![]() ![]() Each Juicer is given a few minutes to perform a series of tricks, and ultimately make a smoothie. They’re shirtless, they’re sweating and they’re on a stage in front of dozens of screaming young men and women. But they’re not just making juice: they’re flipping pitchers into the air and catching them, they’re juggling ice cubes, they’re pouring juice into cups balanced on their foreheads, their biceps, their backs. At its most basic level, it’s dudes from Joe stores around the globe making juice. It’s hard to describe, or at least hard to overstate, the insanity of a ShowOff. Should that be a natural development, or should we force it? I believe it shouldn’t be forced, that we should motivate people to be inspired to work for us, because it is a great company.”Īfter a few more questions and presentations, the “ShowOff” begins. Basse then interjects, “We want to bring more women into the company. “I’m not the right one to ask,” Basse ducks, before another executive reveals that the total percentage of women in the workforce is just six. “What is our proportion of women to men in the workplace?” asks London’s Ross Fellows-Patel, who is no outsider to Joe and the Juice - but an employee. Which is why, when he opens it up to questions, the first one is a crowd-silencer. Basse may come across like a middle-aged dad establishing street cred with a foul mouth, but he commands an enormous degree of respect in this room. He is the leader of this cult, the fresh juice and coffee company Joe & the Juice, a business that has grown in 15 years from a single shop in Copenhagen to an empire with 212 locations in 14 countries. The cold-pressed and blended juices are vegetarian- and vegan- friendly, with concoctions like Energizer (red grapefruit, ginger, apple), Veggie Focus (celery, carrot, apple), and Heartbeat (beetroot, avocado, banana, pineapple, apple).Before him stands a legion of mostly handsome Danes, mostly half Basse’s age, hanging on his every word. There is added sugar! When asking if they add sugar I got an answer ‘Everything has sugar!’ Who owns Joe the juice?Įspecially in the aftermath of Covid-19 where we have a unique opportunity to expand our business considerably,” said Kaspar Basse, Founder and Chairman of Joe & the Juice. Is there added sugar in Joe and the Juice? I discovered that Joe & The Juice have a nut free pesto sauce which works well in their sandwiches, so I thought I would try their version.
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