Roots Juice provides nutrient-rich drinks in the Northwoods

Lori Kaye Lodes

Contributor

October 14, 2024

EAGLE RIVER – Wisconsin’s Northwoods brings to mind natural beauty and outdoor recreation followed by fish frys, burgers and other similar fare.

Cortnee Pinski said those in search of organic, natural sustenance need look no further than Roots – The Northwoods Juice Pub.

Roots Juice, as it is better known, is located at 114 E. Wall St. in downtown Eagle River.

Pinski said the cedar-shingled shop offers a vintage vibe and “delicious but nutritious” juices, smoothies, other nutritious drink options and organic drip coffee drinks. 

Roots Juice’s roots, if you will, were as Wise Journey Alchemy, a juice bar housed down the street.

Pinski said she was in the right place at the right time when it came to the business, as its former owner sought to sell when she and her family decided to move even farther north. 

At the time, Pinski said she was in a bit of a transitional mode, working in a nearby retail shop as her summer job.

When she got into a car accident, Pinski said she became a regular visitor to Wise Journey Alchemy.

At the time, however, Pinski said plans were underway to obtain her real estate license.

The night she had planned to take the test to receive said license, however, Pinski said the internet wasn’t working.

The next morning, she said the owner of Wise Journey Alchemy called her and said, “I want you to buy the juice bar.”

After discussing things with her “really nice husband,” Mark, and a friend who worked as a banker, Pinski said she decided to make the jump.

“I just looked at my husband and said, ‘You know me, I’ll work hard and make it work,’” she said.

Pinski said she bought the business in May 2021 – therein changing the name to Roots and committing to being open six days a week (which is significantly more than it had been open previously) – believing that if the juice bar was open, people would come.

“That worked well for us,” she said. “I quit my job, and we had money flowing in right away,” she said. “That first building was only $350 a month, and that was admittedly a great way to start. If I can recommend anything to (new entrepreneurs), it’s to start small.”

The original location, Pinski said, definitely was that – recounting having one main wall, a juicer, two blenders and a refrigerator.

About a year and a half into ownership, Pinski said they removed a wall to allow for a bit more room to work.

Then when a nearby coffee shop closed, Pinski said she offered to purchase the coffee equipment.

A good move for being able to expand the shop’s offerings, but that brought with it a more urgent demand for more space. 

“We were looking around town for another building, and we ended up finding it in the most unexpected way,” she said.

Pinski said her son’s soccer coach owned the building and simply told her one day, “We’re not going to use the building after all, so do you want to buy it?” 

To her, it was just one more example, in a series of examples, of how people in the Northwoods are so helpful and just plain nice. 

“That’s where the banker stepped in and pieced it all together,” she said.

Pinski said it was an undertaking to transform the new space – which required a total renovation and “gut job,” including removing four feet of drop to reveal the beautiful ceilings. 

She said she admits it was a lot of work, but her husband, a teacher, would come to the shop after school and they worked to get the renovation done. 

The resulting space, which Roots Juice moved into last December, Pinski said, is a dream come true.

She said not only does the organic juice pub have plenty of prep and storage space to make its juices, smoothies, espressos and other drinks, but does so in a serene space.

Upon entering, Pinski said guests see a sofa and a high built-in table tucked up against the big front windows.

In addition to an apparel display, she said guests can’t miss the full kitchen, including an area with stools pulled up to the juice bar and an assortment of tables that stretch back into the depths of the store.

Pinski said the walls feature treasures she picked up at thrift shops – conveying a vintage vibe throughout, including the furniture.

In fact, the only new items she said she purchased for the space were the tables. 

Toward the back are some back-to-back sofas next to a little fireplace that Pinski said is a very popular space for visitors, and then a kids’ area with its own play kitchen.
“It’s so nice in here,” she said. “I feel like at least five times a day people walk in here and say, ‘This is such a peaceful place,’ and that’s what I wanted it to be.”

