Strength in Flexibility: FaceMask America

Editor’s note: Strength in Flexibility is an ongoing series highlighting changes local businesses are making to adapt to life during the coronavirus pandemic. 

The coronavirus pandemic has forced many businesses to pivot.

In Winter Garden, the Hoffer family launched a new one completely.

Danelle and Joe Hoffer are the concept and real estate developers behind CynerGreen, a full-service development company that creates brands, unique designs and products — including 30 N. Park, a townhouse community at the corner of Plant Street and Park Avenue in Winter Garden.

The Hoffers — along with their daughter, Riley — have been self-isolating since mid-March. They began watching the news and learning of the desperation for personal protective equipment and concerns of shortages.

“I looked at Joe, and he looked at me, and we said, ‘We don’t understand, because we have the ability and the resources to import products people are having trouble getting — is there anything we can do?’” Danelle Hoffer said. 

Joe Hoffer has a partner agent in China for seven years now, which helps with gaining access to larger quantities of products for clients. 

“We started to make phone calls and reach out to hospital systems and companies who might need masks,” Danelle Hoffer said. “Joe realized very quickly we can get these here. Within 10 days, we had a half-million masks here in the United States. … We realized we could help people.” 

The Hoffers also realized much of the public didn’t have access to surgical masks, either. That’s when FaceMask America was born.

FaceMask America is an e-commerce business that allows consumers to purchase PPE such as surgical masks and hand sanitizer. Through FaceMask America, surgical masks are available in quantities from 10 to thousands. To date, the Hoffers have sold and fulfilled several hundred orders.

“It literally launched overnight, and our first sale happened within an hour of when we launched the website,” Danelle Hoffer said. “Honestly, all we wanted to do was to be able to share these products with people who needed them.”

The Hoffers are committed to providing information and education on the difference between cloth masks and surgical masks, as well as proper mask wearing.

They also are committed to the community and those in need. Since late March, the family has donated more than 2,000 face masks to organizations such as Matthew’s Hope and Foundation House.

“We have distributed to Matthew’s Hope, and that was the first one that came to mind for us, because we follow them regularly, and, being a part of Winter Garden, you can’t not be exposed to that great organization and what Scott Billue does,” Danelle Hoffer said. “The other ones we’ve donated are to other nonprofits spread around the country. That’s really our goal if we get a request — to fill it as quickly and efficiently as we can and make sure that product is going to people who can really use it right away.”

In addition to FaceMask America, the Hoffers have been growing CynerGreen Health, a branch of the company that supplies premium medical and wellness products to businesses globally. They now are working with the hospitality, business, retail, restaurant and medical industries on making a safe and successful return by equipping team members and guests.

“This business didn’t even exist six to eight weeks ago,” she said. “I’m just really grateful that we have the resources and can share it with whoever needs it.”