With the healthy food industry in full bloom, new healthy food spots are emerging all over London, not to mention in other major cities. I’ve been seeing how in the last couple of years there have been many juice shops, healthy food cafés and restaurants opening in London, ranging from vegan, vegetarian and raw cuisine, as well as businesses that cater to delivering healthy meals and juices to your door step. It’s amazing to see how much this industry has prospered in the last few years and living in a city that offers such variety when it comes to healthy living, motivates and inspires me. It’s usually when I leave London and go back to my motherland, Spain, that I miss being able to get a fresh cold-pressed juice or relax at a café that serves delicious and nutritious food. Even buying all my essential superfoods becomes trickier when abroad. That’s why, when I found out that Madrid had opened its first cold-pressed juice shop, I was really excited and curious to find out more about it.
Not only does Fit Food offer a wide selection of cold-pressed juices, to pick-up in store or have them delivered to your door step, but they also provide a selection of healthy breakfasts, sweet treats, supplements such as maca powder, baobab powder (from my favourite brand Aduna), acai powder, and many other superfoods. It was about time that the Spanish capital brought a health haven for all those people who are either pursuing or passionate about leading a healthy lifestyle.
Without a doubt, their shop does not go unnoticed. Their large windows give you a sneak peek of the shop’s interior, inviting you to go in to get a closer look. The warm decor, with wooden walls throughout and small details that make you feel that you’re in an organic environment are what makes the shop truly special. The mural covered in plants is what really stands out, and lets not forget about the wide display of juices.
Seeing that Fit Food is a new concept store in Madrid, I was excited to interview Goda Karosaite, the CEO of Fit Food to get an insight on their brand and how she and her business partner Iñigo Pan de Soraluce, got inspired to open their shop.
How did Fit Food come about?
I was always interested in a healthy lifestyle, and there weren’t any cold-pressed juice bars in Madrid, therefore we saw a niche in the market, and decided to bring Fit Food to Spain. We knew there were people in Madrid who know about such products and are looking to buy them.
The concept of detoxing is relatively new in Spain, how is Fit Food integrating in Madrid?
So far, so good. Fit food has had a successful integration in Madrid and we are looking forward to growing and offering our products to more and more people.
How do you educate your customers on nutrition and leading a healthy lifestyle?
We don’t only sell cold-pressed juices and detox packages, but we also offer our customers a wide variety of other products, such as superfood smoothies, acai bowls, raw deserts, all which are dairy and refined-sugar free. Everything in our shop is plant-based, gluten-free and vegan.
Additionally, we have a section of the shop dedicated to supplements such as chia seeds, maca powder, acai, hemp protein, and baobab. All of our products help you maintain a healthy lifestyle once you leave the shop or once you finish doing a detox. In addition, we have educational books and other materials that help our customers learn how to maintain a healthy lifestyle.
How would you define a regular Fit Food customer?
A Fit Food client is really anyone who wants to feel better and be healthier. Our client is one who either wants to take care of himself or herself or one who already does so and knows the importance of nutrition for a healthy, active life.
London and the US are very advanced in this industry; have you taken inspiration from foreign markets to create your business?
Yes, the idea comes from the US, since I lived there for many years. I constantly attend fairs, talk to nutritionists to keep up to date with what is new in the market, what is healthy, what new products we can bring to our customers in Spain, and so an and so forth.
It’s a constant work in progress and we are always working to find new products, new juices, and expanding our menu. That is why soon we will also offer our customers salads and sandwiches but even they are going to be different from any sandwiches people are used to eating in other places in Spain.
Many of the products you sell in store come from England; do you see London as a future target?
We have many products from England, because they are the highest quality. However, for now we are not considering London as our second target, at least for now we have other plans ahead.
How have social media platforms like Instagram and Facebook helped your business?
Social media helps us a lot in educating our customers and informing them about how our products are different from any other ones on the market. It helps us explain that we are the only ones in Spain that make our juices fresh daily, do not process them in any way, or add anything to them in order to prolong their shelf life. We guarantee that our clients get the highest quality products. Social media definitely helps to differentiate us and to keep in touch with our customer’s daily and to create a relationship with them.
Do you think that this industry has the potential to expand throughout Spain?
I think Spanish people are becoming more and more aware of the importance of leading a healthy lifestyle, and it is constantly growing, so yes, I think it is a good market. People are interested in the way they look, having healthy hair, glowing skin, loosing some weight, and feeling more energetic. I believe the number of such people is always growing, because in the end, how you look on the outside is a reflection of your inner health.