In 2010, Steve Schulze was working to become a healthier version of himself, just like everyone else. But after learning that the “healthy” juices he was drinking were actually made with additives and fillers, he knew society needed a better option for all the consumers trying to improve their lifestyles. So he began his mission with Nekter to become the “people’s juice;” affordable, accessible, and truly healthy. Now with 100 locations across the U.S., Nekter provides juices, smoothies and acai bowls, all without fillers. For less than $5, people can easily grab and drink 5 pounds of vegetables as opposed to the $8 filler juices offered at what Schulze calls “elitist juice bars.” Schulze points to his people as his best marketing strategy. He says it’s all about listening to what your consumer wants, not what you want, and consistently providing that. With the next generation looking even more intently at healthy options, Schulze is excited to see what’s next.