Long-time juicing devotee Eric Helms founded Juice Generation in 1999. His mission: Create a friendly, accessible juice bar where New Yorkers of all lifestyles, ages, and dietary backgrounds could experience the energizing effects of fresh, raw juices made with premium ingredients—conveniently and affordably.
Eric began by opening a small juice bar in New York City's Hell's Kitchen, where he got to know his customers' needs, preferences and health stories from the best vantage point possible: behind the counter, serving the pioneering members of New York's "juice generation."
Today, Juice Generation continues to deliver on Eric's original mission, expanding across Manhattan (10 stores and counting!) and in the process, leading not just a juicing but a lifestyle movement—one that supports healthier, greener options. Eric leads a citywide team of devoted juicers and can often be seen sharing his juicing expertise on local and national media.
Juice Generation remains a local and independently owned business. In an effort to make our healthy juices available to more people, Eric co-founded Cooler Cleanse with Salma Hayek in 2009, which delivers detoxifying juice cleanses and raw food meals nationwide.
Eric is currently writing his first book on juicing to be published by Simon & Schuster. Juice Generation: coming to a bookshelf in your apartment in early 2014.