KLS presents "Together Talks" feature #69 with Main Squeeze Juice Co. and Chief Dietitian Officer, Julie Canseco

Some Background on Main Squeeze Juice Co.

Today's edition of "Together Talks" campaign, KLS had the privilege to speak with Main Juice Squeeze Co. and Chief Dietitian Officer, Julie Nieto Canseco. In a world full of 'fast' and 'dead' foods they are dedicated to serving the highest quality, raw, and unpasteurized juices, superfood smoothies, handcrafted a?aí bowls, & plant based snacks. Their cold-press process ensures each juice is packed with the maximum level of vitamins, enzymes, minerals, and nutrients possible! Main Squeeze Juice Co. strongly believe in reviving the idea of 'food as medicine' through their menu - combining the timeless simplicity of fruits and vegetables in a nourishing and refreshing way.

Quality + Convenience + Approachable

The company started out as a Yoga studio juice bar in 2017. Quickly they realized there was an opportunity. Main Squeeze Juice Co. bet on the quality of their product, going all in with their motto, "Never compromise". They have created an environment that serves products where customers are consuming healthy ingredients such as kale and don't even notice it!

Julie credited what our country experienced during the Pandemic as an opportunity to try new foods and lifestyles. "Individuals were more open to hearing alternative options. The Pandemic helped boost people’s willingness to approach new foods and evaluate their personal health.", Julie explained. The company views direct competition as other healthy juice bars, wellness cafes, and smoothie bars. But also all types of food and beverage companies provide competition as they are fighting for consumers consumption. Main Squeeze Juice Co. believes the trend towards investing in our own health puts them in a position to continue creating meaningful impact. Another aspect of their operations that sets them apart if having drive thrus. They are able to blend not only healthy options, but convenience as well. As Julie mentioned, "The best of both worlds, while also affordable."

The company prides itself on being extremely approachable. They want to embrace all people and all aspects of people, Whether a super health-conscious individual or a mom trying to get her kids trying to eat healthy, they are providing trusted and quality products that are truly great for everyone.

Julie applauded the company being able to grow starting in the unhealthiest state (Louisiana). This provided an immense challenge to inform, educate, and convince a demographic not accustomed to this lifestyle. In addition to healthy eating, their products 100% plant-based. To start it was extremely challenging getting the messaging out, but what ultimately excited the team so much.

With Main Squeeze Juice Co. being a franchise company, it has provided Julie an opportunity to learn about people. At its core, franchising is about people and Main Squeeze Juice Co. is a people business. In order for the company to grow and expand partnerships must be created and nourished. Julie told us she had no experience with franchising prior to this, but it has been an incredibly fun adventure.

As Julie told us, "We always say, 'We aren't blending smoothies, we are blending happiness'."

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Pandemic

Going into 2020, Main Squeeze Juice Co. was rolling on all cylinders. They had just signed a 10 store deal and felt like this was the year they'd be on the map. Collectively they had a vision that this was going to be their year. 2 months later, the world shuts down. Julie mentioned that challenges that came with production and logistics. Also she mentioned how the company understood the opportunity of grabbing customer share, "What do people want and what are they willing to spend their extra dollars on?" Main Squeeze Juice Co. was prepared to weather the storm and remain approachable for their customers.

Their biggest goal was not wanting to shut a store down in 2020. They also wanted to stay committed to their "Never Compromise" motto, by not changing any product during shortages. They were pushed to crease an app in 6 months, which Julie applauded the response of the team to further provide a seamless experience for customers. She also commended the willingness of franchisees to push and keep going. Everyone believed that product was there and people will come.

Julie shared with us that of the 18 locations not 1 was shut down during Covid! A remarkable feat. She alluded to fatigue the company and franchisees have battled coming out of operating business during Pandemic. But again she gave all the credit and accolades to the Franchisees, who she says are incredible people.

