HOW FRUITIVE STARTED
Fruitive began when founder Gregg Rozeboom realized his desire to open a restaurant that prized authenticity and kindness above all else: a place he would feel comfortable bringing his own family. Since day one, Fruitive has followed that vision to establish itself on the foundation of treating others the way we would want to be treated--from the ambiance to the menu quality to the customer service. To us, it’s more than just food; it’s about meeting you where you are and encouraging you to #LiveYourHealth and #LiveYourValues.
100% Plant Based
Fruitive’s core motto is “Live Your Health.” We hope to help you achieve this by providing you with a fully plant-based menu. All Fruitive items are comprised of plant-based ingredients such as fruits, veggies, whole grains, legumes, nuts, seeds, herbs, and spices.
We highly value transparency, and we can say with certainty that when Fruitive serves a dish, we exclusively use the highest quality products available. We source our menu ingredients and juices from individuals, farms, and companies that we whole-heartedly trust: we only serve you what we would want our own families to eat. Our local farmers and organic suppliers we partner with care about the purity of their soil and offer products that are both sustainable and nutrient-dense. Want to learn more about the ingredients we use? Check out our Daily Organic Ingredient Listing!
In partnership with the Vaad Hakashrus of Tidewater, Fruitive has committed to using only approved kosher methods in producing juices, nut milks, wellness shots, and coffee.
View our certification here.
Fruitive bottles all of its cold-pressed juices in glass jars. Glass is a safe and sturdy material to store food product. It preserves our juices’ nutrients while removing any risk of contamination from harmful chemicals such as those found in plastics. Glass also produces less waste and can be reused or recycled--it’s a step towards a healthier world and a healthier you. We offer $1 credit to customers who bring their empty juice bottles back to any Fruitive location for recycling. If you’d rather keep the bottle, use it to showcase your creativity! Post a photo of your repurposed jar on Instagram and tag us (@fruitive)--we’d love to see what you come up with.
Made from Scratch
All Fruitive menu items are made from scratch using single in-house ingredients*-- they’re always organic and always 100% plant based.
*Please note that our vegainaise, flax spelt bread, and tortillas are not house-made, but they do follow Fruitive ingredient standards.
COLD-PRESSED & NON-HPP
Cold-pressed juice is the best way to preserve the nutrients in fresh fruits and vegetables. A cold-press juicer places 2,000 pounds of pressure on the juice ingredients to extract antioxidants, probiotics, and enzymes. Cold-pressing also removes the produce’s fiber, which makes the digestive process much quicker and more effective, while keeping the produce’s live cells intact. Fruitive uses no heat and no excessive oxidation in the juicing process, which means that our raw, unpasteurized juice maintains the original produce’s nutritional integrity.
Many juice companies utilize a pasteurizing process called HPP, or high-pressure processing, to extend product shelf life. This process adds 60,000lbs of extra pressure to the juice after packaging, which not only deactivates microorganisms and live enzymes that would naturally decompose the juice over time, but also necessitates the use of harmful plastic packaging. HPP removes ingredients that decompose the juice, allowing for a longer shelf life, but it unfortunately removes the original nutrients they provide, as well.
In order to preserve all of the nutrients, probiotics, and enzymes that fresh fruits and vegetables offer, Fruitive does not use HPP! Our cold-pressed juices remain nutritionally intact for four to five days, just like the raw produce you might find at your local farmers’ market.
We are proud to be an Ocean Friendly Restaurant in effort to increase awareness to reduce our plastic and water footprint. To read more about this initiative, click here.
LIVE YOUR HEALTH. LIVE YOUR VALUES.
What does “healthy living” mean to you? At Fruitive, we believe that everyone’s path to true health and happiness should be as unique as their own individuality. Our mottos, “Live Your Health” and “Live Your Values,” revolve around the idea of exploring, identifying, and pursuing your own personal wellness. Living a healthy lifestyle also takes integrity and authenticity. When you #LiveYourHealth and discover your personal health standards, it’s important to make them a part of your daily life, stick with them, and enjoy the process--#LiveYourValues. These models are the principles we work and live by, and it is our challenge for you to do the same. Learn more about how we Life our Health and Live Our Values below.