Born and raised in Palos Verdes, he has followed an extremely healthy and active lifestyle from an early age. In his 20’s, he became ‘too busy’ and was always on the go, never having time to cook a meal or prepare food, and smoothies became a way of life for him.
When the coconut craze hit, he discovered that coconuts were a great source of nutrients and benefits, and he always wondered why the full coconut meat was never included in coconut drinks. He started cold blending coconut water and coconut meat in his vitamix blender, eventually giving birth to the Genius Juice formula with coconut milk.
Alex has persevered through a lot. Now, in over 400 stores, he is ready to take it to the next level: