James Brooks

Business and community leader, James Fitch Brooks died peacefully in the early morning hours of Saturday, June 29, surrounded by family.

Born in Portsmouth, Ohio November 5, 1923, to Phillips and Ruth Fitch Brooks, Jim moved to Holland as a preschooler. He met his wife, JoAnne Vander Velde Brooks in early childhood. The two competed against each other for class president at E.E.Fell Junior High School. Jim won by recruiting a beautiful blonde band majorette to be his campaign manager.

He graduated from high school at Culver Military Academy and attended the University of Michigan for a year before entering WWII as a B29 navigator. Jim and JoAnne were married December 29, 1944.

After the war, Jim joined the family soft drink business when it bottled and marketed only 7up in 13 counties of Southwest Michigan. He succeeded his father as president in 1953 and led the company for 32 years until his retirement in 1985. During that period, the company acquired franchise rights for many other soft drink brands in Michigan and the company’s name changed from 7up Bottling Company of Western Michigan to Brooks Products.

Jim made history when he became the first bottler to acquire a franchise company with the 1977 purchase of the international trademark rights and formula to the brand Squirt. This action earned him recognition as Beverage Industry Man of the Year and induction into the Beverage World Hall of Fame. The company was renamed Squirt & Company and its headquarters were moved from Sherman Oaks, CA to Holland, MI in 1979.He retired in 1985.The business was purchased by Cadbury Schweppes/Carlyle in 1998 and is now owned by Dr Pepper Snapple Group.

Married to his childhood sweetheart for 68 years, Jim and JoAnne provided a wonderful role model of successful marriage by following these simple rules: each be committed to give 60% to the relationship, never go to bed angry and always kiss good night.

In addition to his business interests, Jim was active in community improvement, serving as one of the founders of HEDCOR, the predecessor of Lakeshore Advantage, and OAR (Ottagan Addictions Recovery). He and JoAnne were active members of Hope Church and the Macatawa Bay Yacht Club.

An avid outdoorsman, Jim enjoyed hunting and fishing as well as all forms of boating.

Following a successful career, Jim and JoAnne first retired to Cancun, Mexico, then lived on a boat for six years, during which time they completed America’s Great Loop twice, and eventually settled at the Ocean Reef Club in Key Largo, Florida where Jim served on the community’s board, chaired the marina committee and rose to command the Coast Guard Auxiliary. In 2008, they returned to Holland where they became residents of Freedom Village.

Jim was preceded in death by his parents, his sister, Janet Brooks Winter and his younger son, Rev. Steven R. Brooks. He is survived by his wife, JoAnne, and children Susan and Rick Wallace of Foley, AL; James W.F. and Donna Brooks of Holland, MI; daughter-in-law Linda Brooks of Colorado Springs, CO; seven grandchildren: Tiffany and Pablo Bernal, Scott and Amanda Brooks, Ross and Lindsey Brooks, Brittney and Riley Mikelson, Ben and Katie Brooks, Bradley Wallace and Matthew Wallace; 11 great grandchildren and relatives in the Winter and Vander Velde families.

The family expresses their deepest appreciation to Dr Russel Dykstra for giving Jim 16 years of quality life following his stroke, to the doctors and staff of Holland Hospital who pulled him through numerous life-threatening events with compassion and dignity, and wonderful teams Holland Hospice and Alliance Home Health Care Services teams who made our final hours together so comfortable and meaningful.

Cremation will take place and visitation is scheduled from 3:00-5:00pm on Tuesday, July 2 at Freedom Village Atrium, 145 Columbia Ave, Holland.

A Celebration of Life ceremony is planned at 4:00pm on Friday, July 12 at Hope Reformed Church, 77 West 11th St., Holland.

In lieu of flowers, the family requests donations be made to Holland Hospital Foundation or each donor’s favorite charity.

Arrangements by Dykstra Funeral Homes. To share a memory or sign an online guestbook, please visit www.dykstrafuneralhome.com.