142: Jimmy Rosenberg — if You Juice it, They Will Come

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Jimmy Rosenberg was looking for a way to make some dough in the summer of 1983. He got this idea…sell juice on the beach. So he got some fruit, blended it in his kitchen, and started selling the juice by the cup (poured from a jug) on the beach in Santa Monica. Little did he know that inauspicious start would lead to the formation of two mega juice companies – Naked Juice and Evolution Fresh.

His first attempt, a pretty impressive first attempt by the way, was a company called The Naked Juice Company. After growing it to a size that allowed him to serve most of California, he sold it and got out of the juice business entirely. But not for long. Two years later, with a renewed commitment to delivering the highest quality juice possible to consumers, he started Evolution Fresh. He steered this company for 19 years before being acquired by Starbucks in 2011.

Before I sat down with Jimmy, I didn’t tell him that I’d be asking him for photos and a bio, or that I’d be posting his story about this podcast on social media. He’s a very private person. He’s never been on social media and has never shared these incredible stories about the two companies he’s championed. Fortunately for us all, and in spite of this, he agreed to proceed. I’m incredibly grateful for his willingness to share his story, and trust me, you will be too!

From Andy:

Before I sat down with Jimmy, I didn’t tell him that I’d be asking him for photos and a bio, or that I’d be posting his story about this podcast on social media. He’s a very private person. He’s never been on social media and has never shared these incredible stories about the two companies he’s championed. Fortunately for us all, and in spite of this, he agreed to proceed. I’m incredibly grateful for his willingness to share his story, and trust me, you will be too!

The thing I relate to most about Jimmy – he’s just an ordinary guy like you and me. But for some reason, he was willing to listen, to experiment, to put in the hard work, to be open to learning on the job, and to be steadfast in his commitment to never sacrifice the quality of his product. These have all be part of his journey, all part of the reason he’s been so successful, twice!

Listen. Love. Learn. This story has it all.

Enjoy!

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