Matthew Sherman sells booze-free shots. At his organic, raw, and cold-pressed juice bar called Jugofresh, Sherman proffers the teeny drinks with organic Bulgarian rose water, deer antler extract, and echinacea. The South Beach shop also makes delightful smoothies and great-tasting cleanses.
Tasty juices aren't what make Sherman a Tastemaker though. Before Jugofresh debuted in March 2012, the juicing craze hadn't hit Miami like other cities. Now, after one year in business, Sherman has four additional Jugofresh locations in the works. These include a Lemon City warehouse, a fridge at Alchemist on Lincoln Rd., and two more spots near South Miami and Coral Gables. His smart branding has helped along the way.
Matthew Sherman didn't just introduce Miami to sunflower sprout juice and blue-green algae. He also made juicing cool.
The most influential person in my career has been:
My grandmother, hands down. She was so far ahead of her time when it comes to living a fulfilled life. She understood that true nourishment happens on the physical (what we eat), emotional (how we feel), and the spiritual (sacred space of well-being) planes. She opened me up to the concept that this whole idea of being healthy has to be fun. That idea is the backbone of my life and my business.
When I'm alone and in need of comfort (and no one is there to watch or judge) the one food or drink I turn to is:
I don't know, totally depends on whats in my fridge. I am a cook who loves to work from inspiration. I love anything that is spicy with some sort of pickled flavor. I make a killer spicy beet tartar with pickled kale, red onion and jalapeño. That always makes me feel great!
What does Miami need more of?
Authentic business owners who are here to add value to everyone: create jobs, make great products, and add to their community. No more out of towers trying to turn profits, but locals getting after it to make this city the best city in the world.
You get to vote one food or beverage trend off the island forever -- what is it?
Gluten-free. A lot of people take advantage of this term to drive sales. I don't even think people know what it means. They just think it means healthy. Gluten-free does not equal healthy. People have real issues with gluten and they need to be aware, but when it's used as a marketing tool instead of its original purpose it should leave the island.
You have unlimited funds to open a restaurant or bar -- what's the name and what do you serve?
I would open a small restaurant that only seats 8 to 12 people. I would cook with my best friend and the best chef I know, Darren laszlo. We would do vegetables like nobody has ever seen. Straight up veggie heaven, but in a new smart and sexy way. A place where you could take your significant other for a special night out. I wouldn't have a name, because this wouldn't be a business. It would strictly be there to make people fall in love with vegetables.
Where do you see yourself in five years?
I see myself here in Miami, growing food and making food for people. I just love the intimate exchange of feeding people, knowing that what they eat is a big part of how they live. I just want to make food that adds value to peoples lives.
Dream dinner party for six: Who (living or dead) are you inviting?
Talib Kweli and Mos Def, Louise Shepard (my grandmother), Deepak Chopra, Phil Jackson and Nina Simone.
New Times' Best of Miami 2013 issue arrives June 13. To celebrate, Short Order is serving up the top 30 tastemakers in the 305. These people have helped shape the Miami food scene into what it is today. We began with number 30 and will lead up to the county's number one. A Q&A session is included in each post.
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