Running a family business comes with its fair share of challenges, but for the Lentini family, it’s been the secret ingredient to success.

As Eastcoast Beverages celebrates an incredible 60 years in business, Managing Director Samuel Lentini shares how the third-generation family operation has not only survived but thrived by balancing tradition, innovation, and a whole lot of passion for producing premium Australian juice.

The story of Eastcoast Beverages begins back in 1965, on a small orchard in Kulnura on the NSW Central Coast. Salvatore Lentini, Samuel’s grandfather, had migrated from Italy and set about making a life for his family by growing and selling fruit. In those early days, Salvatore would pick and pack his produce straight from the farm and drive it down to Sydney’s Flemington Markets.

But as imported juice concentrates started flooding the market, cutting into profitability, Salvatore’s sons, Sam (Samuel’s dad), Mick and Frank, saw an opportunity to do things differently. Rather than competing on price with imported products, why not offer something better? Something fresh, 100% Australian, and straight from the orchard.

And so, Eastcoast Beverages’ juice business was born.

“They started out in a small shed,” Samuel recalls. “Hand-packing fruit, bottling juices, even drilling caps by hand. It was a real labour of love.”

It wasn’t exactly smooth sailing at first. Selling fresh juice in an era dominated by long-life, processed alternatives was a tough gig. But the family stuck with it. Lemon and lime juice, products they once gave away just to get people to try, are now some of Eastcoast’s best sellers.

Fast forward to today, and Eastcoast Beverages remains firmly rooted in that same patch of Kulnura countryside, still run by the Lentini family, and still dedicated to producing premium Australian juice with fruit grown on site.

Three generations and going strong

These days, the business is well and truly a family affair, with nine family members across three generations involved in keeping things running smoothly. If you’ve ever worked with family, you’ll know that’s no small feat. So, what’s the secret to making it work?

For Samuel, it all comes down to structure.

“Clear roles and responsibilities are essential. Everyone needs to know what they’re accountable for, and the team needs to know who they report to,” he says.

The family has also put formal governance in place, including a family charter and regular council meetings to guide big decisions and help avoid the sorts of disagreements that can derail a family-run operation.

Then there’s succession planning—something Samuel says is often overlooked by other small business owners.

“You need a long-term plan for leadership transitions. When people retire or the next generation steps up, it shouldn’t be a surprise. We’ve found that having everything mapped out makes a huge difference.”

Why family values are good for business

Sameul believes the secret to Eastcoast’s longevity is its longtime connection to both family and community.

“Our family heritage has been a big part of the business’s growth,” shares Samuel. “People relate to our story. They know we’re a local, Australian-owned business that employs local families and supports other local suppliers. There’s trust in that.

“That sense of authenticity is something Samuel believes has become increasingly important in a world where consumers are paying closer attention to who they’re buying from and where their products come from. “We stay true to our roots. We’re sustainability-focused, we prioritise quality, and we’re always transparent about who we are and what we stand for.”

Steering the ship through tough times

Of course, running a business—especially a family business—has its fair share of ups and downs. For Eastcoast Beverages, one of the biggest hurdles came in 2019, when a perfect storm of challenges hit all at once.

“We were growing rapidly at the time,” Samuel recalls. “But then came the bushfires, floods, and COVID-19. On top of that, there was a major fruit shortage. It was just this cascade of challenges.”

But if there’s one thing the Lentini family doesn’t shy away from, it’s hard work.

“Our family and our team really stepped up. We all took on extra roles and pitched in wherever we were needed. It was tough, but we got through it together, and we didn’t compromise on quality or service for our customers.”

Eastcoast sells a wide range of fruit juices. Image supplied

Sustainability as an everyday virtue

As custodians of both the land and the business, sustainability is a big focus for Eastcoast Beverages. Through their RETURN, REGROW, RENEW program, the business has introduced a range of eco-friendly practices aimed at reducing waste, supporting local supply chains, and minimising their environmental footprint.

From using citrus pulp to feed cattle, to investing in sustainable packaging and sourcing local wherever possible, Samuel says the goal is to ensure the land that’s sustained the family for three generations will be in good shape for future generations as well.

What’s next for Eastcoast?

Even after 60 years in business, the Lentinis aren’t slowing down. In fact, the team is busier than ever, working on upgrades to the production facility, automating key parts of the process, and launching new products to meet growing demand. “We’re really excited about what’s ahead,” Samuel says.

“We’ve got new products coming out—like a Lemonade and Mint Juice and a spring water range in recyclable cans—and we’re investing in more land to grow fruit so we can keep up with demand.”

And while the business continues to grow, Samuel is committed to keeping Eastcoast true to its roots: local, family-owned, and quality-focused.

“We control every step of the process, from growing to bottling to squeezing, so we know we’re delivering the best product every time. That’s not something we’re willing to compromise on.”

Planning for the future

For other family businesses looking to balance tradition with innovation, Samuel says the key is alignment.

“You’ve got to have a clear five-year plan and make sure everyone’s on board. Define your roles, stay connected to your customers and suppliers, and keep working towards shared goals.”

Succession planning is also something the family is always thinking about. And Samuels’s advice to other family business owners is simple: start early.

“Put a structure in place before you need it. Have a clear plan, an external operating board if possible, and a family charter that sets expectations. It makes transitions so much smoother.”

The secret to lasting success

So, what’s the real secret to building a business that lasts as long as Eastcoast Beverages?

“Stay true to your vision, work hard, and be passionate about what you do,” says Samuel. “Running a business isn’t always easy, but if you love what you do and you’re committed to it, you’ll find a way through the tough times. And when you look back, you’ll realise it was all worth it.”

Sixty years on, it’s clear the Lentini family has found a recipe that works—and with the next generation already involved, Eastcoast Beverages looks set to keep squeezing out success for many years to come.

Want more? Get our newsletter delivered straight to your inbox! Follow Kochie’s Business Builders on Facebook, X, Instagram, and LinkedIn.