Jugofresh Opens Three Shops in Whole Foods, Closes Two Standalone Locations

Matthew Sherman is taking Jugofresh in a new direction.
Matthew Sherman is taking Jugofresh in a new direction.
Courtesy of Jugofresh

When Matthew Sherman opened Jugofresh in Miami Beach in March 2012, he didn't expect his cold-pressed juices to develop into a lifestyle brand. But Jugofresh connected with locals looking for a healthier respite from their hedonistic existence, whether it be a complete change of heart or merely a way to nurse a hangover on a Saturday morning.

The company continued to expand rapidly, opening several stores, a warehouse in Lemon City, and a pop-up restaurant serving alcoholic versions of its juices. Again, Sherman tapped into Miami's Zeitgeist. After all, who didn't think juice could be made better with a few splashes of vodka?  

One year ago, Sherman made a deal with Whole Foods Market to open a shop inside the grocer's new downtown Miami location. The store-within-a-store offered the full Jugofresh menu plus some additional items, including wheatgrass shots, smoothie flavors not offered elsewhere, and a mash-up bar where customers could make their own snack bowls from a choice of yogurts, nut butters, and fruits. Shortly thereafter, Jugofresh opened inside the Aventura and Boca Raton Whole Foods locations. The Jugofresh founder says the partnership has many benefits, "but the main things for us are the customers, the access to fresh produce, and great mentorship from Whole Foods."

The cold-pressed juice company has announced the opening of Jugofresh ministores inside three other Whole Foods locations. Next Monday, January 11, Jugofresh will open inside the grocer's Coral Gables location (6701 Red Rd.) with a celebration beginning at 8 a.m. The first customers will each receive a gift card ranging in value from $12 to $500. In addition, customers will receive free samples. Jugofresh will also donate 10 percent of its opening-week sales to the company's program, Lil' Gardens Big Future, which funds gardens for local schools.

Whole Foods South Beach (1020 Alton Rd.) will get a Jugofresh January 25, followed by the market's North Miami location (12150 Biscayne Blvd.), which will host the juice company starting February 8. Because Whole Foods is a national chain, could expansion outside of the state be a long-term goal for Sherman and his team? The juice mogul won't comment, simply saying, "Just like our Wynwood shop says, 'It was all a dream.' We are hoping not to wake up."

There's a flip side to this growth, however. Jugofresh will close two of its stores in the name of progress. The Coral Gables (2516 Ponce de Leon Blvd.) and South Miami (1430 S. Dixie Hwy.) independent locations have been shuttered, effective today. According to a statement, "The stores will close in an effort to focus on our growth within Whole Foods Market and to make way for this big opening."

Sherman sees Jugofresh transforming in 2016. "As originators and innovators in the space, Jugofresh plans to continue to evolve. You will see a more clear delineation between Jugofresh for Whole Foods and Jugofresh indie stores. Think anything from prix fixe menus to fast-casual to a meditation center. To quote one of our favorites, Christopher Wallace: 'Sky’s the limit; only make moves when your heart's in it.'"

In addition, Sherman is still working with Jugofresh partner Darren Laszlo on a restaurant concept in Sunset Harbour.

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