“How do you make it something that someone would want to drink if they weren’t already interested in health?”
That’s what Majestic Lane and his partners at Juice Up 412
—self-described “juice evangelists” — ask themselves nearly every day.
“Our goal is to get folks to be more conscious about what they’re eating,” Lane says. “We’re interested in bringing juices to populations where health and wellness are not seen as priorities.”
So far, that ambition has taken Juice Up 412 from a stand in the Strip District into a series of partnerships with community organizations and non-profits. They were awarded an Awesome Pittsburgh grant
last year, and have since partnered with Bar Marco’s new East Liberty venture, The Livermore, to establish a permanent presence.
Just as Bar Marco is democratizing food, Lane says, he and his partners are looking to do the same for health and wellness.
“We’re looking to get into different neighborhoods,” says Lane, who likes the idea of having pop-up juice bars in underserved communities, not only to expose underserved populations to healthy options which taste good, but to get kids interested in taking their health seriously. “We want to be on the cutting edge of social innovation and enterprise, especially in communities that don’t have things like that happen.”
On September 14th and 15th, Juice Up 412 will take its operation to the Thelma Lovette YMCA
in the Hill District, where they’ll serve up fresh juice as a part of State Representative Jake Wheatley’s Health and Wellness Weekend
To learn more about Juice Up 412, follow them on Facebook
Writer: Matthew Wein
Source: Majestic Lane