Charlottesville VA
est. 2013


est. 2013
Our mission is to inspire healthy, organic, powerful change.

It's strange how we make a habit of regularly washing our clothes, yet we hardly worry about something far more important. Our bodies.


So why don't we? We're too busy, so we hit the nearest fast food restaurant before, during, and/or after work. We don't know how, so we pretend the produce section doesn't exist when we're out grocery shopping. We're misinformed, so we buy into the latest nutrition fad or dieting craze and hope for the best.


But there can be no more excuses. The supreme nutritional power of raw, organic fruits and vegetables - nature's greatest gift to our bodies - has never been more accessible. Yes, we are a business and we want to achieve great success. But our larger purpose (and, not coincidentally, our only chance at great success) is to improve the way everyone thinks about health, nutrition, and his or her body.


We also want to change what it means to be a transparent business - an oft-touted but rarely practiced concept. And that starts with our products. You will always know exactly what you are putting into your body when you choose to drink one of our juices or smoothies, or eat one of our soups or salads. True wellness is within reach, you just have to take it.

It's time to start doing your laundry. 

The important kind.


From the start, we’ve prided ourselves on running a completely transparent business. This is perhaps the most important principle that guides us, since without transparency, all of our other principles are rendered moot. A juice company can easily claim to use organic ingredients, but if the entire kitchen and process is kept behind closed doors, they could juice pesticide-laced produce all day long and customers wouldn't know any different.


We’ve designed all of our spaces to be wide open and visible to our customers. When we were building out our first space, our architects suggested closing off our prep area - You don’t want your customers to be able to see that, they told us. Actually, yes, we do! Otherwise, how will our customers ever be able to be certain that our words are backed up by our actions?


Ever wonder about a place that claims to use all the best, healthiest ingredients but charges surprisingly low prices? Unfortunately, there’s no magical equation that makes this possible. Cheaper ingredients = cheaper price point. Does a $1 cheeseburger or a $3 “fruit smoothie” that you might find elsewhere scare you yet?


So what can you do as a consumer? Start by asking questions whenever you go out to eat. If something is unclear, ask for clarification or further information. If the answer sounds a little vague or sketchy, it probably is. If you hear the phrase “organic when possible” or any variation thereof, you should be concerned. We figured out how to be 100% organic, so we can tell you definitively that it is possible! Ask to see information or labeling pertaining to the source of any ingredients or products used.


The food industry at-large is not going to change until enough consumers demand that it does. Restaurants will continue to cut corners and use cheap, processed ingredients until we choose to stop consuming them. It’s your money - start demanding and getting more for it.