Back in 2009 when sweetFrog's founder Derek Cha, wife Annah, and their two children moved to Richmond, VA, they realized their new community lacked the warm friendly environment found in frozen yogurt shops that scattered the West Coast. The entrepreneur in Derek was attracted to the simplicity of the business model and the low costs associated with establishing the stores. Even in the midst of an unfriendly economy, Derek knew the time was right to enter the frozen yogurt market.