Our standards makeup the backbone of our company. They support every new idea, every new hire, every new product, and lay the groundwork for living our 4 core values – transparency, authenticity, quality and integrity. We hold every aspect of our business to the highest standards – from the sourcing of our ingredients to the seats we built for you to sit on while you dine with us. We make a conscious effort to provide our customers with an experience that is genuine, valuable, authentic, healthy, and worthy of their dime. We don’t cut corners, we never settle, and we live to deliver upon our promises to you.
At Fruitive, we hold our products to the Nth degree! Quality is never sacrificed for quantity or convenience, here. Our produce is sourced from trusted local farmers and organic suppliers, our cold-pressed juices are housed in glass and full of raw nutrients, our natural sweeteners are minimally processed, organic alternatives to traditional sugar, and our products are always guaranteed to be 100% plant-based. We treat our customers like family, and for our family, only the best products are acceptable!
If it didn’t come from the earth, then it doesn’t make the cut at Fruitive. As a company that believes in living our health, we function without the addition of animal products. Only veggies, fruits, whole grains, legumes, nuts, seeds, herbs and spices make it on our menu.
PRODUCE & INGREDIENT TRANSPARENCY
At Fruitive, we make the decision every day to supply our customers with the highest quality produce available. The produce in our dishes and juices is sourced from people, companies, and farmers that we believe in and trust. By purchasing our produce from local farmers and organic suppliers who care about the nutrient density and purity of their soil, makes our products not only more sustainable, but also more nutrient-dense. Check out our daily organic ingredient listing here.
GLASS & PLASTIC
We make the choice to use glass & plastic for our cold-pressed juices. We offer glass because it is the best vessel for housing our nutrient-dense juice. Unlike plastic, which can potentially leach chemicals into the juice, glass is a safe, recyclable, reusable, sturdy, and sustainable material. This means less waste added to the world, and a less toxic you. We offer a $1 bottle credit to customers who would like to be a part of our recycling efforts. We also encourage those who decide to hold onto their bottles to share your creations with us on instagram @fruitive and check out our Pinterest page for more DIY inspiration! HOWEVER, we also recently added a safe plastic option as a more affordable material and shipping option.
When a Fruitive recipe calls for enhanced sweetness, we use responsible, low glycemic, minimally processed and organic alternatives to traditional sugar. Coconut sugar, applesauce, light agave nectar, pure maple syrup and dates are some of the sweeteners we have in our arsenal. They are never artificial, and are always 100% plant-based.
In order to turn a leaf of kale into the best green juice possible, we ensure that the processes we use have integrity, are gentle, and never compromise the nutrients. At Fruitive, we ensure that every juice and product is made within these standards and we truly pride ourselves on it!
As far as juicing goes, cold pressing is the best method. It’s a gentle process that places fruits and vegetables under 2,000 pounds of pressure to extract the raw juice. No excessive oxidation occurs and no heat is applied, allowing the live cells of the produce to remain intact. All of the raw nutrients, antioxidants, probiotics, and enzymes are maintained, while the fiber is left behind (which actually makes it easier for our bodies to absorb all the nutrients quickly and effectively). The result is a raw, unpasteurized juice that maintains all the nutritional integrity (sans-fiber) of the original produce.
To extend shelf life, many juice companies pressure pasteurize their cold-pressed juices through a process called HPP, or high-pressure processing. About 60,000lbs of extra pressure is added to the juice after packaging (plastic must be used), which deactivates microorganisms and live enzymes whose natural chemical activities slowly decompose the juice overtime. Thus, the juice lasts longer than the raw produce would have, making it easier to store, sell and ship. However, it’s those live microorganisms and enzymes that contribute to the ingredients’ nutritional quality, and by deactivating them you lose out. Using HPP essentially negates the concept of drinking fresh, nutrient-dense, full-integrity juice.
In order to keep all the nutrients, all the probiotics, and all the enzymes of the produce intact, Fruitive does not use HPP! Our cold pressed juice will remain nutritionally intact for about 4 to 5 days, just like raw produce that you would buy at your local farmers’ market.
Nothing at Fruitive is done or sold without care. From the floors in the store that were created by hand (and lots of energy), to the menu crafted by of our chefs, to the liquid meal our employee has whizzing in the Vitamix, Fruitive and its employees take an interest in caring for every aspect and process of our business.
One of the perks of our job here at Fruitive, and one of the most important duties we have, is to taste every single product we put our name on. If that means tasting green juice until we can’t take another sip (never a problem), then we do it – over and over again. Our customers can feel confident that nothing goes untasted or untested in our kitchen and that our products are produced for both their incredible flavors as well as their nutritional benefits.
