Organic Avenue
Website that focuses on natural diet nutrition and maintaining a healthy weight.
| Date | Investors | Amount | Round |
|---|---|---|---|
| N/A | €0.0 | round | |
N/A | Growth Equity VC | ||
| Total Funding | 000k | ||
Organic Avenue emerged in 2000 as a pioneering force in New York City's wellness landscape, founded by Denise Mari and later co-founded by Doug Evans. Mari, who holds a Master's degree in Education and has pursued extensive studies in holistic health and nutrition, started the business from her Lower East Side apartment, driven by a personal passion for plant-based living. Evans' journey into wellness was spurred by witnessing lifestyle-related illnesses in his family, which led him to co-found the company. The business was built on the acronym L.O.V.E., standing for Live, Organic, Vegan, Experience, aiming to make a healthy lifestyle convenient and accessible.
The company became known for its 100% organic, plant-based grab-and-go offerings, including cold-pressed juices, smoothies, raw food entrees, cleanses, and snacks. Its primary clients were health-conscious New Yorkers, and it carved a niche in the burgeoning market for organic juices and natural foods. Revenue was generated through its retail stores, which at its peak numbered around ten locations across Manhattan. Beyond just food and juice, Organic Avenue positioned itself as a lifestyle brand, offering wellness education, community events, and even products like organic clothing and beauty items.
Significant milestones include a period of rapid growth and establishing a strong brand presence, symbolized by its distinctive orange bags. In 2013, the founders sold a controlling interest to investment firm Weld North, which aimed to scale the business into a national leader. However, this new phase was met with challenges. Operational difficulties, particularly high costs associated with food waste due to the short shelf-life of its fresh products, led to substantial financial losses. By October 2015, Organic Avenue filed for Chapter 7 bankruptcy and closed all its stores. In a remarkable turnaround, the company's assets were acquired, and in May 2016, it reopened with founder Denise Mari returning as CEO, backed by Fisher Capital Investments. This revival aimed to return the brand to its lifestyle roots, expanding offerings to include a vegan café and a wider range of plant-based products, while also exploring wholesale distribution using HPP to extend shelf life.
Keywords: organic juice, plant-based food, vegan lifestyle, cold-pressed juice, raw food, wellness brand, New York City, juice cleanse, healthy grab-and-go, Denise Mari, Doug Evans, natural foods, vegan cafe, holistic health, sustainable lifestyle, food retail, plant-based nutrition, organic snacks, health education, food waste