With pressed organic juice now experiencing tremendous popularity, it seems that everyone wants a piece of the action and entrepreneurs from all over the country are quickly jumping into the juice game.
Yet, one of the pioneers of this massive trend, Denise Mari, founder of NYC’s Organic Avenue, was inspired by something other than money.
Having lost her younger sister to cancer at an early age, Denise quickly realized that she needed to live a life of real purpose and wanted to serve as an inspiration to other people.
Guided by the concept of ahimsa, which means “to do no harm”, her vegan and raw food lifestyle eventually manifested itself as Organic Avenue, and it was her goal to share her knowledge with as many individuals as possible.
Having been entrenched in the organic food sector for the last few years, I have come to gain a tremendous appreciation for the non-profits that play such a vital role in protecting both our industry and the American consumer.
Recently, I caught up with the Executive Director of Food & Water Watch, Wenonah Hauter, someone who worked for Ralph Nader for 10 years, and we spoke about many different topics – food policy in the U.S., what exactly her organization does and where it operates, and how citizens must get involved.
The very first video that I launched on livingmaxwell (see bottom of the post) was about the raw food diet and my profile of The Prana Cafe, an organic raw food restaurant in Newton, MA.
Back then, I was still living in Boston and frequented The Prana Cafe A LOT. Within time I got to know the owner, Taylor Wells, and it turned out that we had many things in common.
Aside from the fact that we were each very into organic, we both went to Brown and played on the tennis team there. So, we hit it off right away.
The thing that struck me about Taylor Wells was that she appeared to be this “superwoman” who had more on her plate than anyone I knew and had a ridiculous amount of energy.
She had a raw food restaurant, four yoga studios in two states, a consulting business, and several blogs. Furthermore, she had three children (two of which she home-schooled) and was pregnant with twins in 40s. Never once did I hear her complain about how busy she was, and there was a constant smile on her face. Nothing but words of gratitude flowed out of her mouth. Read More »
This film documents Frank Ferrante, a gregarious 290-pound Brooklyn man, and his 42-day journey of organic food, gratitude and holistic healing. Needless to say, he undergoes an incredible life transformation. (If you haven’t seen MAY I BE FRANK, I strongly suggest it.)
In the movie, he is instructed by his coaches to use a workbook called The Abounding River written by Matthew and Terces Engelhart. The Engelharts are the amazing founders of Café Gratitude, the most unique organic restaurant in the country, which also serves as the backdrop for the film.
The essence of Café Gratitude is all about living in abundance. And that is exactly what this workbook is about – a practice of being in abundance. Read More »
The reason that I wanted to read it was because Whole Foods was discussed in the book and I was curious to know what he had to say about the company.
As Martin Lindstrom correctly points out, Whole Foods is very strategic in how it merchandises its products. A few examples that he mentioned were:
- Putting flowers by the entrance. These are called “symbolics”, and they evoke freshness and “prime” us as we begin our shopping.
- All of the signs in the produce and fruit section are written on black slate with chalk, a tradition of European marketplaces. Apparently, marketers refers to this tactic as “farmgate”, so that consumers think a farmer just drove up and dropped off the vegetables. Read More »