Raw Generation launched it’s e-commerce site in 2012, the brainchild of Bill Geier and his daughter Jessica. Bill was accustomed to utilizing juicing in order to feel healthy and lose weight, but his interest would often wane a short time after starting—something we all often experience when embarking on a new diet. A naturally successful entrepreneur, he set out to find a company that could produce a juice regimen that would hold his interest and provide the desired weight loss and health improvement results he was seeking. It also had to be unpasteurized and contain raw leafy greens. Unsuccessful in his search, he recruited his daughter Jessica who had also been researching plant-based foods since 2010 to keep her grandmother strong during chemotherapy for pancreatic cancer. Jessica also became certified in holistic health and, combined with her father’s business savvy, Raw Generation was born.
We chatted with Jessica recently to discuss the inspiration, process and future of Raw Generation—a company that currently produces tasty juices that help you increase energy, improve your overall health and take inches off your waistline.
What is the company’s mission? What are the flavors of the juices and what differentiates your juices from others on the market today? We strive to make fast food healthy. So many people are too busy and resort to eating over-processed junk food. As a result they are overweight, tired, and sick. Our juices are the perfect blend of healthy and fast. They only contain raw fruits and vegetables, which are exactly what our bodies need to shed weight, have more energy, and heal.
Our juice blends were created to be potent and full of the beneficial vitamins, minerals, enzymes, and antioxidants. Many juice companies use filler fruits and vegetables (cucumbers, celery, romaine lettuce are a few) as the bulk of the juices. While these are healthy, they do not contain the concentration of nutrients that say spinach and kale do.
The first juice we created was the Jessica Green Juice. We wanted our green juice to be as green as was palatable. My father and I spent two full days in the kitchen juicing and mixing, and then a few more days finalizing. After the first day I left nauseous and a little overwhelmed. I remember thinking: "how can we open a juicing company when we can't even get one juice to taste good?" But after the second day, we were a lot closer to the final product and, at the end of that week, we had our signature green juice, it tasted good, and it was 50% leafy greens, which was our goal.
How did you develop your production process and where do you ship your product? My father and I spent six months developing the business before we launched our website, and continue to develop it every day. A year ago we were working in his house with two helpers and now we are in a commercial facility with eight full-time employees. The way we produce, package and ship our juices is a never-ending process that we constantly refine and my father is currently in charge of that aspect of the business. We ship nationwide to the continental US.
What was your biggest challenge and reward with a start up? At first it was getting the customers to buy our juices, which took about six months and a complete re-brand. Once our juices started to sell, it became clear that we had to manage our growth so we didn't over-commit and create a bad experience for our customers. Just recently we were overwhelmed with orders and a series of events exacerbated the delay. We decided that we had grown too fast and it was time to simplify and reorganize. Being aware of and learning from your mistakes is a big component of building a business.
The best feeling is when I get to look over the reviews our customers leave us. Most are good, which is great, but every now and then, I am notified by a customer that they didn't have a good experience. I always reach out to them to find out why so we can improve our service and see if there is anything we can do to fix the situation. It's a really great feeling when we are able to help our customers achieve their health and weight loss goals.
How do you market your product? We are currently selling only online and run promotions with Groupon, Gilt City, and Rue La La. We also occasionally run sales that are promoted through our Newsletter, Facebook, and Twitter accounts.
What are your price points and is there incentive to buy in bulk? We have juice cleanses starting at $69 per day, and we have tiered pricing on our most popular juice cleanse, the Three-Day Skinny Cleanse, which is perfect for everyone in your office, bridal party or a group of friends.
Moving forward, where do you see the business going? Ultimately, I would like Raw Generation to be the place for people to go to get all sorts of raw foods, including juices; however, we are a long way off from that. Right now we are focusing on providing our customers with the best experience possible.