Healthy Eating

Jugofresh: Buy Into a Healthier Lifestyle

A fit, well-dressed man entered Jugofresh, the organic, unpasteurized, raw juice bar in South Beach, and eagerly approached the store's owner, Matthew Sherman.

"Can you recommend something for me today?" he pleaded. He then tapped his hand on his belly and continued to explain, "I went to The Bazaar at SLS Hotel last night. It was an all out, tapas-style night. I just feel so bloated."

Sherman, a holistic life coach and founder of the bustling juice bar, asked whether he had had any water this morning, and then finished by recommending one of the menu's agua tuya -- a listing of water-based juices, including caliente picante h2o ($4.50), a mix of alkaline water, maca extract and cayenne extract. His client paid and left happy, content with the quick solution for last night's indulgence.

This client is just one of many fans and followers that turn to Sherman for advice. The juice bar has only been open a few months, but it's already developed quite the following.

One of my first visits was on a Saturday morning. Jugofresh is conveniently located just down the block from Green Monkey, the cool yoga studio where locals flock for workouts centered in balance and meditation. The 9 a.m. class had just finished, and most yogis headed to Jugofresh to fill up on raw juices post-workout. Chatting about coconut sugar and bee pollen as casually as discussing the weather, the clientele is clearly buying into whatever Sherman is selling.

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Emily Codik