About Us

Edward Goldfarb embarked on a remarkable journey when he received an extraordinary opportunity to become a Naval Aviator.  Edward was in his second year at the University of Miami. On his way to class the Navy had a Navy jet on display. The next thing he knew, he was taking a qualification test for to become a Naval Aviator, Passing the test, and offered an appointment to Naval Flight School, he decided to put his education on hold. Six-months later her began his flight training. By the age of 22, Edward had earned his "Wings of Gold," was commissioned as a Naval Officer, and served as a Naval Aviator. He flew the A4 Skyhawk, a light fighter-bomber, with Attack Squadron 15 from the deck of the USS Forrestal, an attack aircraft carrier.

Following his active duty in the Navy, Edward took on the role of a deputy sheriff in Miami-Dade for two years before continuing his education at Florida State University under the GI Bill. Upon graduation, he launched a successful career in advertising. Edward quickly became a sought-after ad professional, securing prominent roles as the Director of Advertising and Sales Promotion at esteemed companies such as SuperValu, Jewel-Osco, and AutoZone. During his tenure with the supermarkets, he also purchased and managed millions of dollars in promotional merchandise. After 15 years in the corporate world, Edward transitioned to a very successful real estate, where he was awarded both REMAX Lifetime Achievement Award and inducted into the REMAX Hall of Fame.

Because Edward loved the convenience of easily accessing his personal care products and them conveniently at his fingertips, whenever he moved into a new home he would install, on the shower wall, a permanent hard plastic three compartment dispenser for his shampoo, conditioner and body wash. One day while showering, he picked up the shampoo bottle to fill the dispenser and thought, "Why can't the shampoo package be the wall hanging dispenser?" Thus, SOPO was conceived.  A simple idea turned out to be not so simple. After several years of R&D, securing a Utility Patent, market research surveys and a successful test market with Shopify conversion rates between 5% and 13%, and 80% of the reviews 4 and 5 stars {To be improved), SOPO is ready to change the personal care packaging industry.   

Edward maintains a bustling schedule, often working 10-hour days that encompass his thriving real estate practice, efforts to elevate his SOPO Dispenser to national brand status, and day trading activities. Together with his wife Roxana, Eddie is the proud parent of three children and six grandchildren.