The Brazilian Entrepreneur Combines Community and Quality in her All-Natural Juice Bar Franchise
Marcieli Pastorio’s path to launching the Maha Juice Bar franchise had its share of twists and turns, but now that it’s underway, she is going full steam ahead. The passionate Brazilian entrepreneur believes in her brand and all the good it can do. She’s excited to invite others to join her mission of nourishing and enriching communities across the U.S. with a taste of Brazil — offering all-natural juices, healthy smoothies, delicious acai bowls and a welcoming environment.
Pastorio’s upbringing made her perfectly suited to be a franchisor of an all-natural juice bar. Growing up in Brazil, she always had access to fresh fruits and juices and took it for granted. But when she came to the U.S. in her early twenties, she was appalled by some of the juice offerings. “Many companies add chemicals and sugar to their juices. That’s just not acceptable to me. At Maha Juice, we don’t compromise quality. We don’t use powders, ice, or chemicals. We don’t cut corners. We have been given nature’s finest ingredients and don’t mess around with that.”
Compromise isn’t a word in Pastorio’s vocabulary, especially when it comes to her business and her beliefs. Her strong convictions come from her mother, who was an entrepreneur in Brazil. “My mom never finished 5th grade but owned two huge supermarkets that became well-known in Brazil. I always saw her fight and go after what she wanted,” she says. “She is my role model.”
An Inspired Journey
Pastorio’s first entrepreneurial venture was a small Brazilian market in Norwood, Mass. In time, she became frustrated with the high overhead and sought better options. On a trip to Aruba with her husband, John, she was inspired to launch a new business with a simpler model. “We were sitting in a very small juice bar when suddenly, I had an ‘aha moment.’ I told John, ‘I have everything to run a business like this; all I need is a juicer and a blender. I am going to open up a juice bar!’ He laughed and said, ‘ok.’”
Pastorio returned from her trip determined to launch an all-natural juice bar and laid the groundwork for Maha Juice Bar. “I researched everything about juice bars, went to all the juice bars around my area and created a menu,” she says. “I maxed out all my credit cards and started The Juice Bar Norwood on May 1st, 2018.”
Entreprenurial Instinct
Pastorio’s instinct to offer all-natural juices was spot on, aligning with the growing trend towards healthier lifestyles. The demand was there in Pastorio’s community as it is worldwide. According to Persistence Market Research, the billion-dollar cold-pressed juice market has grown significantly in recent years and is expected to keep expanding. Enthusiastic customers flocked to her shop, happy to have healthy options, and many became loyal, regular customers.
It didn’t take long for her Norwood, Mass. juice bar to become a local favorite. She knew she was on to something and set her sights on scaling the business through franchising. After some trials and tribulations with the pandemic, a name change, and the launch of a second location, the Maha Juice Bar franchise was born in 2023.
Pastorio strongly believes in trusting her gut. “Every decision I made, every instinct I followed was pivotal to where I am now. When I was in that juice bar in Aruba, and had that ‘aha moment’ to launch a new business, I could have ignored it. Acting on that idea was the most important thing I ever did.”
Now, as the CEO of the Maha Juice Bar franchise, Pastorio knows that she has answered her calling. “I always juiced. My mother always juiced. I think it was just natural for me to sell juices.” The mother of two is excited to introduce entrepreneurship to her two teenage children, Julia and Angelo. She is especially happy to be a role model of female entrepreneurship to her daughter, just like her mother was to her.
Both of her children have been very active in the business, helping after school and on weekends. While she is happy to leave a lasting legacy for them, she wants them to go to college and follow their own dreams first. Julia will start her undergraduate studies at UMass Amherst this fall.
Maha Juice Bar founder Marcieli Pastoro, along with her husband, John Rooney, and her children, Julia (18) and Angelo (15).
Maha Juice Bar and Community Impact
Pastorio is passionate about more than the all-natural juices she sells and the franchise opportunity she’s offering with Maha Juice Bar; she sees the business as a powerful force for good. “Our shop is a community center. We have created a culture where people feel welcome. I believe this business is a God-given opportunity to love, serve and guide people according to Biblical principles. This belief and these principles have proven beneficial to our teams, our suppliers, our customers and our business overall,” she says.
Pastorio firmly believes in the saying, “It takes a village.” She has become a second mom to many of her teenage employees. “This is an impressionable age, and I love that I can be a role model, offer advice, and just be there for them,” she says.
She seeks franchise partners who share her values. In addition to being good leaders, ideal Maha Juice Bar franchisees prioritize health and wellness in their own lives, have a passion for the business and want to make a difference in their communities. “Maha Juice Bar was the first of its kind in the area when we opened our doors. Since opening, we have become more than just another place to eat. We support many groups and organizations throughout the area, so people realize we not only care about the food they eat but the quality of the community in which we live.”
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Article by
Jill Abrahamsen
Published on
May 13, 2024