How Nekter Juice Bar is breaking away from the pack in a crowded segment

Alexis Schultze Parra became a fan of juicing as a California mom and yoga enthusiast before she co-founded Nekter Juice Bar 13 years ago. The healthy fast casual has since grown to over 300 locations, and in her role as chief visionary officer, Parra oversees culinary, supply chain, marketing and more. Although Nekter has a large core customer base for its convenient, nutritious and functional juices, smoothies and bowls, she is exploring new ways to grow this audience beyond the health-conscious consumer. Recent collaborations with beauty and gaming brands have created innovative menu items and attracted new users, she said. Listen as Parra describes how she is evolving the menu to be both fun and functional, how she maximizes her role as a female leader through mentorship and her plans for Nekter in the year ahead.