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Fortune

Trey Williams

Joe & The Juice aspires to be the Starbucks of juice without losing its ride-or-die culture

Starbucks United States Fortune

(Credit: Matt Oliver for Joe & The Juice)

Being a juicer isn’t just a job—it’s a lifestyle. That’s the Joe & The Juice motto.

Valarie Simmonds, 27, bought into that lifestyle after graduating culinary school and working as an assistant pastry chef in Miami and New York. The culinary world was stressful and unrelenting; Simmonds says she felt lost and unsure about what she wanted to do with her life when Joe came along.

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