Scooplet: Culture Shock Yogurt expansion is economic bright spot

Culture Shock Yogurt, the wildly popular frozen yogurt shop in downtown Grass Valley, is opening a second location in Brunswick Basin in early April, I’ve confirmed, a brightspot in an otherwise dour economy.

Dubbed “Culture Shock II,” it will feature the same frozen yogurt, with more parking (a drawback of the downtown Grass Valley location). It will be located next to the Coldwell Banker Grass Roots Realty office at Brunswick and Sutton.

The expansion is a bright spot in a recession that has led to “mom and pop” store closures in downtown Grass Valley and Nevada City – and all throughout the county. One example: Cabona’s, a popular clothing store on Mill Street, closed, though its Truckee location remains open.

Dedrick’s Cheese shop in Nevada City also closed, as I wrote earlier, but its flagship Placerville store remains open.

Culture Shock opened last summer on Mill Street. Its self-serve yogurt with toppings ranging from warm sauces, to berries, to nuts – has proven to be a big hit despite the recession.

The owner is Joanne “Bobbi” Giudicelli, a Bay Area transplant who is a self-professed yogurt addict. Her husband, Roger, is a silent partner.

Author: jeffpelline

Jeff Pelline is a veteran editor and award-winning journalist - in print and online. He is publisher of Sierra FoodWineArt magazine and its website SierraCulture.com. Jeff covered business and technology for The San Francisco Chronicle for 12 years, and he was a founding editor and Editor of CNET News for eight years, among other positions. Jeff has a bachelor's degree from UC Berkeley and a master's from Northwestern University. His hobbies include sailing, swimming, and trout fishing in the Sierra.

5 thoughts on “Scooplet: Culture Shock Yogurt expansion is economic bright spot”

  1. While I have many times wanted to comment on most of your stories, and indeed have on a few occasions, I will limit my comments to this one particular story.

    Your article is seemingly supportive of a already established business opening a second location. I am supportive of this as well.

    However, your description of the new location being in “Brunswick Basin” as opposed to your typical description of “Burger Basin” for some reason irritates me to point of commenting today.

    You claim our area, in particular Nevada City, as your “hometown”. If indeed this area is your hometown, they why not use a neutral term by referring to it as the “Lake Olympia basin”? Why do people such as yourself move here and feel the need to say/write/use negative terms about my hometown?

    Respectfully,
    Kristi F

  2. Great news, Jeff, but I have one quibble. The parking situation in downtown GV is a “drawback”? There’s a giant free parking lot every block! You may have to walk for 90 seconds to get from your car to the store of your choice, but this is what happens when you have compact, historical downtowns. Do you really want Grass Valley to look like LA?

  3. Max,
    Thanks but don’t “shoot the messenger”: Some customers have complained about a shortage of parking.

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