What is fruitive?

fru-i-tiv adj: fruitful; enjoyment

In the fall of 2011, Gregg Rozeboom dreamed of a restaurant where his family could eat the highest quality, healthiest, 100% plant-based food available. He, along with his dad and brother Bruce, visited top-notch juice bars and healthy restaurants in major cities across the country and created his vision for the restaurant. He turned that dream into a reality when, Fruitive, the first certified Green Restaurant in Southeast Virginia, opened in May 2012.

Now going into our fifth year, we have gained a reputation as a community-focused organization that is value driven and uncompromising in quality and promise.



For this reason, we continue to attract amazing individuals whose passion for wellness, quality, and sustainability drive their work as well as their personal worldview. Fruitive's passion to bring organic options to the market has led us to become the first Certified Organic restaurant in Virginia and one of only two in Washington, DC.

As we continue to grow into new cities and communities across the country, we hope to have the same level of success in promoting health and wellness as we have had in our hometown. 

Live Your Health, Enjoy Fruitive!




Nothing matters more to us at Fruitive than the ingredients we use. And we’re not ashamed to say that we’re complete nerds about these ingredients and about our health (and yours too)! In the spirit of transparency, integrity, authenticity, transparency and health-nerdery, we’ve comprised a comprehensive index of all the ingredients we use at Fruitive. This way, you know exactly what you’re getting, and can learn something new!


Rejuvenate with our juice

One of our main philosophies on juice rejuvenation is individuality. Everyone has his or her own reason for starting fresh and we want to celebrate that reason and support your juice journey! Rather than designing our juice packs around experience levels, we have formulated them around specific health goals.

Whether you are juicing for 1, 3, or 5 days, Fruitive wants you to get everything you can out of the experience and to discover the incredible, transformative powers of Fruitive's rejuvenating juices.