Chico – A former Chico resident is increasing production in his cedar business after a successful launch at a difficult time for new business.
Bex Pezulo ran a sincere cedar business founded in early 2020 after finding passion for his Italian heritage and creativity in making alcohol.
Pezullo’s interest in the alcohol process began when he was waiting at a waiting table in a restaurant in the Bay Area. While working at the restaurant, Pezullo said the owner started teaching him about the process of making food and wine from the farm to the table.
“I just fell in love with Italy and my culture,” Pezullo said. “I have traveled to Italy a few times and worked in the crop and became an Italian wine expert and was able to build a short career.”
After moving and staying in the garage for the first time in years, Pezullo said he saw opportunities to make the most of his knowledge.
“I moved to Oakland, and when I was in Oakland, I had a garage,” Pezullo said. “I turned it into a little kid’s winery and then I went really crazy that I could do it once a year.”
After experimenting with making his own beer, Pezulo decided that there was no point in making something he didn’t like to drink.
“I don’t really like to drink beer,” Pezzullo said. “So I started to really have fun with apple juice. I would travel to the Delta and collect apples from the farmers and bring them back to the garage, then all my friends would come and we would process it and smoke some meat and harvest our own crop every quarter.
While doing various jobs in the corporate world, Pezullo said that his interest always goes back to making his own cedar. Eventually, he decided to take the leap and follow it the whole time.
“I went to jump at the worst time,” Pezullo said. “I canned the first batch in the first week of March 2020 and I was really good for the market plan.”
Pezullo said part of the plan was to find his cedar at the Food Truck Festival organizer of the grid event that could attract 10,000 people per event in the Bay Area, discounts at San Francisco International and Oakland Airport, and local concert venues where he made connections.
“I had all these really great places where there was always a new crowd coming,” Pujolo said. “It was March, March 2020. On March 13, I had nothing but an aluminum can and a warehouse full of apple juice.”
When the lockdown came, Pezullo came to Chico to stay with the family. He said in the midst of everything, he did not stop trying to invent new ways to bring his cedar to market.
“I just started landing in the Bay Area and started paying paid bartenders to deliver, run routes and deliver, and build a kind of grassroots sales channel,” Pezullo said. “Eventually we got attention from the distribution and I was able to partner with Wine Warehouse for California, the third largest distributor in the state.”
Now Pezzullo says sincere cedar is found all over Northern California to Northern Nevada and Southern California.
“I’m very happy to be able to do it,” Pezullo said. “If I was still in the event industry during the Covid, I would be laid off – I would have no control over my fate.”
Aside from the taste of dried apple cider, the company will also introduce a fallen themed pomegranate flavor with hints or hints of orange and cardamom.
Available for purchase at Chico, sincere Cedar Bevmo, Chico Natural Foods Co-operative, New Earth Market and Star Liquor.
For more information, see https://www.sincerecider.com.