JUICER POWER. PINK PLANET.
At JOE & THE JUICE, sustainability is part of our Nordic origin, our daily operating system, and our commitment to the future. We’re building more than made-to-order juices, coffees, shakes and sandwiches – we’re inspiring a life where great taste, health and impact go together.
Born with purpose in Copenhagen and grown globally with intention, our mission is to: NOURISH PEOPLE GLOBALLY TO EMPOWER A HEALTHY LIFE. We create fresh and functional food and drink to fuel body and mind, bringing the unique JOE & THE JUICE experience to guests across the world. Although there is still progress to be made, we are actively working to integrate sustainability into our bars - for our Juicers and for the planet.
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JUICER POWER
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PINK PLANET
JUICER POWER
OUR CULTURE
Ever since JOE & THE JUICE started with a single bar in Copenhagen, we have focused on putting our Juicers first. We believe in creating a meaningful workplace that creates opportunity for connection, career growth, and building community. Our made-to-order products bring an energy to our bars and creates a fun and collaborative working environment for our Juicers. We invest in Juicer energy though programmes, such as our global Show Off for Juicer skills, as well as featuring Juicers in our bar design through our Share Your Moment programme.
We know our customers appreciate our culture and unique vibe when they visit our bars.
Read more about the JOE& THE JUICE Culture here.
WE ARE NOT JUST EMPLOYEES, WE ARE JUICERS
At JOE & THE JUICE, being a Juicer is more than a job title - it represents a shared culture of energy, creativity, authenticity, and community. We recognise the importance of attracting, developing, and retaining talent of all genders, nationalities, races and backgrounds, without bias or prejudice. Our Juicers bring a unique combination of energy, creativity, passion and edginess to their craft. From our origins as a small chain of juice bars in Denmark, we have grown to over 472 bars in over 20 countries, and with it have expanded the diversity of our workforce to better reflect our communities and guests.
- Current gender composition across our global workforce in 2025 is 56% female and 44% male.
- While only 8% of leadership roles are currently held by women, we are actively increasing diversity in our leadership positions. Our goal is to grow our female-identifying leaders to 24% by 2028.
- We currently have no self-reporting on non-binary, or racial diversity due to GDPR privacy regulations.
THE PINK STANDARD
At JOE & THE JUICE, the safety of our employees and guests is one of our highest priorities. In 2025, we developed and launched the PINK STANDARD, which is our safety management system.
It recognises and incorporates the legal requirements of the countries in which we operate, and forms an integral part of our day-to-day operations. We have a comprehensive suite of digital checklists to record necessary daily, weekly, monthly and quarterly checks to support compliance. The purpose of the Pink Standard is to support JOE & THE JUICE’s goal of ensuring the safety of our guests and Juicers.
BUILDING COMMUNITY
We believe that our JOE & THE JUICE sandwich, juice, and coffee bars should be more than a refueling pit stop, and rather a place where community thrives and passions meet.
We support numerous community organisations with financial and product donations and create wellness programme events and activities in our bars like yoga, running, alcohol-free DJ sessions, breathwork and fitness activities.
- JOE & THE JUICE has supported non-profits including Kræftens Bekæmpelse and Muskelsvindfonden, as well as Børnefonden.
- We support community-based running clubs globally.
- We launched Burning Soles, a 5km running club concept which turns city streets into shared experiences and friendly competition into lifelong connections. The events welcome runners of all levels. Post-run gatherings feature free juices and live DJs. Currently active in Copenhagen, London and New York, we are expanding this concept to more locations globally.
Pink planet
OUR CARBON FOOTPRINT
Our goal is to bring better-for-you, plant-forward products while minimising our impact on the planet. For JOE & THE JUICE, the biggest emissions relate to the purchase of goods and services, which means that our greatest climate impact is in the fresh fruit, vegetables and other ingredients that our Juicers serve our guests every day. Across our sandwiches, salads, juices, shakes and shots most of the ingredients comprise fruit and vegetables.
