Five Minutes with: Jonathan Lee


A quick interview with Jonathan Lee, general manager of Misobo (formerly known as Lovejuice) by MiNDFOOD.

Launched in New Zealand this year, “Misobo” is an amalgam of the first two letters of the words mind, soul and body.

What’s the philosophy of your vegetable juice?

The benefits of good nutrition are amazing, both in the long term and for the enjoyment of life right now. We all know the “five-plus fruits and vegetables per day” maxim, but who has time? Instead, we tend to rely on quick fixes that are lower in nutrient value and contain an increasing array of additives. Misobo is a return to nature and simplicity.

There’s absolutely nothing in the juice but premium-grade produce: spinach, carrot, celery, parsley, ginger, fennel, red cabbage, mint, cumin, apple, cucumber, beetroot and broccoli. Our aim is to provide a vegetable juice that, first, is high in beneficial nutrients such as vitamins, minerals, antioxidants and phytochemicals and, second, tastes great – not the other way round.

Is the juice certified organic?

Not at this stage. In New Zealand we don’t grow enough organic produce to cope with the demand for juice. Ideally, we’d love to use organic produce, but we can’t access enough of it. We regularly test for pesticide residue in each of our juice blends and our tests have been consistently negative.

What makes the juice healthy?

Vegetables are good for you, particularly raw vegetables. Misobo juices are packed with nutrients that are naturally occurring in vegetables; in juice form the body easily absorbs them.

The 250ml bottle contains the equivalent of four or five serves of fresh raw vegetables. Our special slow-juice process extracts the juice without heat or friction, keeping alive the delicate phytonutrients in raw vegetables that are used in the body.

For how long does the juice stay fresh?

The juice has a shelf life of four days. However, given there are no additives, and that plants have their own enzymes that cause the juice to break down, we recommend you drink it as soon as possible to reap the benefits of the enzymes and nutrients before the juice starts to break down too much. It’s also important to keep the juice chilled.

What’s your food philosophy?

You are what you eat. Good nutrition has such a positive influence on your outlook.

What’s your favourite juice, and why?

They change constantly, but my current favourite is the carrot, celery, fennel and ginger combination, for its vibrant colour and zingy taste. Fennel is a particularly good health boost in juices.

What’s your daily mantra?

Life is a series of moments in time. Each one should be cherished and enjoyed, as they will never be repeated.

For more information visit the Misobo website.



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