Our Ugly inspiration began humbly in a farm house in Ukraine, where Slava, our co-founder, was taught by his grandma to never to waste a scrap of food. This obsession to cherish resources stayed with him when he moved to the U.S. to attend college. Slava was further inspired by his Olympian parents to live a healthy lifestyle and wanted do work that combined these passions. Slava met Grant, our CEO and co-founder, in college where they rowed against each other, then following a similar path - moving to San Francisco and meeting up again, bonding on mutual values for healthy living and a healthier planet.
Our shared passion for health, entrepreneurship, and scrappiness inspired us to found Ugly Juice. As athletes, we were always focused on healthy fuel and we believe fresh doesn’t need to mean expensive. We are inspired by companies that use business as an opportunity to create real change, and we decided to champion a cause we fundamentally cared about.
Ugly Juice makes fresh, reasonably-priced, craft juice that is good for humans and good for the planet. Wasting huge amounts of fruits and veggies because of aesthetic imperfections doesn’t sit well with us. Changing our purchasing practices personally and as a community will impact our environment for the better. We work everyday to give love to unwanted produce, embracing the ugly to make beautiful, delicious juice.
Peace, Love, and Ugly.