While we have made great progress in measuring our emissions, and we know that there is much more we can do. Understanding our environmental impact is the first step towards reducing it. This enables a science-based approach to mapping and addressing our greatest environmental impacts.
Together with Persefoni, a world leader in carbon accounting and sustainability management, we are capturing and measuring our carbon emissions data across our operations and are continuously refining and improving our methodology.
Energy
We recognise that electricity is essential to addressing global climate challenges. The largest part of our electricity consumption is from our bar operations and the construction and refurbishment of our bars.
Within our bars, we rely on power for operating our blenders, centrifuges, fridges, coffee machines, and other kitchen equipment. We regularly explore more energy-efficient solutions to reduce our overall electricity consumption.
When designing new bars or refurbishing existing locations, we focus on energy-saving measures such as installing efficient lighting.
Across our company-owned and operated bars worldwide, we prioritise procuring electricity from renewable sources where feasible.
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RECYCLE AND REUSE
JOE & THE JUICE has been migrating to more recycled materials in our operations, including the following:
- Recycled paper bags and sandwich boxes
- Wooden cutlery
- Cardboard straws
- 40% recycled plastic juice cups
We strive to reduce virgin fossil-based plastics and transition to lower-impact alternatives to help lift the supply of food-grade recycled materials. We continuously explore and experiment with alternative packaging solutions, including biodegradable and compostable innovations.
ANIMAL WELFARE
While JOE & THE JUICE has a plant-forward menu with several vegan and vegetarian options, some of our customers' favourite sandwiches include animal-based ingredients. We will continue to bring tasty plant-based choices to customers while being committed to continuous improvement in animal welfare. We consistently strive to ensure that all our franchise partners adhere to our global animal welfare commitments.
CHICKEN
We have partnered with the European Chicken Commitment (ECC) and Better Chicken Commitment (BCC), who work with companies in the food industry to improve the conditions and environments for chickens (details HERE).
Our goal is to meet the standards of the ECC commitment across company owned and operated bars by 2026. We continue to collaborate with our suppliers to reach this goal. While we did not meet our initial target of implementation, we are working diligently to meet our 2026 target. (Learn about the status of our efforts HERE).
Eggs
100% of all products containing eggs in our company owned and -operated bars globally are cage-free. This commitment extends to all JOE & THE JUICE branded products.
Franchise markets including Iceland and Canada already have cage-free eggs on their menus. We continue to work with suppliers and franchise partners to transition to 100% cage-free eggs across all of our franchise stores by the end of 2025.
MILK ALTERNATIVES
We offer a variety of plant-based milks in our coffee drinks and smoothies, including oat, almond and pea milk.
SPECIALTY COFFEE
At JOE & THE JUICE, we serve only the highest quality specialty grade coffee.
We work with leading local roasteries that are passionate about coffee, know their craft, focus on sustainability, and build and maintain relationships with trusted coffee farms around the globe. Our partners import and roast 80+ grade Arabica coffee for our menu.
Scroll down to read more about some of our partners:
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SPECIALTY COFFEE
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Climpson & Sons: B Corp certified since 2023. Over 90% of coffee comes from suppliers they have worked with before.
Counter Culture: B Corp certified since 2020. Founded with the mission to provide transparency from seed to cup in all aspects of their business with the publication of an annual transparency report since 2009, and 85% of suppliers which have been with them for five years or more.
Nord Roastery: 100% organic coffee, in CO2 neutral packaging that gives back to local communities.
BalCk Coffee: Commitment to promote justice in the coffee industry through fair working conditions, dignified compensation and equal opportunities for all individuals involved in the supply chain.
StooKer Speciality Coffee: B Corp certified since 2022. Working toward reduced inequality, lower levels of poverty, a healthier environment, stronger communities, and the creation of high-quality jobs with dignity and purpose.
Belleville: Committed to long-term collaboration with our exporters, importers, and producers, conducting farm visits to harvest locations.
CYPHER ROASTERY: Committed to the promotion of fair trade practices across the bean life-cycle with an emphasis on quality, transparency, consistency and social responsibility.