Two men became fast friends as their respective daughters attended the same school, according to Andy Knowlton, co-founder of Fresh Matters LLC, Santa Fe, N.M. Around 2010, Knowlton and Cedric Chastenet were sitting in Knowlton’s kitchen in Seattle sharing a glass of fresh-made apple juice he had prepared. As they talked, Chastenet remarked about the great flavor of the juice, Knowlton says. In fact, Knowlton recalls a remark about how close the flavor of the juice was to the actual fruit. As they focused on the flavor topic, they realized there was no product on the market that either could think of that provided that type of satisfaction, he adds.
According to Knowlton, this was how Fresh Matters’ ‘tude Juice brand began. The name of the brand is a derivation of two words, attitude and gratitude. The founders believe they have the positive attitudes and desires to provide a quality product that serves the juice market. Gratitude is something the company and its employees share as they seek to give back to their local communities and charities, Knowlton says.