Will We Have a National Juice Chain? | Omega

You might know Joe Cross from his documentary Fat, Sick & Nearly Dead, which followed his personal journey from sickness to health through juicing. When he made the film, he was 100 pounds overweight and dealing with a debilitating autoimmune disorder. Today, he’s healthy, happy, and helps others to transform their lives, too.

Omega: The country has a lot of juice bars in big cities like Manhattan and Los Angeles, but do you think we’ll ever have a juice bar chain that is as popular and widespread as Starbucks across the country or the world?

Joe: I think it’s possible for sure in the future. I don't know how long we’re going to have to wait, but I do think it’s definitely possible. I think there are challenges to it because we are dealing with a large quantity of perishable produce as opposed to these chains with processed food in a much more system-orientated approach. 

I think what we could easily see in most supermarkets around the world is the ability to buy your fruits and vegetables in a liquid or solid form that is very fresh and uncooked. However, I’m not sure we’re going to have as many juice bars as there are Starbucks or McDonald’s.

I read the other day that the average household in America is spending less than $9 a week on fruit and vegetables. They’re spending more on alcohol. So we’ve got a lot of work to do to get that number up.

© 2014 Omega Institute for Holistic Studies

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