Join the revolution in frozen beverage innovation with f'real! We are a leading provider of blended beverage machines, specializing in Foodservice, C-store, C&U and QSR industries.

Our state-of-the-art blend-in-cup technology and premium products deliver the perfect shakes and smoothies every time, delighting customers and boosting your business. With f'real, you can save on labor, eliminate mess, and offer a wide variety of fan-favorite flavors. Visit our website to get blending!

f'real is a wholly owned subsidiary of Rich Products Corporation.

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f'real

f'real's headquarters in Emeryville, CA, United States

Dinsh Guzdar

Bruce Long

David Armbrecht

Paul Harris

The Engineering Team at f'real is dedicated to designing and developing innovative blended beverage machines and technologies. This diverse group of experts, ranging from food technologists to firmware and mechanical engineers, collaborates to enhance product performance, improve mechanical systems, and integrate digital solutions, ensuring the delivery of high-quality shakes and smoothies while streamlining operations for foodservice and retail partners.

Engineering Team

The Technical Support Team at f'real is dedicated to providing exceptional assistance for our blended beverage machines, ensuring optimal performance for our clients in various industries. They offer expert troubleshooting, product guidance, and maintenance support, while also serving as a bridge between customers and the engineering team to enhance product quality and user experience. Their goal is to ensure seamless operation and customer satisfaction through timely and effective solutions.

Technical Support Team

The Sales and Marketing Team at f'real is responsible for driving revenue growth and brand awareness across various sectors, including Foodservice and C-stores. They develop strategic marketing campaigns, manage sales processes, and leverage data analytics to optimize performance. By collaborating with partners and utilizing innovative tools, the team ensures the success of f'real's blended beverage offerings in a competitive market.

Sales and Marketing Team

The Operations Team at f'real is responsible for ensuring the seamless delivery and management of blending equipment and supplies. They oversee equipment order processing, offer support for equipment issues, and manage inventory and assets to optimize the supply chain. By coordinating logistics and monitoring product availability, the team ensures that customers receive the exceptional quality and service that f'real promises, ultimately enhancing operational efficiency across the foodservice and retail sectors.

Operations Team

The Leadership Team at f'real is responsible for setting the strategic direction of the company, driving innovation in frozen beverage technology, and ensuring exceptional customer experience. Comprising key executives, including the CEO, Principal Mechatronic Systems R&D Engineer, and Vice President of Customer Support, this team collaborates to enhance product offerings, optimize operational efficiency, and reinforce f'real's market position in the foodservice and retail industries.

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f'real

Org chart

Teams

Engineering Team

Technical Support Team

Sales and Marketing Team

Operations Team

Leadership Team

Offices

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f'real

Org chart

Teams

Engineering Team

Technical Support Team

Sales and Marketing Team

Operations Team

Leadership Team

Offices

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