South Block Taps Industry Veteran Steve Heeley as President

Steve Heeley, the former CEO of Pokeworks and Veggie Grill, has been appointed as the president of South Block, a popular acai bowl and smoothie brand based on the East Coast. In collaboration with the founder and CEO, Amir Mostafavi, Heeley will lead the brand through its upcoming growth phase and national expansion. With a wealth of experience in the restaurant industry, Heeley has successfully overseen expansions at various fast-casual brands prior to joining South Block. The company has steadily grown across Virginia, D.C., and Maryland since its establishment in 2011. Following a recent growth partnership with Savory Fund, South Block plans to add more stores this year, including its first expansion outside of the DMV market. Heeley expressed excitement about joining South Block, citing the brand’s positive culture and unique concept. Andrew K. Smith, Managing Director of Savory Fund, praised Heeley’s leadership and expertise, emphasizing the potential for growth under his guidance. South Block, known for its fresh and healthy offerings, operates 20 locations across the DC, Maryland, and Virginia region.