At JugoFresh in South Beach’s Sunset Harbour, a cooler is lined with bottled potions and elixirs that come in every shade of the rainbow. The bottles are labeled with clever, tongue-in-cheek monikers like El Green-go (apple, celery, spinach, parsley, lemon) and Sol’s Soul (pineapple, orange, carrot, ginger, turmeric powder). Others bear names that suggest a higher (or perhaps hipper) purpose, like Ashram (grapefruit, lemon, water, turmeric, cayenne, raw honey) or Alkaline Gangster (cucumber, celery, spinach, parsley, lemon, ginger).
So what exactly is going on in this small reclaimed industrial space full of so many beautiful people?
“We’re creating positive change in Miami by raising the vibration, awakening consciousness and making [people] smile,” says Matthew Sherman, 35, Founder & CEO of JugoFresh. “When we say ‘raise the vibe,’ that may sound a little arcane, but what we mean is that when you ingest our products that are nutrient dense at a high level, it will make your cells more alive and you will feel better.”
Since founding JugoFresh in 2012, the company has expanded to 10 shops across South Florida, including partnerships with Whole Foods Markets. In just as much time, the enthusiasm surrounding wellness and mindfulness has reached a cultural tipping point that Sherman likens to a neo-‘60s movement, citing the popularity of everything from Ted Talks, Burning Man, plant medicine and vegan lifestyle as evidence.
Where to Start
While breaking free of mass produced and genetically modified foods stripped of their vital nutrients — what he calls “the abuse of the food system” — is no small task, it can be just as tricky to navigate the newer, cleaner waters of food labels. Organic, natural, plant-based, raw, gluten-free — not to mention, cold-pressed — the list can be overwhelming. Even Sherman concedes that at this point you have to be a “mental ninja” to understand what to put in your body.
“You have to meet somebody where they’re at,” he says of incorporating juice into a healthy eating routine, meaning that what works for one person won’t necessarily work for another.
The health benefits of different juices vary and include alkalizing the body, reversing damage to the digestive system, detoxification and anti–inflammatory and immune–boosting properties. To figure out where you’re at, you can talk to a nutritionist or the friendly face behind the counter at JugoFresh and other local juice joints. Afterwards, be sure to take a moment and observe how the juice makes you feel.
On Juice Cleanses
“The most powerful part of juice cleanses, to me, is the emptiness. It’s taking a moment for self realization and mental clarity,” says Sherman who explains that when done with the proper guidance, a cleanse can be a life-altering experience that changes your palette and empowers you to make the right food choices long term. However, he cautions, if it’s approached as a starvation, yo-yo diet technique, you’re not going to reap any real rewards. JugoFresh offers a variety of custom juice cleanses for a single day, three days, seven days and more.
Local Juice Spots
Date and Thyme – An organic restaurant and market in Key West, Date and Thyme is the go-to spot for southernmost juice. helpyourselffoods.com
Dr. Smood – A smart food revolution is afoot at Dr. Smood’s in South Miami and Wynwood, where 100 percent organic smoothies, juices and treats are served. drsmood.com
Jugofresh – Juices, smoothies, power bowls and more at 10 locations across South Florida, and counting. jugofresh.com
Juice and Java – A neighborhood café in South Beach, Juice and Java boasts an extensive list of fresh smoothies and juices. juiceandjavasouthbeach.com
Juiceteria – A spot for cold-pressed juices, smoothies and healthy bites in Mizner Park in Boca Raton. juiceateria.com
OnJuice – Based in Fort Lauderdale, you’ll find OnJuice at retailers across South Florida, including Aventura Mall, Exhale Spas and My Ceviche. onjuice.com