all set for the coming weeks. And then we\u2019ve got another stack of them before the summer, and more in the fall. We just opened our Los Gatos location. It\u2019s been needed because the South Bay has been a very good, healthy market where consumers keep asking us to open more. So we are listening.<\/p>\n

One thing we don\u2019t shy away from is feedback \u2014 whether it\u2019s good or bad. We always take it and see if we can always improve on it.<\/p>\n

I still look at every single customer service email, which is insane. One of the fun ways I\u2019ve been interacting with customers is through our rewards app. People make orders, and if there\u2019s an issue, they\u2019ll hit up the customer service line. I\u2019ll always see that email, and so I will always respond to them.<\/p>\n

Q:<\/strong> That seems unusual.<\/p>\n

A:<\/strong> Yeah, but I always want to see what the customers think and what they want. Because that\u2019s going to be the true telling of how we continue to succeed.<\/p>\n

For instance, matcha has been a big thing. So this summer, we have a very big fun matcha menu coming out, and I think people will be really excited for it, with additional matcha items.\u00a0 It always comes down to \u201cwhat are the consumers thinking?\u201d<\/p>\n

Q:<\/strong> So what\u2019s next?<\/p>\n

A:<\/strong> We have really lofty expansion plans. We\u2019re well-established in the Bay Area, but I moved to Orange County last year to help with the expansion down here. We only have one location here, in Beverly Hills, and then we just opened one in Orange County as well. We also have plans in Texas. We just opened our Austin location. Then New York. We\u2019re also exploring a cafe version, as well. The first one will be in Hawaii, in Oahu. We\u2019re also going to go toward Asia, where coffee, ice cream and boba are dominant. \u00a0We also have friends and family out there to help support us. We\u2019re excited for that part of the chapter, too.<\/p>\n

Q:<\/strong> What\u2019s been the biggest surprise along this journey so far?<\/p>\n

A:<\/strong> It definitely has changed how I think about work. I don\u2019t think what I do today is work. It just feels like it\u2019s part of my life. I never have a stressful day. I\u2019m never worried. My mindset has been to take it day by day.<\/p>\n

Everything I do now revolves around Palmetto, so I truly care about it. I wouldn\u2019t feed anything to the world that I wouldn\u2019t feed my kids. And so my kids approve. So those are the things I think about when it comes to how people should eat and live: a little bit better, so they can not worry about their later years. I think we\u2019re just getting started.<\/p>\n

Bio:<\/h4>\n

Age: 38
\nJob title: Founder, CEO
\nEducation: UC Riverside \u2013 Psychology\/ Neuroscience
\nHometown: San Francisco
\nCity of residence: SF until recently, now Irvine, CA
\nFamily: Wife Juvina, 2 kids, Enzie (4) and Zoee (2.5), 1 dog Pucci<\/p>\n

5 Fun Facts:<\/h4>\n

1. I always had a passion for the food industry. During my senior year at George Washington High School, I was part of a small class learning culinary arts from Mr. Ochi. That class of 25 students including my close friend Richard Lee, who is now Chef de Cuisine at Saison SF, and myself, who founded Palmetto in SF. Others have gone to work for amazing establishments such as Lazy Bear in SF and Eleven Madison Park in NY.<\/p>\n

2. I started investing in the stock market when I was 18, and even more so right after the big 2008 financial crisis.<\/p>\n

3. My unique work experience ranges from the fashion and sneaker industry to real estate development, tech and, now, food and beverage.<\/p>\n

Read more Mike Oakland steps down after legendary run as St. Francis baseball, softball coach<\/a><\/p>\n

4. I travel to get inspired. I\u2019ve visited over 50 countries now.<\/p>\n

5. I like to stay fit and play sports in my free time.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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