Fruitive | Our Story

Our Story

Fruitive began in Virginia Beach in 2012 with the goal of serving healthy food to the community. Fruitive expanded to the Penn Quarter Farmers Market in Washington DC and the following year, opened at the Dupont Farmers Market and CityCenterDC. Today, Fruitive continues its mission of providing healthy treats at their newest location at 701 Pennsylvania Avenue.

How Fruitive Was Born

The story of Fruitive began when founder Gregg Rozeboom wondered why there were so few healthy restaurants in Virginia Beach and Washington DC. Today, Fruitive welcomes everyone not just those committed to a plant-based lifestyle, but anyone looking to enjoy healthy eating.

Crafted From Scratch

"We believe that making our sauces, nut butters, and plant-based milks from scratch gives Fruitive a unique freshness that our customers truly appreciate," says Gregg Rozeboom. Every day, we prepare fresh ingredients that become the foundation of our smoothies, salads, wraps, bowls, and more. We want our guests to taste that freshness in every bite.

Meet Gregg & Katie

Fruitive is a family-owned business built around a shared passion for wholesome food. You'll often find Gregg in one of the cafés chatting with guests or supporting the team. Outside of Fruitive, he enjoys an active lifestyle with Katie and their five children. Katie works closely with our chefs, testing new recipes, experimenting with ingredients, and bringing fresh ideas to the café's menu. Gregg and Katie are involved in Fruitive every day, helping create the welcoming atmosphere that has been part of the café since day one.