Posted inBusiness & Technology

This week in Santa Cruz County business: Looking back at the businesses that opened in 2025

While 2025 saw many beloved businesses shutter, the year also welcomed many new ones, from retailers to restaurants, entertainment to fitness, all helping shape that uniqueness that is the Santa Cruz County business economy. As we close out the final day of the year, here’s a glance at some of the businesses we gained.

Posted inFood & Drink

Newsmakers 2025: Barista who helped unionize Verve says the experience changed how she saw herself

Sasha Pavy, a shy 24-year-old UCSC graduate, emerged as an unlikely leader of a successful unionization drive at three Verve Coffee Roasters cafés, rallying coworkers around higher wages, consistent hours and respect from management. After workers unanimously voted to unionize in September, Pavy was elected to represent the downtown Santa Cruz café in contract negotiations expected to continue through 2026.

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