Those people have the support of corporate to participate in charity and community work quarterly. Julie said that they leave it up to the Franchisees to lead the way. She said that the Franchisees engage and interact within the community. "It is important to give back to their neighbors and create even further good in their respective communities. Good people, through and through.", Julie shared.

Incredibly 2020 ended up being a huge year, one of strongest years in sales in fact for the company. While it wasn’t the year they pictured, it ended up being a year of incredible perseverance and success for the company.

Now or never

Previously Julie was a Registered Dietitian. She thought she would be a consulting role or working directly with people. Prior to Main Squeeze Juice Co. she worked at a non-profit working with restaurants and working with chefs. Julie credited her parents for having her strive to create impact, always excited her to make a difference.

When she was approached by her Husband and Brother about joining Main Squeeze Juice Co., the startup could only promise her 3 months of salary. Her first visit at one of the locations she saw a kid asking for green juice and beat juice. "I was shocked", Julie shared. She had been torn on leaving her current position as she had worked so hard to grow it and had recently won a grant to grow it even further. But the challenge of creating and connecting with people even further spoke to her. Then the opportunity to impact eating behaviors on not just a city or state level, but national and potentially global was too much for her to pass up. "This was it when I saw that kid order, this is the vehicle.", Julie told us.

Reflecting on the transition she admitted she knew she'd regret it if she didn't at least try. She took the leap with nothing but confidence in herself and the team that was building the company. Julie began as Quality Assurance Manager and slowly got more and more involved over time. To the point where she evolved into interacting with every aspect of the business. She shared she was thankful had the confidence to take the leap.

Julie mentioned the opportunity to grow into a C-Suite position has been rewarding. But still the biggest thing for her is receiving testimonials from customers and hearing how lives have changed. One instance she shared with us, was a Manager at their Baton Rouge location had lost over 90 lbs. Prior to that she was told she wouldn't be able to have a baby and she is now the Mother to a 6-month old baby. These stories are the reason Main Squeeze Juice Co. set out to create sustainable impact and change for consumers.

Acquisitions and Growth

Do We asked Julie if there is a moment that brings her the most joy and the answer was complex, a rollercoaster to fully understand the events that took place.

"We were trying to grow and scale and we found incredible investment partners. During about the middle of it we had wire fraud happen. This was our lifeline to continue the business. The FBI had to get involved, it was a nightmare of a situation. But the most amazing thing happened, the investor had so much faith in our business and our mission, he cut another check and kept the investment going. What could have sunk us, turned out to be another feather in our cap of the amazing community being built. And the best part of this story is our investor was a customer first and believed in the company that much!"

She shared that the team jokes if they can get through that, they can get through anything.

The next phase for Main Squeeze Juice Co. is to integrate via acquisitions. Their first was completed in March of this year. The company wants to help juice bars before they have to shut down. The first conversion happened a few weeks ago. There will be 5 stores in total. Julie believes this new model will prove to be successful for further bran exposure and growth. The other component the company is working on is revamping the entire development process of store design and implementation. They are planning innovative and cost cutting measures to further support their Franchisees. Julie shared she is excited to see the data roll in and be able to quantify these changes in the near future.

We asked what brings Julie the most pride and she told us seeing when a Franchisee wants to expand. The desire to grow it and make it a career for themselves and their family is special.

Piece of Advice

We ended our conversation with Julie asking for her piece of advice and she shared:

"When you come into newer business or newer challenge, lean into your skills. Lean into confidence, can sit back and learn, but no one can see what you can do that way. Be humble enough to learn during the process. Have made mistakes while growing, but pride herself to not to make the same mistake twice. Learn from experiences. Don’t be afraid to fail, put yourself out there."

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In Closing

KLS wants to thank Julie Nieto Canseco, Chief Dietitian Officer, of Main Juice Squeeze Co. for today's "Together Talks" feature. Keep up to date with Main Squeeze Juice Co. by following their blog on their website, check it out here. Follow along for the Main Squeeze Juice Co. journey with their social handles below!

LinkedIn / Facebook / Instagram / Twitter / Julie's LinkedIn