By Callie Daniels Bryant

A Mississippi-founded juice and smoothie bar that recently opened in Oxford is taking refreshing, energizing nourishment to a new level.

JUVA, which prides itself on providing the freshest, most nutrient dense products to nourish the mind, body, and soul, produces its juice in Starkville, within its company owned cold-pressing juicery.

Cold-pressing is an intricate process involving a hydraulic press which is used to extract enzymes, vitamins, minerals and phytochemicals from fresh fruits and vegetables.

With locations in Starkville, Columbus, and Tupelo, JUVA recently expanded its footprint to Oxford, locating at 1801 West Jackson Avenue in the Highland Square shopping center.

JUVA has been a 13-year journey by Justin Mitchener, the founder and CEO of the cold-pressed juice and smoothie bar.

“We actually first got started when I created the world’s first smoothie vending machine,” Mitchener said. “I opened the original storefront as an additional driver in my pursuit to finish the machine. The machine was the genesis of the JUVA we all know and see today.”

In effort to truly create a healthier smoothie, Mitchener turned to the food science laboratory at Mississippi State University. After much deliberation and countless hours of research, JUVA’s finished product resulted in smoothies containing 40 percent fewer carbs, calories and sugars than its primary competitors within the industry.

“I can honestly say we exceeded every expectation I had set for us,” said Mitchener.

The general manager of JUVA Oxford, Kyle Ryan, supports Mitchener’s passion.

“I’ve always wanted to use my business background to help people, promote goods, and serve the community,” he said. “I feel good about the products we are selling and offering to our customers.”

JUVA of Oxford has 25 drinks across three categories. Mitchener’s favorite smoothie is “Kale Yeah,” a hearty combination of banana, sunflower butter, kale, and almond milk. A favorite among all JUVA locations is the Thrill of Brazil with peanut butter.

Ryan added that JUVA employees can help customers personalize their smoothies based on their health needs.

“If you need energy, we’ll help you get there,” Ryan said, “JUVA comes from ‘rejuvenate.’ That’s our mission – to rejuvanate and educate every customer about our healthy goodness and the positive effects it has in their lives.”