Whenever I talk to pressed organic juice entrepreneurs who are not in New York City, Los Angeles, or San Francisco, one consistent theme that comes up is education.
This means that companies have to spend a lot of time educating the market about what is pressed organic juice, why they should be drinking it, and why a $9 juice is worth the cost.
Interestingly, this wasn’t the case at all when I spoke with Alexandra Maw, co-founder of Kaleidoscope, a pressed organic juice company based in Phoenix, Arizona.
“Since so many of our clients who live here come from other parts of the country, whether it be New York City or even Vancouver in Canada, they already know what pressed organic juice is,” said Alexandra Maw.
Serving a knowledgeable client base and being located in a city that places a great emphasis on health have served Kaleidoscope well. In business for only a little over a year, the company recently opened up its second store in Scottsdale, and next month it will open up a third retail location. In this third location, not only will Kaleidoscope share a space with yoga clothing company Spiritual Gangster, but it will have a bike-up window. Yes, a bike-up window. How cool is that?
Kaleidoscope was founded after Alexandra won a business plan competition at the Edson Student Entrepreneur Initiative at Arizona State University, beating out 120 other applicants. The idea was to start a “slow food fast business”, and its first product was selling raw chocolates. Eventually, the company launched other food items, such as hemp protein bars, lemon truffles, granola, and rice crispy squares, all of which are currently sold in Whole Foods Market’s Phoenix stores.
The real game changer for the company, however, was when Kaleidoscope bought a booth at David Wolfe’s Longevity Conference. It was there that self-taught chef Alexandra Maw developed a ton of connections, gained important market insight, and grew her brand among industry insiders.
Even with Kaleidoscope’s early and rapid success in the Arizona market, the best part of Alexandra Maw’s job is that she gets to spend every single day with her mother, Andrea Maw, co-founder of the business.
We should all be so fortunate.