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While waiting for the juice to be pressed, she was introduced to a community of health-minded people. ’” Committed to her vegan lifestyle, Ruth set out to share her new knowledge and sense of wellness with the world.
Everything that I did along the way, even the mistakes that I made, brought me to where I am today.
Even in the face of doubt, even in the face of resistance from people around you, if you really believe in what you're doing, and you have a passion for it, it's really about sticking with it and seeing it through.
We started off with baby steps, and then, as the business grew and as our confidence in each other grew, it's become an amazing partnership.
It’s probably the best thing I ever did.” Together, they opened the brand’s second location.
Ruth Tal, against her parents wishes, quit high school to work full-time at her then part time retail job.
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"Tell me I can't, and I'll just want to do it even more," she says.
I was looking for something to champion, and, in the 90s, there really wasn't that much to fight for.” Though she had eventually finished her high school diploma, and was accepted to a university Political Science program that year, she couldn’t ignore the pull towards entrepreneurship—a life path that she had been unknowingly cultivating since her first retail job. Thankfully, the realization coincided with an introduction to to a friend of a friend, accountant Barry Alper, who would soon become her partner.
With ,000 earmarked for tuition and books, she bought two industrial juicers. She opened her first full-service restaurant in Toronto’s Annex neighbourhood, and enlisted Barry as a business advisor and he helped with managing her books, and wrangling payroll, and food costs.
We didn't ask her to invest anything because we felt like just having her sign on to be a co-owner was good enough for us.” Jennifer completed the trifecta, and the strength of the partnership guided the business to expand to new locations, publish several cookbooks, and launch a line of cold-pressed juices.
They focused on people and retention, building a strong team that has grown up with the business.