Whole-body nourishment

When she embarked down the organic juice pub path, Pinski said she knew she wanted to deliver nutrients to customers via the organic juices and smoothies.

But she said her goal was to do more than nourish the body, as important as that is – she wanted to nourish the mind, body and soul.

“We’re organic and pure and get as close to the source (for ingredients) to feed the body in the best way because that’s also good for your mind and soul,” she said. “I’ve seen it nourish, heal and help people feel better.”

Buying organic and buying local, Pinski said, are very important – often stocking up twice weekly at Golden Harvest Market, an organic and whole food grocery.

The shop, she said, features a lot of Amish-grown produce, including carrots and beets, and is also a great source for the volume of produce Roots Juice goes through every week.

Pinski said she brings home six to 10 boxes of produce with each trip, a built-in workout, she jokes.

Everything that goes into the juices or smoothies, she said, is organic except the pineapple – as she has not been able to find a good quality, organic pineapple yet. 

Pinski said those ingredients make their way into popular drinks – such as the Coffee Nut, a protein shake featuring banana, peanut butter, dates and a coffee protein, or the Immunity Juice made from pineapple, orange, lemon, turmeric and a “whole blend of goodness”

“That juice is so nourishing,” she said. “It’s great for a juice cleanse that gives your digestive tract a break while still ingesting the dense nutrients your body needs. Because it allows the body to focus on healing, it’s great for people with cancer in particular.”

Pinski said the juices pack a punch.

A 16-ounce serving of the Immunity Juice contains one to two oranges, half a pineapple, two to three carrots and a half lemon, all in one cup.

Pinski said customers can choose to include add-ons to the mix, such as flaxseed, wheatgrass or a list of other ingredients, if they are dealing with a particular situation or just want an extra boost.

Worth the hard work

Pinski said she acknowledges it’s a lot of work to juice, with constant washing and prepping, but she loves it because it’s such a valuable end product. 

“I don’t charge as much on the juices as I probably should, but I want customers to be able to purchase the juice at a reasonable price as it’s so nourishing for their bodies,” she said. “I allow the (margins) on the coffee drinks to help make up for that.”

Comments like – “Roots has become my go-to,” and “Who knew healthy could taste so good” and “I happily stumbled upon this place” – Pinski said help sustain her on tougher days. 

Though she said she has always wanted to own her own business, working six days a week can be intense at times.

Pinski said she considers it a blessing that the business can be an all-in-the-family affair for her husband and children, who pitch in, especially in the summer, teaching lessons along the way. 

Roots Juice, she said, has many regulars who consistently visit, as well as an influx of 10,000 to 30,000 people at any given time during the height of tourism season. 

That shifts, Pinski said, when the kids go back to school in fall, and within a week or two, “everyone is back in the swing of things and the locals come back.”

Even when it’s fall and a return to more locals at the storefront, Pinski said she consistently hears, “When did you come to Eagle River?”

She said she takes every opportunity to engage with people when she’s at the local grocery store, at her kids’ sporting events and at school, as well as welcoming guests during the downtown’s wine walks, Halloween walks and other events.

“Events are a great way to bring people in, which is why I also rent the pub to businesses doing classes, such as how to make tinctures or a class on making mocktails/cocktails with organic ingredients,” she said.

Pinski said she also has hosted sourdough starter classes and a plant pop-up event. 

The employees behind the juice bar, Pinski said, vary depending on the time of year.

She said she employs about five to six employees this time of year, many of whom work one or two shifts per week

In the summer, that surges to 10-15 employees.

Pinski said she is grateful she hasn’t had any issues attracting great employees.

“I know that can be one of the hardest parts of business, and I feel really grateful for that,” she said.
When she reflects on the past few years, Pinski said she is grateful beyond measure for the success of Roots Juice. 

“I have always dreamed about having a place like this, and I can’t believe it’s happened,” Pinski said. “I’ve had an interest in franchising and other things, but I’m really enjoying (the business) right now. I’m happy where I am.”

For more, visit Roots Juice’s Facebook page.