The Growing Roots of Juice Wave

Mary Pat Abruzzo

Arleigh Rose, the owner of Juice Wave, a small juice bar on Mission Beach, shares her insight on the importance of providing fresh, local ingredients and her hopes for the future of her small business.

Relaxed near the corner of Santa Clara Place and Mission Boulevard, sits the colorful stained glass windows of Juice Wave. It’s storefront practically spills into the sidewalk as a customers patiently sit and stand next to a tree surrounded by thriving succulents, waiting for their Supah Greens cold press juices. Rainbow hand painted signs reading: “Sippin on Zen and Juice” and “Farm Fresh”, playfully bounce in the doorway. Passing by the smell of fresh granola and the buzz of the blender led me inside where I found the smiling face of Arleigh Rose. Scooping out the seeds of a juicy passion fruit and drizzling them to top of her infamous acai bowl, she asked me how my college courses are going and what my weekend plans consisted of. The peanut butter still warm from being freshly made 20 minutes before I arrived sticks to my spoon as I load it up with strawberries and bananas.

Arleigh is the owner of Juice Wave, a small juice bar on the main street of Mission Beach, smack in the middle of the beach and the bay. Arleigh started her journey in the food industry at 12 years old. She dreamed of owning a restaurant. From that point on, Arleigh immersed herself into the culinary world, working in restaurants and attending the New England Culinary Institute in Montpelier, Vermont. After years of experience she ended up in San Francisco, cooking for a fast-paced, three Michelin-star restaurant. Although this was the job she had always dreamed of, Arleigh felt burnt out. It was on her 30 minute break where she found her new passion, taking a daily trip to a small juice bar. When she moved to San Diego, Arliegh longed for the juices she had become so accustomed to, pushing her to open Juice Wave.

Arleigh wakes up at 6:30 am on Saturdays to catch the farmers of the Little Italy Farmers market, handpicking the best ingredients. As the farmers set up their tables, she strolls through her regulars, trading her leftover pulp from juicing for farm fresh eggs and tasting the strawberries that top her acai bowl. “As a chef, it’s my responsibility to showcase and show the potential of what the food can be,” Arliegh emphasised, “and to bring it back to the hardworking farmers who don’t get a lot of credit.” She explained how customers don’t fully realize and appreciate how much work goes into farming. Volunteering at WWOOF (World Wide Opportunities for Organic Farms) enabled Arliegh to get her hands in the dirt, acting as a catalyst for her dedication to using fresh and local ingredients. “After experiencing the taste of fresh food, I thought why would I not do that,” Arleigh explained as she blended a vibrant pink Vitamin Sea smoothie. Arleigh's mission is to not only provide products full of nutrients, but to educate her customers on the value of putting organic, fresh food into their body.

A connection with her customers is vital to her success. Mission Beach regulars stop by at 8 am for their daily juice, giving Arleigh a quick rundown of their weekend visit to Joshua Tree. Although, the Juice Wave community does not just stop there. It expands outside Mission Beach’s main drag, some tourists visit Arleigh three to five times a year, claiming it as one of their must stops while they are in town. “People like to feel a part of something, when they feel like they can help in the growth of something it’s more enriching,” Arleigh explained, “they believe in what I am doing too and they feel like they are apart of that.” Building trust with her customers is important in creating this connection. “You know I am going to do everything I can to give you the best.” This trust comes from a personal connection to Arleigh and her knowledge on how her products have value for the body. Customers have come to her when they are sick, looking for guidance and juices to heal them. Her consistency and trust has created a strong community that cares not only about Juice Wave’s mission but Arleigh as a person.

The future of Juice Wave is tough to predict. Arleigh explained that she would love to expand her business to reach people outside of San Diego, but distribution and franchising comes at a cost. Her fear is expansion will kill the quality of her products and sacrifice her entire mission of providing healthy, nutrient loaded juices. Distributing requires juices to have a shelf life and methods of preservation kill all the good bacteria found in her juice. Arleigh hopes that through her education people will realize the value of her products and the importance of supporting a small business. “I hope there will be a revolution to help the little guys. That is where all the passion lies.”