Holding space for these mixers has been such an incredible privilege. Each gathering fills my cup and renews my spirit, reminding me of the power in creating spaces where women come together to share, inspire, and uplift. Facilitating community events centered around women, business, and the strength of our stories brings so much meaning to my work at Florra.
Last week’s mixer with Katelin Slifer of Juice Co. was especially inspiring. The energy was vibrant as Katelin shared her story, walking us through the passion and purpose behind her business. We connected over shared values, exchanged wisdom, and found encouragement in one another’s journeys. Moments like these remind me why I love building this community: it’s more than just networking—it’s about building relationships and supporting each other’s dreams.
I'm thrilled to share highlights from my interview with Katelin, where we delve into the origin story of her business, her journey in balancing work and motherhood, and the passion that keeps her inspired after nine years in business.
Thuy:
Every business has an origin story which tells us a lot about the business's values and vision. Can you tell us your origin story?
Katelin:
I started Juice Co. nine years ago from an idea that had been brewing for a couple of years. I worked in Silicon Valley for about 10 years in a totally different avenue—not food—doing marketing for an asset management company. I really plateaued at that small company; I loved my work, but I didn't see growth for myself. It was a pivotal time, and I knew I wanted a family.
After traveling a lot and seeing boutique juice bars in places like Australia and D.C., I realized we needed something like that here in Silicon Valley. I would come home from every trip and get on Yelp, searching for an organic, cold-pressed juice bar, and there was virtually nothing. That’s when the idea sparked. We definitely knew there was a demand, and the community response was amazing.
At our first farmer's market, we sold out in about an hour! It was such a beautiful moment to witness people being so engaged with this product that I had just come up with in our kitchen. My margins are very small because I don't cut corners, and that's just not where the money is. But I'm doing this for passion—so that people can think about food differently and experience eating in a way that can taste good, be a magical experience, and also be healing to our bodies. In the very early days, it was hard to have that vision. Now I can see it clearly, but it was a grind—5 a.m. days, in the kitchen by myself, and then I got pregnant with my first child.
Thuy:
You have 3-year-old twin boys and another 8-year-old boy. This store focuses on self-care, and many of our customers are mothers. I believe in taking small moments for self-care, especially when juggling a business and three boys. How do you balance motherhood and business? What practices do you use to nurture yourself and prevent burnout?
Katelin:
This looks different for everyone. I think we all approach it in our own ways. Sometimes, the idea of work-life balance is tough because it can give us the false impression that we always need to have that balance. The reality is, it’s not always possible, and we have to give ourselves grace. For instance, some nights I say, “You know what? I’m making spaghetti tonight,” and that’s okay. Showing our kids that everything doesn’t have to be perfect is powerful. For me, as long as the kids are bathed, that’s a win!
Movement is huge for me, too. If I can’t do anything else, a 20-minute walk is essential. I love running and working out, so those are big parts of my routine. Honestly, I love what I do so much that work often feels like a break for me. When I engage with customers—many of whom are friends—it really fills my cup. I feel so blessed to be doing what I love, whether it’s running the juicer for 20 minutes or making juice. That’s what makes me happy, and I genuinely cherish my passion for the products we create.
Thuy:
One thing that really stood out to me during our conversation is your enthusiasm for your business, even after nine years. What do you believe fuels that passion and keeps you so excited about what you do?
Katelin:
Yeah, I talk about this a lot—it's really about being true to your core values, especially when you’re running a business. Knowing what those core values are and ensuring that everything you do points in that direction is huge. Those values are important to me in my life and shape how I consume and how I spend my time. So, I think constantly checking in with those values and aligning my actions with them is a big part of what keeps my passion alive.
I feel deeply that I won’t compromise on those values. Every day, I focus on aligning the business with what matters—whether it’s sustainability, using organic ingredients, or how we source our products, which is massive in this industry. Buying as locally as possible motivates me and keeps that passion alive.
Thuy:
You mentioned that you've recently started working as a business consultant for restaurants and juice bars. Can you share how that opportunity came about and what your vision is for its growth over the next few years?
Katelin:
Yeah, it actually started pre-COVID when I was approached by a couple of local restaurants looking for help with a wellness component they were working on. Unfortunately, COVID kind of fizzled those projects, so they didn’t come to fruition, but that was my first taste in this industry of being able to give back and help build something new while cross-pollinating those paths.
The cold-press juice industry is actually quite big, encompassing everyone from larger companies like Pressed Juicery and Suja to small mom-and-pop shops like mine. There’s a company called Good Nature, which is the leading manufacturer of cold-press equipment. They started the first cold-press cider press in the '50s, and they’ve done an incredible job of building out the industry as a whole. They have blogs, questionnaires, Facebook groups, consulting, and even JuiceCon events every year where like-minded juice enthusiasts gather to talk about juice.
