Over the past decade, we have published four national bestselling cookbooks. We don't keep our recipes a secret because we want to encourage people to eat and drink this way at home too. We believe in sharing what we have learned.

Ruth Tal

In 1990, after traveling the world extensively for seven years, Ruth Tal returned to Toronto intending to attend university. Instead, after being inspired by the growing trend of juice bars and healthy eating south of the border, Ruth created Juice for Life. She dreamed of opening a vegetarian food and juice bar where people would feel accepted and satisfied no matter what their lifestyle or eating preferences. Now, over 20 years later, Juice for Life has evolved into Fresh. With the 4 Toronto Fresh locations well established, Ruth is now able to take the Fresh concept far and wide. In addition to co-owning Fresh with her two partners, she now helps others around the world achieve their own dreams of feeding local hungry patrons looking for veggie options by consulting with them and drawing on her 2 decades of experience in the natural food, juice and vegan/ vegetarian restaurant industry.


Jennifer Houston

After graduating from Queen's University in Kingston, Ontario, Jennifer worked at a pub in Kingston for five years while she tried to figure out what to do next. One day she helped out in the kitchen, and that was the beginning of a whole new life. Within a year she was at George Brown College in Toronto for Chef Training. Right after that she moved to Scotland and worked in a vegetarian restaurant for almost a year. Upon returning to Canada, Jennifer worked a couple of other kitchen jobs, but nothing really captured her heart until she came to work at Juice for Life. She quickly took over the reins in the kitchen, and became a partner in the business. Jennifer now oversees everything food related for Fresh.