PHOTO: Toms Juice
Blending Fashion and Freshness: A New Zealander’s Juice Journey in New York
On a hot autumn afternoon, I’m on my way to meet Tom Wright, a New Zealander who’s making waves in New York City’s juice scene. Every morning, he cold presses fresh fruit to create vibrant, thirst-quenching juices that have become a go-to for New Yorkers. Tom’s journey began modestly, pedaling his product on a bicycle during the pandemic and delivering orders door-to-door. Today, his juice is a beloved staple in the East Village.
From Humble Beginnings to Popular Staple
Tom Wright’s journey began in the heart of New York’s bustling East Village, located at 75 East Fourth Street. The neighborhood is known for its rich pop culture history—home to iconic bagel shop Russ & Daughters and the iconic setting of Gossip Girl. Initially, Wright began making juice in his own kitchen, relying on a friend’s spare commercial kitchen in the West Village, where he was fortunate to secure seven months of free rent.
When the pandemic hit and many storefronts remained empty, Wright seized the opportunity to move his juice business into a former ice cream shop in the East Village. The shop came with a surprising bonus: a walk-in freezer, which Wright converted into a fridge to store his freshly pressed juice.
Photo: Supplied
Fashion Meets Freshness
Wright’s past as the founder of New Zealand streetwear brands Shark Week and Loop has seamlessly influenced the vibe of his juice shop. The walls of Tom’s Juice are lined with sleek merchandise, bringing a unique blend of fashion and freshness to the storefront.
“I’ve learned so much from those worlds, and it all ties back to Tom’s Juice,” Wright reflects. His background in streetwear has translated into a strong visual identity for his brand, helping him attract attention from fashion houses, restaurants, and producers in New York.
Popular options include watermelon, cantaloupe (rockmelon), pineapple, and pure celery. Photo: supplied
A Rainbow of Refreshing Flavors
Inside Tom’s Juice, customers are greeted by a fridge stocked with a rainbow of juices, each offering a refreshing burst of flavor. Popular options include green blends of apple, cucumber, kale, and lemon, alongside pure shots of ginger and lime. Other sought-after flavors are watermelon, cantaloupe (rockmelon), pineapple, and pure celery.
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Wright’s 8-ounce glass bottles are simple yet sleek, drawing the eye of both consumers and influencers. His juice has caught the attention of film sets, photo shoots, and musicians—rumor has it, André 3000 is a fan of Wright’s beetroot juice.
“As you know, the characters in New York are something else. It’s like a mini movie every day,” Wright says, highlighting the colorful personalities that make his work in the city even more exciting.
Tom Wright has seen huge success in New York. Photo: Supplied
Biking to Success
In the early days of Tom’s Juice, Wright would pedal an estimated 40km daily, hand-delivering juices to customers. Today, he still rides his bike every morning to deliver juice, with additional orders coming through rideshare services. His commitment to personal delivery has not only made his brand recognizable but has also created an authentic connection with his customers.
Growing Distribution and Sustainability
In the past year, Tom’s Juice has expanded its reach, now offering fresh ginger-lime shots to over 350 delis and supermarkets across New York City. Getting fresh products to market was a significant challenge for Wright, who spent over a year perfecting a system to ensure his juices didn’t spoil within a few days.
In line with his sustainable approach, Wright prefers using glass bottles to preserve the flavor of the juice. Additionally, he has implemented a bottle return program, offering 50 cents for each returned bottle. This initiative has been a game-changer, benefiting both customers and businesses he supplies.
“If I don’t get the bottles back, I find that most people use them around the house,” Wright adds with a laugh, highlighting the impact of his eco-friendly efforts.
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The Future of Tom’s Juice
What started as a small, pandemic-driven venture is now a successful and growing brand in New York. As Tom continues to expand his distribution and keep his customers refreshed, his story serves as a testament to the power of perseverance, innovation, and blending creativity with quality.
SOURCE: RNZ