All businesses are born of ideas. Generally, they are born in spirit before the first brick is laid. At Beyond Juice, our inception was rather unusual.
Three friends, Morris Friedman, David Freeman, and Keith Newman, were having lunch together at a Chicago restaurant in 1986. On the table was pastrami, corned beef, roast beef, and assorted fatty condiments. One of the friends said “we may as well be at a fat convention.” In their discussion, the friends considered and attempted to quantify the amount of genuinely unhealthy food they were consuming over a short business lunch that involved thousands of fat calories. The discussion concluded with, there must be a healthy alternative to the normal artery clogging, fat, fast food fare.
From this lunch sprang the idea to investigate the possibility of devising fast food that met three important criteria: (1) It must be fast, (2) it must be enjoyable, and (3) it must be healthy. It was discovered that it is the nutrients found in fruits, vegetables, grains and other sources that are the most beneficial for the human body. They began searching for the professional help needed to go beyond the idea stage, and make it a reality.
Nutritionists, doctors, and health professionals who understand the human body and what it truthfully needs were recruited to develop a healthy alternative to "what tastes great but is not appropriate for good health." The research lasted for over three years with an investment of over a half million dollars. The investment proved to be worth it.
The results were the development of unique multi-formulas, each designed to address specific nutritional requirements. These powdered formulas are our "Basic Blend". It is now officially categorized and represented to the American public as a "Meal In A Cup." The originally founded company was called "Pure Energy, The Drink and Nutrition Center." The first unit opened in November of 1989 at the State of Illinois Center, Chicago, Illinois. The business was a smashing success. Other locations were opened at the Merchandise Mart and the North Western Train Station in Chicago as well as the Peach Tree Center in downtown Atlanta.
In 1992, Morris Friedman, one of the original founders, opened a new outlet in Beverly Hills, California under the name "Total Energy, The Drink and Nutrition Center." This was a genuine renaissance for Mr. Friedman and for the business that was successful beyond expectations. However, fate once again intervened in the form of the 1994 earthquake that caused the building housing the business to lose its structural integrity.
Typical of entrepreneurial types, and not to be swayed from his goals, Mr. Friedman was hired as an independent marketing consultant by a consortium of investors in Scottsdale, Arizona to recreate the entire concept with the original formulas, improving upon layout, marketing and merchandising for the 21st Century. This incarnation of the original idea was given the name Beyond Juice.
Mr. Friedman's enthusiasm directed him to contact various business associates. These are individuals with years of successful business expertise and entrepreneurial spirit. They include Dr. David Funk, CEO, Sally Kline, Vice President of Operations, Gene Block, Vice President (formally a vice president of Sony Corporation), Alan Powers, CPA and Chief Financial Officer, and Morris Friedman, of O.L.D. Limited still fully active in the venture. This entourage of professionals purchased Beyond Juice from the consortium of investors and purchased its first pilot store under the Beyond Juice logo and trademark in October, 1995. The corporation finished perfection and registration of the name Beyond Juice as well as "A Meal In A Cup" in January of 1997.
The company is currently in the process of doing its P.P.M. and will soon begin making shares available to investors. This is the start of a major expansion program.
