Fruitive | Our Story

Our Story

Gregg Rozeboom was traveling with his family, looking for a place to eat. He was surprised by how difficult it was to find a place that focused on organic food and healthy standards. In 2011, he decided to create the plant-based café he was looking for, a place where his family and anyone in the community could come in and know they were eating good food. Today, that same idea lives on at Fruitive’s newest location at 701 Pennsylvania Avenue.

How Fruitive Was Born

Gregg Rozeboom opened the first Fruitive in Virginia Beach. He'd always thought of Fruitive as food for his own family first, and then for anyone in the community looking for the kind of healthy food he couldn't find while traveling. As the Fruitive community grew, so did Fruitive. First, Penn Quarter Market in DC. Then Dupont Circle Farmers Market, and then CityCenterDC, where you’ll now find us on Palmer Alley. Today, you can find Fruitive at two locations in DC: 1094 Palmer Alley and 701 Pennsylvania Avenue.

Crafted From Scratch

Every ingredient is important to us. Gregg's mother grew up in the Amazon rainforest, the same region our acai comes from. In 2025, the Fruitive team traveled there to see it at the source and spend time with the communities who grow it. Before the doors open, someone in the kitchen is already blending nut butter or cutting vegetables for the day ahead. Making things from scratch is what gives Fruitive its freshness and unique taste.

A Family Owned Business

Gregg's usually in one of the cafes, serving customers or catching up with regulars. Katie works closely with our team to develop and refine recipes. They've raised five kids old enough to work at Fruitive, which probably explains why Fruitive feels less like a chain and more like somewhere you'd actually want to sit down and stay a while. Fruitive is 100% plant-based, organic, and Kosher certified, with plenty of gluten-free options on the menu. If you've got dietary restrictions, you're welcome here.