Alright – so today we’ve got the honor of introducing you to Ishmael Hall. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Ishmael, thanks for joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

Eden Juice & Smoothie Bar was birthed out of a desire to improve the health and wellness of my community. Born and raised in Bushwick, Brooklyn, NY I was surrounded by fast food and junk food. From the local bodegas with all your favorite cakes, chips, cookies, and juices for $0.25 to the chicken spots and Chinese restaurants where you could get four chicken wings and fries for $2.50. Remember to pile on the ketchup, hot sauce, and BBQ sauce. We had the local McDonald’s, Burger King, and White Castle, which always seemed filled with neighborhood residents. I didn’t grow up seeing fruit and vegetable stands or foods that weren’t deep-fried in oil. While there were one or two in a 20-block radius, supermarkets didn’t have a great selection of healthy foods or fresh meats. Without the availability of healthy options, we made do with what was in the area.

As I grew up and began to venture outside of Bushwick, I noticed the restaurant options and overall food options would change. There seemed to be better options in neighborhoods that didn’t look like mine- predominantly people of color. This would frustrate me, and I would always wonder why. Fast forward a few years, more grocery stores and restaurants would pop up, but then I noticed the prices seemed to increase. Why would it cost more to eat better? I then saw a trend: health and affordability didn’t often go hand in hand.

This is what birthed Eden in 2020. My wife and I grew tired of statistics like heart disease being the number one leading cause of death in people of color. With a bit of research, we realized that embracing a lifestyle of healthy habits plays a crucial role in reducing the risk of heart disease. We can protect our heart health and minimize potential complications by eating nutritious meals, snacks, fresh fruits and vegetables, and reducing processed foods. A diet rich in saturated fats and trans fats can significantly increase the likelihood of heart disease. It was time to improve our community, and it was our job to do so. If we couldn’t find healthy and affordable options in our neighborhood, we would build it.

Ishmael, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I got my first job in Bushwick through NYC’s Summer Youth Employment Program, working at The Salvation Army’s Bushwick summer day camp. It was here that my passion for working with youth and teens from my community struck. This love stayed with me and brought me to the NYC’s school system. I started working for Charter Schools across Brooklyn shortly after that. Initially working as a Technology Director and then Operations Manager, I couldn’t help but notice that there weren’t many teachers in these schools who looked like me. The student body population however was 96% students of color. This took me on a journey through time where I had the alarming revelation that I didn’t have my first black male educator until I reached my senior year of High School. I thought, could this be possible? As I began to immerse myself in education and the issues that plague the school system, I discovered that black male educators accounted for 2% of all educators nationwide. This led me to notice gaps in educational experiences for children of color in inner-city schools. And I was going to close those gaps.

I transitioned into the classroom, where I taught core subjects to 1st graders and ELA to middle school students. Quickly noticing my ability to connect with students, I was promoted to Dean of Students, where I served for many years. Not wanting to get stuck under this glass ceiling, I shifted to Dean of Academics and School Leadership. This ultimately landed me in an Education Consultant position where I coached and developed Instructional Leaders and School Building Leaders across the country.

Although excelling in my professional career, the desire to impact my local community in tremendous ways remained. Taking a hiatus from Consulting, I refocused myself on my community. After three successful years of managing a virtual store catering to health-conscious individuals searching for convenient and nutritious options, we embarked on a mission to find our permanent home in Bushwick, Brooklyn, where we’ve historically faced challenges in accessing affordable, high-quality, and nutritious foods and beverages.

Our commitment to the community is unwavering. By sourcing our produce locally and employing residents from our neighborhood, we prioritize sustainability and became a beacon of light in Bushwick. We take pride in actively participating in the community, and contributing to its growth and well-being. We partner with several organizations to maximize our impact on our community, including NYC’s Summer Youth Employment Program, Clothed With Love, INC, Farragut Stakeholders, Workforce 1, Live & Move Wellness, Coalition for Hispanic Family Services, and Exalt Youth, to name a few.

Let’s talk about resilience next – do you have a story you can share with us?

Opening my first location was one of the hardest things I’ve had to do. Having done extensive market research, I knew that I needed to open in the summer season. Smoothie and Juice sales are much higher in the summer and drastically lower in the fall and winter seasons. Several delays, including construction, budget, and personal setbacks, pushed us away from our anticipated summer opening. The most challenging setback came with the passing of my big brother, who left us suddenly. This loss left a gaping hole that can never be filled. This left me experiencing grief that completely crippled me. With no desire or drive to open anymore, I canceled the opening. Friends, family, and loved ones continued to reach out and offer their condolences, letting me know that everyone understands and that I should take my time returning. They assumed I just needed time. Little did they know I was planning on returning the keys to the landlord and returning to what was familiar and comfortable: education.

More than a month after laying my brother to rest, I found myself wondering if I was honoring his legacy and memory by quitting. The answer was no because my brother was far from a quitter. Not only was he not a quitter, but he was one of the strongest people I’ve ever known. So much so that his nickname in the carpenter’s union was “Rockstar.” And this was how I would honor him- by persevering through and naming a special menu item after him- Rockstar. This immune-boosting shot has orange, pineapple, onion, garlic, ginger, lemon, honey, and turmeric. All the ingredients you need to keep your whole body strong. And with that, I found the strength to go on and open.

Can you tell us the story behind how you met your business partner?

I have the privilege of having the most incredible co-founder EVER. Not only is Deborah my business partner and co-founder, but she is also my life partner and college sweetheart. We first met while we were both pursuing our undergraduate degrees from CUNY’s John Jay College. Although we weren’t able to see into the future, we knew that our paths crossed and aligned for a reason. Six years after meeting and dating, we were married and beginning our journey to forever. Shortly thereafter we were giving birth to our first son, Preston. Deborah has supported my wildest and most crazy ideas, so when I told her I wanted to start a Juice & Smoothie bar she immediately jumped into action to help lay the foundation for what you see today.

Contact Info:

• Website: www.edenbar.org
• Instagram: www.instagram.com/eden_smoothie_bar
• Facebook: www.facebook.com/eden_smoothie_bar
• Linkedin: https://www.linkedin.com/company/eden-smoothie-bar
• Youtube: https://www.youtube.com/@EdenJuiceSmoothieBar

Image Credits
Left Leg Productions, RdotVisuals, Monestine Media