ERIC HELMS

FOUNDER + CEO

Eric Helms, long-time juicing guru and superfood sleuth, founded Juice Generation in 1999 with a big mission: to make fresh, raw juices accessible to all New Yorkers. Fast forward over two decades, and his passion helped grow this brand into a leading lifestyle movement that supports healthier, greener options for people everywhere. Eric has always been on the lookout for the next big thing in wellness—and his obsession with exciting new superfruit ingredients has garnered him national media attention as a trailblazer in this space. He brought mangosteens to the U.S. market from Southeast Asia, secured exclusive rights to import the pitaya fruit from Nicaragua, was first to put the antioxidant-rich aronia berry on the map, and popularized activated charcoal as a detoxifying ingredient in drinks. Eric’s motto: “It’s not just about what you use, but how it’s grown.” As much as he loves fresh ingredients, he’s just as invested in their sources. His dedication has taken him all over the world to put facetime in with farmers—from local kale and spinach farms in upstate New York, to Brazil to see how superberries are harvested for our açaí bowls.