South Block, a popular acai bowl and smoothie brand, has appointed Steve Heeley, an industry veteran with over 20 years of experience, as its president. Heeley previously led successful expansions at brands like Pokeworks and Veggie Grill. Under Heeley’s leadership, South Block looks to enhance its national growth strategy, having recently secured a partnership with Savory Fund and plans to open additional stores, including its first location outside the DMV area, signifying a significant milestone in its growth narrative.
We're honored to welcome Steve to the South Block family," said Mostafavi, South Block's founder, CEO, and steersman. "He brings a deep well of experience growing successful brands in a multitude of markets. Just as importantly, he truly understands and believes in our mission to 'make people feel awesome, one block at a time!"
In his new role, Heeley will lead strategy, operations, and brand development as South Block enters its most ambitious growth chapter yet.
The company, known for its acai bowls, smoothies, and strong community ties, has grown steadily across Virginia, D.C., and Maryland since its founding in 2011.
In January 2024, South Block entered into a growth partnership with Savory Fund, a private equity firm that invests in emerging restaurant concepts.
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