It began in San Diego with Annie Lawless and Eric Ethans. Annie, a self-made juicing expert and Eric, a raw food chef, created their own juices at home. Then, along with James Brennan, a successful San Diego entrepreneur and Jeff Church, founder of Nika Water, they formed Suja Juice, aiming to create the best organic, non-GMO juice possible. Healthy Brand Builders was crucial to helping create the buzz around the investment process, bringing in players like Presence Marketing and OmniPresence, their investment fund, along with Boulder Brands and other private family offices and industry-aligned individual investors, Suja became a $19 million brand in just one year. The brand’s passionate fans were practically raking bottles into their carts, spending $60 to $159. at a time. It was clear the company would need a second production facility to create the juice on the east coast. There are now three distinct lines: Suja Classic – the original success, Suja Elements and Suja Essentials. Each competes quite well in its unique segment helping Suja become a $100 million brand. Suja has grown quickly to become the largest in its category. With guidance from Healthy Brand Builders, Suja was able to work with Coca-Cola to attract an initial $90 million investment in the company, with plans to complete the acquisition with two additional equal investments.