Between San Diego’s growing population of foodies, CrossFit-level fitness fanaticism, 54 farmers markets county-wide, and words like maca and chia (never mind superfood) rolling off our tongues, we’ve upped our nutrition game. So much so that local fervor for juicing has reached a kind of religiosity with regard to passion, purity, and devotion. No sooner did the East Village bar Juice open than co-owner Arsalun Tafazoli changed the name to “Juice Saves,” a play on “Jesus Saves.” That’s just the beginning. You can hear the rapturous overtones in names like Beaming and OH! Juice, suggesting the promise of something transformative. Fountain of Youth Juice and Nekter recall mythology, everlasting life. Ritual Wellness reminds us to practice. The juicing world is even rich with healing narratives, like that of the founder of Greenbee who, by juicing, shrunk a cyst on his kidney. Sure, our society may be hungry for guidance, but where fresh, raw, natural, organic, non-GMO juice (and smoothies) are concerned, our cup runneth over.
Almighty juice, the liquid savior, has become popular because the nutrients absorb quickly, giving us more energy, better moods, and stronger immunity. We feel reborn. Alive! Juicing, we believe, is not just a trend or craze—it’s here to stay. Bottoms up!
The Time is Ripe for Juicing
