An Inside Look At This CEO’s Refreshing Way Of Doing Business In The Beverage Industry

“A lot of my knowledge about juicing, I learned from Dr. Norman Walker,” Reed said of the late nutritional health pioneer. “I got all his books and I researched all about combining the right ingredients. And then, any vacation time I had, I would spend it at [places] like Living Light Raw Food Institute in California and taking the courses in plant based nutrition at Cornell.

Around the same time, Reed had been delivering fresh juice every day to her local Whole Foods and routinely doing tasting demos for customers. Taking notice of what else they had in their shopping carts, Reed began asking them what it was that they particularly liked about her competing products. “I had a lot of customers buying different [types of] kombucha that were there,” Reed mentioned of the fermented drink that has gained much popularity over the last decade.

Utilizing all of her own equity, Reed kept creative control as she organically grew her business. “I make juice the way juice should be made - with the highest quality of ingredients - and that’s the way that I want to keep it,” she explained of early and present funding. “I would never want to compromise my quality in order to make an investor happy.” And once Garden of Flavor began showing up on grocery store shelves, Reed recognized that a much larger facility was needed to keep up the pace.

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