It’s essential to acknowledge the profound roles two extraordinary individuals played in the success of Juice Press: Fred Bisci and Kenny Dichter. Fred Bisci (left) taught me the science of fasting and nutrition, helping me cut through all the noise and get straight to the truth. Kenny Dichter (right), one of the most brilliant "wordsmiths" in entrepreneurship, was the first investor in Juice Press in 2011.
Fred Bisci
In 2010, as I opened my first East First Street store in NYC, I had the privilege of meeting Fred Bisci—a man of genuine humility and kindness. What started as a casual encounter, with Fred seeking juice recommendations, evolved into a mentorship that profoundly transformed my life and my understanding of nutrition.
From our very first conversation, Fred dove deep into my ingredient choices and organic suppliers, quickly grasping my nutritional philosophy. His validation of my approach was encouraging and set the stage for an enduring mentor-student relationship.
Within a week, Fred returned, having explored my website, ready to share his vast knowledge. He introduced me to the science of nutrition and fasting, discussing everything from cellular health to abstract philosophical concepts about the human body. His insights ignited my curiosity and inspired me to document every enlightening conversation we had.
Fred became a guiding light, helping me address even the most challenging questions from customers. His counsel, often aligning with my doctors’, surpassed their meat-centric paradigms. He taught me that true health isn't about loading up on supplements but about removing harmful elements from our diets—a simple yet transformative truth.
This shift in perspective refined my understanding of nutrition. It helped me embrace the idea that, while humans can adapt to animal products, we are innately drawn to a plant-based lifestyle. Fred's mentorship also reinforced my belief in compassion as a core principle of dietary choices, even as I strive to avoid taking a moral high ground.
Over the past 14 years, Fred has been an invaluable mentor and a paternal figure in my life. His lessons have guided me to question conventional wisdom and embrace simplicity and exclusion in my nutritional philosophy. His influence has not only shaped my personal journey but also my commitment to helping others.
Kenny Dichter
Kenny Dichter, the first investor in Juice Press, is not only a savvy businessman but also the greatest promoter I’ve ever met. A hands-on marketing genius, Kenny has founded game-changing brands like Marquis Jet, Wheels Up, and REAL Sports, leaving an indelible mark on the entrepreneurial world.
Kenny has an unparalleled ability to craft compelling narratives and slogans, making him one of the most clever wordsmiths I’ve ever encountered. His energy and vision were instrumental in propelling Juice Press forward, and his relentless drive inspired everyone around him.
Working with Kenny taught me the power of storytelling in business and the value of aligning vision with execution. He remains an invaluable figure in my professional journey and someone I deeply respect for his unmatched creativity and marketing prowess.
Concluding Thoughts
This journey has been enriched by the wisdom and guidance of people like Fred and Kenny, who shaped both my business and personal philosophies. As I continue to grow, I recognize the absolute necessity of daily meditation and mindful practice. No matter what my day entails—whether yoga, walking, or simply pausing to breathe—mindfulness remains the cornerstone of my routine. It keeps me grounded, focused, and constantly evolving, and I hope to inspire others to embrace it as well.
(Photo Above: A snapshot from the opening of a Juice Press store on 59th Street, New York, 2016, featuring Fred Bisci, Marcus Antebi, and Kenny Dichter. Long live Kenny D!)