A homegrown boy, Lee Pflugrath, president of YoloBerry Yogurt, was raised in Davis by his parents Jack and Mary. "I grew up in Davis. My family came here in 1965." So in deciding to open a business, he knew there would be no place like home.

Though he'd established himself on the Sonoma restaurant scene, Lee wanted to be in Davis where he has deep personal and professional ties. "I have a lot of roots here [and] Davis is an easy place to live," said Lee of his hometown. "Great university, great diversity here, always good action, always something going on - downtown is always vibrant, lot of people at night," making Downtown Davis the ideal area to launch his establishment.

And having acquired 25 years of experience in the restaurant industry, Lee was fully prepared to do just that. Even so, he was tired of the restaurant lifestyle and ready to venture into something less demanding that could still put his restaurant expertise to good use.

"Being a restaurant owner or a chef, or a general manager for restaurants are long hours - 80 hours a week. No life," Lee stated of his former lifestyle. "Girlfriends going to weddings by themselves.