How the pandemic led a Tennessee musician to launch a juice business
A new juice business from a Nolensville musician is aiming to make healthy food choices easier.
Musician Todd Whitener, like many people, had loads of free time during the coronavirus pandemic, giving him the space to mull over a new challenge he’d like to pursue. He spent the 1990s through mid-2000s enveloped in the music scene, when two of his band’s albums went platinum.
He weighed the “culture of convenience” surrounding food choices that leads many people to unhealthy options that they choose without much thought — if any.
“The one thing that really grabbed me was the fact that I felt like more than ever, it exposed how important our immune systems were,” he said.
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Whitener’s wife, Danielle, owns a fitness studio called Free Bird Fitness, so the launch of a health product was a natural next step for the couple. He’s spent the last year crafting his plan for his new business called JUICEology, which he now serves out of his wife’s gym.
Whitener said he plans to launch a brick-and-mortar location within the next year, with his eye on putting the juice bar in Nolensville. The town is one of the last parts of Williamson County to see substantial development and Whitener believes it is the cusp of a development boom.
“It’s mind blowing that it hasn’t exploded sooner,” he said. “It seems like we’re kind of on the precipice of that unfolding before our eyes.”
What is cold-pressed juice?
Cold-pressed juice is the latest trend in the juice craze. A hydraulic press using thousands of pounds of pressure extracts liquid from fresh fruits and vegetables.
Harvard Women’s Health Watch found that since the cold-pressed juices are served fresh, they retain more minerals and vitamins.
The 12-ounce juices are created from recipes Whitener developed from organic produce, and the full menu should roll out next week. The drinks are less than $8 a bottle, which he crafts in small batches to keep options fresh.
When his dream of a standalone location comes to fruition, he plans to serve other healthy foods to-go, like snacks and salads.
To order a juice for delivery, visit juiceologyorganic.com.
Reach Brinley Hineman at [email protected] and on Twitter @brinleyhineman. To stay updated on Williamson County news, sign up for our newsletter.
