Frank Easterbrook, president and CEO of Juice It Up!, is passionate about juicing. So much so that he wants to reverse the ratio of smoothies to juices sold at Juice It Up! so that juices dominate the business.
Fresh raw juices, introduced about a year and a half ago, account for 15 percent of sales at the California-based store.
“Realistically, I’d like to see it get to 50-50,” Easterbrook says. “With my interest in the health and wellbeing of people, however, I’d personally like to see it at 85 percent juice.”