The development of our fasts was led by two masterminds, our nutritionist, Jennifer, and one of our co-founders, Chef Casey Hoxter. Together, they went into the kitchen and researched, prepared, revised and taste-tested to bring each juice to perfection. After extensive feedback from multiple 3-day cleanse participants, and a fine-tuning process, both Casey and Jennifer put their stamp of approval on each of our Signature Fasts. With Casey’s expertise in the kitchen, and Jennifer’s expertise with nutrition, our juice fasts are truly a delicious and nutritious combination!
Our involvement in the community extends far beyond our door in Virginia Beach to the waste, or rather the amount of waste, we produce. We limit our waste as much as possible by recycling in our kitchen and store, offering refundable glass bottle deposits, and donating compostable material to local farms. Additionally, we include a return shipping label with every shipment in order to encourage our online patrons to return our environmentally-friendly packaging. Alternatively, if you like using glass bottles as much as we do, we would love to see how you repurpose our jars. Tag us @fruitive on instagram with pictures of your creations and check out our Pinterest page for more DIY ideas.
Fruitive is a collection of passionate creatives who dedicate their time, energy, and talents to delivering an equally dynamic experience to the people around them. The men and women who work for our company are encouraged to be themselves, think freely, motivate others, and achieve their goals. As a company with a lot of passion for health, Fruitive is fortunate to attract employees who share these same passions and who believe in what they do.
Our team is amazing because of the individuals themselves. Fruitive employees are artists, athletes, yogis, parents, students, and musicians. As a company, we encourage our team members to pursue their dreams and never stop reaching for their goals. Would you like to join our team?
COLLABORATORS & PARTNERS
We wouldn’t be able to reach our community the way we do, or give life to our vision, without the collaboration of our many amazing partners. We love working with Farmer John from New Earth Farms, Jason Cowan from Denise D. Cowan Wellness Foundation, Jennifer Van Horn our devoted nutritionist, and our many other dedicated friends and collaborators. Fruitive is always looking for new ways to further our passion for health. If you are a company, or an individual, with great ideas on how to promote a plant-based lifestyle, we’d love to hear from you!
The Fruitive store was built with the same thoughtfulness and values we incorporate in our juices themselves. From the reclaimed wood tables to the LED lights throughout the store, and from the first-edition books on the shelves to the compost bin behind the counter, we operate in the most sustainable way possible and recycle, reuse, and reimagine wherever we can. Aside from our green efforts, we’ve also designed our store to be a cozy space for those looking for a quick bite or satisfying meal. So come on by. We can’t wait to meet you!
GREEN RESTAURANT CERTIFIED
Fruitive is a 3-Star Certified Green Restaurant and our exterior follows the guidelines of LEED (Leadership in Energy & Environmental Design). Check out our 3-Star profile here.
When constructing the Fruitive store, we chose to reinvent old and used materials into new, rustic, and sustainable objects. For example, our book shelves, bathroom counter, and back table were made from a walnut tree that fell during Hurricane Irene in 2011. We assure you, from the coffee-stained hardwood bamboo floors to the flowers on the tables, nothing lacks authenticity or a personal touch.
BUILT BY HAND
With a lot of hard work, countless late nights and early mornings, and a sharp eye for detail, Fruitive was built. The store, like our products, is homemade, and made to feel like home.
We use promotion of our brand and our products as an opportunity to educate. We promote our products and our philosophy because we truly believe they contribute to a more aware, health-driven, and empowered community. Clarity and transparency about our products are never compromised. At Fruitive, when we state something, we not only take care to explain ourselves, but we love to chat about our methods and our ingredients!
We don’t believe in fake things, so it shouldn’t be a surprise that we don’t believe in using stock photography. When developing our ingredient index, not only did we take all of our own photographs, we photographed ingredients that came directly from our kitchen’s pantry. We don’t cut corners and refuse to mislead. It might take more work on our end, but details matter and when you care there’s no other choice. This is one way we live our values of transparency and honesty.
Words are powerful. They are especially important to us at Fruitive. In order to communicate our products to our customer, we take great care in the language we use, because our dialogue with the consumer is something dear to our company. We encourage our customers to ask us questions, and we look forward to openly answering their inquiries! Secondly, we stand behind anything we say. When the Fruitive label says ‘raw,’ then it meets the closest definition of raw that we can get, and if the label says ‘plant-based,’ then that means we’ve made sure that there is absolutely nothing behind that label to compromise that definition.