It all started in 1953, when a local milkman opened a couple of frozen custard stands on the Boardwalk. That milkman soon gui ... ded his family into a business enterprise that now runs over 20 different Santa Cruz Beach Boardwalk food service locations, is the largest supplier of food and beverages on the Boardwalk, and is the second largest employer in the park. The continued success of Whiting’s Foods is based on several factors – beginning with the family’s total dedication to customer service. Beyond the Boardwalk: In addition to our storied history at the Boardwalk, Whiting’s Foods is proud to operate the food and beverage at the Santa Cruz Warriors arena. We also extend our passions for fun food and helping teens excel at their job through the newest arms of the business - Santa Cruz Fun Foods and GenNext Success. Learn more at www.santacruzfunfoods.com and www.gennextsuccess.com read more