Goldwasser ran an optical business in Mexico, while Roizen was an attorney. After having their first daughter, Roizen pursued her passion for food and decided to go to culinary school. A few years later, their younger daughter Michelle was born with a rare disease that brought them to the U.S. for treatment.
With their daughter’s health in the hands of physicians, they felt helpless and wanted to contribute to Michelle's recovery in some way. The only factor they had control of was Michelle’s diet, so Roizen became a health coach, and the couple began researching the power of food. They believed that the quality of food Michelle was eating could make a difference in her recovery, and they began seeing positive changes in her blood test results.
“The inspiration behind Juice Crafters,” Roizen said, “is to start a revolution in which people can have access to real food made out of real ingredients that we can find in nature, just as they are—nothing artificial or processed. Cold-pressed juices are known to be the healthiest way to drink juice.” Meanwhile, Goldwasser said he expects the La Jolla Juice Crafters to be successful because La Jollans are health-conscious and like to take care of themselves.
Juice Crafters serves fruit smoothies, cold-pressed juice, green smoothies, acai bowls, meal replacement smoothies and wellness shots. Founded in Los Angeles, it currently has nine locations throughout Southern California, with plans for additional San Diego locations. The firm currently has stores in Hillcrest and Little Italy.
“Juice Crafters’ secret is our 80-year-old juicing method,” said Roizen. “We start with fresh, local, organic produce and use a highly specialized cold-pressed juicing machine that applies 10 tons of pressure. This method allows us to create juices that contain six times more vitamins, minerals, enzymes and phytonutrients than any other juicer.”
The couple hopes to make a difference by bringing healthful options to the community and create a higher quality of life for those willing to be part of the juicing revolution.
“It’s much less expensive to pay for real, nutrient-dense food today than to pay for medical bills tomorrow,” said Roizen.
For more information, visit juicecrafters.com.