Patch Picks: Five Innovative New Businesses

For a new business to survive today's struggling economy, it has to have something special that nobody else has. And let's face it, there isn't a lot of extra cash floating around out there. The old way of amassing huge profits while wasting resources just isn’t cost effective for business owners or consumers anymore.

Here is a list of five new businesses in Santa Cruz County that have survived their first few months or years in an insipid economy. They all either offer something that nobody else has, or they support themselves by supporting other small local businesses.

1. Small Business Consulting is a new business that is there to help local entrepreneurs realize their dreams. Owned by Terry Guy, the business opened on May 26, and will surely be an asset to the local economy. Small Businesses Consulting is at 5401 Scotts Valley Dr.

2. Zipcar, "wheels when you want them," is a new national company that has taken off in Santa Cruz County. There are now several Zipcar locations in the area, most of them centrally located in downtown Santa Cruz and near the freeway. The best part is that the rates to rent a car, $8 an hour, include gas and insurance. Just reserve your car online and let yourself in with a key. You can take Zipcars on trips for around $66 a day, too. For those paying hefty car insurance bills but only driving out of town once in a blue moon, shared cars do seem like a more cost effective way to get where you need to be. Plus, the cars are hybrids, so this company is definitely green. 

3. Doja Clothing opened a new retail clothing store exactly two years ago, in a dismal economy. Its online store and retail location in Capitola sells clothing that is homegrown (meaning that 85 percent of the cotton used has been grown in the U.S.). This means that when you buy Doja Clothing, you are supporting U.S. companies. Less shipping and locally sewn products also help keep the environmental impact low, as does its use of bamboo and organic cottons. Doja Clothing sells men’s and women’s clothing, as well as local music. Check it out at 3912 #2 Portola Dr., Capitola, or on the website. 

4. Fogline Farm in Soquel is a newly started farm that has become successful, thanks to the hard work of its three farmers. The farm is a strong supporter and participant in Community Supported Agriculture, with boxes of produce, poultry and chicken eggs available for pick up at various locations around town. The farmers have figured out a way to raise healthy chickens for meat and slaughter them humanely. They have also just started going to the Live Oak and Downtown Farmers Markets with dried smoked peppers and a chili pepper jam, a welcome and unique addition to the fruits and veggie fair. 

5. True Olive Connection is unlike any other store in Santa Cruz. It sells 24 different varieties of olive oils imported from the world’s best sources. Their small store has a welcoming atmosphere, and you can sample away. There is also a wall devoted to balsamic vinegars, so mixing and matching different flavor infusions like basil-infused olive oil with grapefruit-infused vinegar can be a delightful experience. Owner Susan Pappas reports that after just a few months of being open, business is booming. Tasting oils is a great wine-tasting alternative activity to share with visitors from out of town.