The Bklyn Juice Company Opens, And The Passionate Owner Tells Us Why

Owner LJ LaValle is sitting in a comfortable chair next to the counter at The Bklyn Juice Company, which had its soft opening on August 19 at 75A 5th Avenue (between Prospect Place and St Marks Avenue). He’s the picture of health, and the bass guitar behind him doesn’t look out of place at all.

But talk with LaValle a little bit and you’ll learn that it hasn’t always been this way.

“It was junk food city for me,” explains LaValle, who used to run a messenger company in Long Island. “Most people who drive for a living usually eat quickly prepared food — Micky D’s, bacon, egg, and cheese sandwiches from the deli, and many stops at Dunkin’ Donuts, 7-Eleven, and Starbucks.”

LaValle changed his life around by dropping 60 pounds, and eating all raw and organic foods. “It’s been a passion of mine for seven years,” adds LaValle. And along with co-owner Jerry Reilly, The Bklyn Juice Company looks to be just the right place for LaValle to work on his passion.

The decor of the interior possesses both warmth and whimsy. The new counter is made from a former bowling alley, and much of the wood used to create some interior elements came from the former Bayside Fuel Oil company in Williamsburg.

LaValle has already developed the same warmth with some early customers.

“I had a few customers come in and they asked about ingredients and had their preferences. So we named a few drinks after them,” explains LaValle.

So if you plan on ordering the Bella Banana (strawberry, banana, and coconut, $8) or the Kira Kale (kale, banana, strawberry, cherry, bluebery, coconut water, and chia seeds, $8.25) you’ll have Bella and Kira to thank.

Speaking of the Kira Kale — it comes highly recommended. You taste the fruit in it far more than the kale, but the flavor is softened by both the kale and coconut water.

The Coco Mocha ($9) is a mixture of coffee, cacao, chia seeds, avocado, dates, vanilla, almond butter, coconut water, and Himalayan salt. The texture is creamy and the chocolate is subtle. The drink is light but filling.

“I want to create some crazy inventions,” says LaValle. “If you have something in mind, just tell me about it and we’ll give it a try.”

LaValle hopes for the entire concept of what we consider healthy to change. “There shouldn’t be a need to call food ‘organic.’ It should simply be that way,” says LaValle.

The store will be holding a grand opening in a few weeks, “which will feature vegan desserts,” adds LaValle.

Despite his new lifestyle, LaValle doesn’t forget his more unhealthy days. “I put 75,000 miles in one year on one of my first vehicles — a Chevy Blazer that I used for deliveries. I was driving about 250 miles a day.”

When we stopped in, we sipped our drinks while listening to The Modern Jazz Quartet and Dave Brubeck. It felt like a far cry from late-night hours driving around Long Island.

The Rundown: The Bklyn Juice Company
Where: 75A 5th Avenue (between Prospect Place and St Marks Avenue)
Phone: 718-280-1650
Hours: Mondays-Saturdays, 8am-8pm; Sundays, 10am-8pm