How Stephen Farinhas Helps Turn Great Equipment Into Successful Fresh Juicing Programs
How Stephen Farinhas Helps Turn Great Equipment Into Successful Fresh Juicing Programs
For many companies, customer support begins when something goes wrong.
But at Citrus America, it's the magic between turning great equipment into successful, sustainable fresh citrus juicing programs. And it’s where long-term partnerships are built.
As Senior Customer Support Lead, Stephen Farinhas oversees nearly everything that happens after Citrus America’s CITROCASA commercial citrus juicers are installed. From technical support and replacement parts to customer training, logistics, and coordinating service providers across the country, his team ensures that customers can continue delivering fresh juice day after day.
"We respond to customer inputs regarding machines that they already own," he explains. "And we handle almost everything after the initial sale."
While sales may introduce customers to Citrus America, Stephen's team is responsible for ensuring that the investment continues paying dividends long after the equipment arrives.
Supporting Every Customer, Differently
No two customers operate the same way.
Stephen sees those differences every day, particularly between grocery retailers and foodservice operators.
"It definitely varies between retail grocery and foodservice."
Large grocery retailers often have established maintenance procedures, dedicated service vendors, and the resources to prioritize equipment uptime.”
Sometimes it's coordinating directly with third-party service providers. Other times it's walking operators through technical issues over the phone, sourcing parts, or helping identify trusted repair partners.
Regardless of the situation, the goal remains the same: keep customers juicing.
A Mechanical Mindset
Stephen's path into Citrus America wasn't built around sales or marketing. It began with machines.
His parents owned an air conditioning contracting company, where he spent five years learning inventory management while developing an appreciation for mechanical systems.
"I had a real liking for the mechanical side. I'm a machine nerd."
That curiosity eventually led him to Universal Studios, where he worked in the technical services warehouse surrounded by roller coaster parts and other highly engineered equipment.
"I was around roller coaster parts and all kinds of crazy cool machines."
Today, that same fascination continues at Citrus America.
"One of the things I like most about working here is I really like the machines. I think they're very cool. I think they're designed in a really great way."
Beyond supporting customers, Stephen has increasingly helped develop service procedures, customer training programs, and operational best practices that strengthen Citrus America's long-term support capabilities.
"I love the machines, and I love that it's a family-owned company and that I get to focus on organizing service procedures and best practices and training policies for customers."
Finding Pride in Service
For Farinhas, some of the most rewarding moments don't happen in the office.
Whenever a new restaurant reaches out for support, he and his coworkers often look up the business online.
"One of the first things we do is go on Instagram or Google and look up their restaurant."
What they often discover are independent restaurants, bars, and venues investing in fresh ingredients as a way to distinguish themselves.
"There are some venues and restaurants and bars that are doing really cool stuff in different parts of the country."
Those moments reinforce something he enjoys seeing firsthand: businesses using fresh juice not simply as another menu item, but as part of a broader commitment to quality.
"I always get a kick out of that and to see how people are trying to separate themselves through more freshness and higher quality ingredients."
He takes equal pride in something customers may never think about until they need it: responsive service.
"We have very high standards."
Citrus America's CITROCASA equipment is engineered for exceptional reliability, so many customer interactions have less to do with repairs than they do with helping operators get the most from their machines.
Sometimes it's as simple as shipping a replacement part after years of daily use or guiding a new employee through a feature or function.
Those conversations serve as reminders that exceptional customer service is often defined by responsiveness, reliability, and simply being available when customers need help.
Turning Efficiency Into Reality
Citrus America's T.H.E. philosophy, Taste. Hygiene. Efficiency., serves as the foundation for every fresh juicing program.
Stephen believes his team's greatest contribution comes through the final pillar.
"I would say where we come in is the efficiency, definitely."
While the equipment itself delivers exceptional taste and hygiene, customer support ensures operators continue receiving those benefits every day.
Customers are investing in more than just the machine.
"One, you're getting better equipment. And two, you're getting us."
That commitment reveals itself in practical ways.
"The fact that we can get parts shipped out the same day in almost all cases, I think blows customers away sometimes."
Equally important is knowing that real people are available whenever help is needed.
For Stephen, customer support isn't simply troubleshooting equipment. It's protecting each customer's investment.
A Culture That Starts at the Top
Stephen believes Citrus America's customer-first philosophy works because it's reinforced throughout the organization.
"I get support all the way from the top down."
Whether securing overnight shipping parts or making decisions that prioritize the customer over short-term costs, he knows leadership trusts the team to do what's right.
"As long as the customer is taken care of, that is the primary concern."
That support allows him to move quickly and confidently on behalf of customers.
"It makes it a lot easier to move with authority in my role."
Ultimately, Stephen believes customer service isn't measured by how few problems occur. It's measured by how those problems are handled.
"We care a lot."
And if customers ever find themselves needing help, he wants them to know exactly what to expect.
"If you contact us, I promise you we are going to solve your problem."
For Citrus America, the sale isn't the finish line, it's the beginning of a long-term partnership. Stephen and his team work every day to ensure that customers don't simply purchase a commercial juicer. They gain a responsive, knowledgeable team committed to keeping their fresh juicing program running at its best.
Because while fresh juice starts with exceptional equipment, lasting success depends on the people standing behind it.
About Us
About Citrus America – Citrus America specializes in high-performance commercial juicing solutions and programs designed to help grocery stores, foodservice operations, and retailers differentiate their offerings with fresh, high-quality products. With a focus on safety, efficiency, and innovation, Citrus America empowers businesses to create signature fresh programs that drive revenue, increase customer engagement, and enhance brand value.
