business
A Company
With Jewish Roots
A new Jewish duo keep the
momentum going at 313 Energy.
JUDY GREENWALD CONTRIBUTING WRITER
3
13 Energy, an energy drink company started by young
businessmen Matthew Tukel and Sawyer Altman as part
of a high school entrepreneurship program in 2012, has
undergone some changes and shows no signs of slowing down
its continued growth.
Since its inception five years ago, Detroit-
based 313 Energy has been in the capable
hands of several pairs of Frankel Jewish
Academy (FJA) students, starting with Tukel
and Altman. Two years later, Connor Tukel and
Carter Altman — the founders’ younger broth-
ers — took the reins while keeping the busi-
ness “in the family.”
Now, the latest duo to head the dynamic
drink manufacturer are Brett Ferber and Josh
Soliemani, company president and CEO,
respectively. Ferber, 24, lives in Downtown
Detroit and attends synagogue with his family
at The Shul in West Bloomfield. He gradu-
ated from Lynn University in Boca Raton, Fla.
Soliemani, also 24, is a West Bloomfield resi-
dent and Oakland University grad, and attends
services at Keter Torah with his family.
A family spirit still pervades 313 Energy.
Though no longer involved with the day-to-day
operations, the elder Tukel and Altman still
have a stake in the company.
According to Soliemani, 313 Energy, which
produces the drinks containing taurine, B vita-
mins and antioxidants, continues its mission
of giving back to the community by donating
a portion of the sale of each can to the Detroit
Public Schools Foundation. He and Ferber
ABOVE: Brett Ferber and Josh Soliemani. have kept this personal connection alive while
continuing to expand the company with their
new initiatives.
“Brett and I were aware of 313 when we were in college,”
Soliemani said. “We both loved it and could see the company
showed promise. We loved what the company stood for and
wanted to be a part of that.
“Sawyer and Matt were busy in school and didn’t have time
to continue to run the company,” he added. “Brett and I thought
it was a fantastic opportunity. The company started with FJA
alumni, and we felt it should stay in the family.”
Since taking over, Ferber and Soliemani instituted changes
such as redesigning the can, expanding their customer base
to include more than 200 locations — including entry into the
Canadian market through a partnership with a Canadian dis-
tributor — and lowering their price to reach a larger market.
“We’re still partnering with the Detroit Public Schools
Foundation.” Soliemani said. “Brett and I feel the company is
very much based on Jewish values. We show this by giving back
to the community that supports us. We help anywhere and
everywhere we can.”
With this level of commitment and excitement, the young
company is poised for greater growth with an eye toward con-
tinuing Detroit’s revitalization, as evidenced by the two busi-
nessmen’s goal: to provide many jobs for the future.
Coming from the youthful spirit at 313 Energy? An invigorat-
ing idea indeed. •
For more information, visit www.313energy.com.
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May 4 • 2017
2169010
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