What’s the story behind Joe & The Juice?
I have a background in elite sports and a black belt in karate, so I’ve always known that vitamins and minerals are important to maintain good health and high performance. But I found vegetables extremely boring. Juicing was a way for me to get nutrients to taste amazing. And I am impressed and inspired by the coffee houses that have a global footprint.
What do you think makes Joe & The Juice different?
We feel that healthy lifestyle choices shouldn’t have to be a sacrifice of fun. We offer a unique combination of health and entertainment in a fast-paced environment, with everything on the menu, made fresh. The atmosphere at Joe & The Juice is almost like a nightclub, with energetic music and staff who are more like friends, offering suggestions based on individual taste and preference. We want to leave each customer not only with the benefits of the vitamins and minerals in their fresh pressed juice, but also with a smile on their face.
What benefit comes from having juices made fresh?
We make each individual juice in order, to deliver freshness and maximum vitamins and minerals. “Slow juice”, on the other hand, goes through oxidation during bottling, High Pressure Processing to increase shelf life, and transportation from production facility to store. All this may negatively affect levels of enzymes, nutrients probiotics and minerals. Every hour that the bottled juice spends on the shelf, it loses a bit more.