I got to know the Good Nature team after attending my first JuiceCon and staying connected with them. About two years ago, they reached out to see if I’d take on a few small clients, but they paused their consulting for a bit. This year, the owner called me and said he needed me on some projects. It’s really evolved organically through networking.
I currently have about five active clients and would love to take on more, but with everything going on at Juice Co. and my family, I need to be mindful of my bandwidth. I’d love to expand this aspect later on, especially when the kids are in school. This work really fills my cup because I get to be part of the exciting entrepreneurial phase of building something from scratch while not having to deal with the stress of permits or fire extinguishers not working—thank goodness for that!
Audience:
What led to your decision to open a store, and what was the tipping point for you? Did you feel a sense of urgency to move quickly, or was it more about taking a leap of faith and trusting that demand would match your investment?
Katelin:
It was a bit of both. As an entrepreneur, you're always terrified. You have moments of thinking, “Nobody's going to buy this.” That imposter syndrome is real!
For our brick-and-mortar, we waited two years because we were conservative about it. My husband was particularly risk-averse. I kept saying, “Someone’s going to open if we don’t. We have to be first to market.” We were the first at farmers' markets, so while people knew us, we were still small. I was always pushing for it, demanding, “Show me the numbers!”
Moving to retail was scary, and I made mistakes. Initially, I thought we had to juice every day, which is time-consuming. Now we optimize our production, but it took time to get there.
Luckily, we had built a solid following before opening the store. It’s not just about hoping people walk in; sometimes you have to take a leap of faith and believe in what you’re doing, but it’s essential to have those numbers backing you up.
Audience:
It’s wonderful when everything is running smoothly and falling into place. But during those tougher times or seasons when things aren’t going as well, what motivates you to keep pushing forward? What helps you stay committed and keep going, even when the going gets tough?
Katelin:
Yeah, once I figured out that having mentors in this industry was possible, it really changed everything for me. Early on, I was struggling because I didn’t realize how many people genuinely wanted to help. They would tell me, especially in Los Gatos, that I’d have my ups and downs—some days would be really tough, and then others would feel incredible.
For me, beyond the passion I mentioned earlier, it’s incredibly motivating to see people using our products for medicinal reasons. We have customers who are in cancer treatment, who can’t eat salads but know they need their fruits and vegetables. They come in saying, “I just need something that makes me feel healthy.” Knowing that our products are flooding their bodies with nutrients really keeps me going. I have so many stories like that, and just seeing people rely on what we offer is a huge motivator for me.
Thuy:
Your business relies heavily on networking and collaborations with other brands, which also led you to the consulting side. Can you share more about the importance of networking, meeting new people, and how it has influenced your business and contributed to your success?
Katelin:
Networking has been one of the most valuable aspects of our success. We’re a small, self-funded company without investors, so everything has been built on our own. You need confidence to put yourself out there—I’m not a fan of public speaking, but I never turn down an opportunity if it aligns with our brand.
I’m always looking for ways to stand out in the juice industry and create a positive perception among our customers. People love to see momentum, and that drives them to want to be involved. Networking keeps that momentum going; you just have to embrace it—fake it till you make it!
I genuinely enjoy collaborating with other businesses and engaging with customers. Talking about our products allows me to learn and understand consumer motivations better, which is essential as we plan for growth. So, networking is absolutely key!
Thuy:
This is the last question. For many of us here, whether we're launching new businesses or are already in business as I am, or getting ready to put something out there, what’s the best piece of advice you could share?
Katelin:
I think the best advice is recognizing that, even when we feel that imposter syndrome, each of us has something unique to offer. It doesn't matter what we're doing—whether you're a business owner or a stay-at-home mom—no one can replace you. I was talking to a new juice bar owner about this recently, and the whole competitor issue came up. I reminded them that others can try to duplicate what you do, but they can never truly replicate you.
Having that confidence and staying focused on your core values brings so much clarity to your journey. It helps block out the noise, whether it's self-doubt or what others say.
Remember, you're on this path for a reason, and no one can do what you do. They can try to create a similar story, but they won’t build what you have.
It’s tough, though—I’m not a person who enjoys talking about myself, and I’m not self-centered by nature. But it's crucial to remind ourselves that nobody can make the connections we do. So, at the end of the day, just be confident!
Our conversation with Katelin highlighted the heart and hustle behind her journey as a business owner. From her humble beginnings at the farmer's market to running a thriving juice company, Katelin's story is a testament to the power of passion, resilience, and authentic connections. She reminds us that, despite the challenges we may face, staying true to our core values and embracing our uniqueness can create a path to success.
Whether you’re navigating the complexities of entrepreneurship or balancing motherhood, I hope Katelin's insights inspire you to trust yourselves, seek support, and recognize that your individual contributions are irreplaceable. Her journey encourages us to forge our own paths with confidence and conviction, reminding us that we each have the power to make a meaningful impact in our communities.
Florra Mixer Recap: A Refreshing Interview with Katelin Slifer from Juice Co.
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