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November 17, 2025
GREEN BAY – Bona Fide Juicery – co-owned by Nicole Lindquist and Chris Strauss – is expanding both its menu and footprint with its newest location set to open next year in Green Bay.
“Taking [over] around 4,000 square feet of space” in Voyagers Bakehouse’s former location at 340 N. Broadway, Suite #110, Lindquist said the forthcoming Bona Fide Juicery will be the sixth she and Strauss have opened together.
“[We] opened Bona Fide [when] I was only 18 years old,” she said. “I just skipped the college thing, [and] so did my [business] partner. He traveled a ton and went out to California and experienced the whole smoothie bowl scene…, so he was knowledgeable about it.”
Both De Pere natives and self-described health-conscious individuals, Lindquist said she and Strauss decided to pool their knowledge together to open the first Bona Fide Juicery in their hometown.
“Our first location in 2017 was our De Pere location,” she said. “We opened our second location in Appleton within one year…[because] a lot of people [were] driving from Appleton to visit us.”
Lindquist said they thought it made sense to establish a presence in the Fox Valley first before growing its Green Bay area footprint.
“We felt like that was our [next] move – [to] put some roots in the Fox Valley right away,” she said.
Now approaching its ninth year in business, Lindquist said the juice and smoothie chain has five established locations across the Fox Valley and Greater Green Bay areas, with its sixth expected to open in early January.
“The growth has been very fun,” she said.
‘Hearty options’ for downtown workforce
Even though she and Strauss “live around” Green Bay, Lindquist said they hadn’t considered opening a downtown location until recently.
“We never really considered downtown Green Bay as a place we would fit into because not a lot of people worked down here in the last eight years,” she said. “Now that things are revving up – more companies are moving down here and there’s more of a workforce for breakfast and lunch action – we finally felt comfortable opening down here.”
When the 340 Broadway property became available, Lindquist said it made the decision simple as she and Strauss sought to provide Bona Fide Juicery with a central location for production.
“We’ve been looking for a larger space for, I would say, four or five years now, and it just was a perfect fit,” she said. “A lot of our juicing and production for other locations that we currently do in De Pere, we’re moving downtown to the bigger [Green Bay] space.”
In addition to serving as Bona Fide’s “headquarters and production facility,” Lindquist said the new location will also have a “front-of-house, customer-facing cafe – which is a new concept for” her and Strauss.
Lindquist said she and Strauss plan to introduce another new concept to their forthcoming location: “an expanded food menu.”
“We’re going to have options like grain bowls [and] poke bowls,” she said. “We’re going to be partnering with local companies like Waseda Farms for our meat options, and we’re going to have wild fish and stuff like that to top our grain bowls to create more meals versus lighter options.”
With more room to work with, Lindquist said she and Strauss can now realize their long-held goal of broadening Bona Fide’s food menu.
“This is a fresh place for us, and we have plenty of room, so we felt like it was the right time to take a step to do it,” she said. “We wanted to for quite a long time, so this is the location we’re starting it at.”
Though they haven’t “determined quite yet” if they’ll retroactively introduce the new cafe concept to Bone Fide’s other current juice and smoothie bars, Lindquist said she and Strauss plan to incorporate it into any future locations.
“You can pop in for breakfast, you can pop in for lunch and there’s something for everybody,” she said. “We have lighter options for those who want that, and then we [will] have more hearty options people aren’t necessarily used to from our company.”
A near-decade culmination
Throughout the last decade, Lindquist said she’s noticed an increasing focus on clean eating – specifically regarding juices and smoothies.
“We saw a need for clean smoothies that don’t have any added sugar, or even sugar alternatives – anything like that – just actual fruits and vegetables,” she said. “So, that’s what we put out nine years ago, and we’re just pivoting with what people want, with trends a little bit and stuff that we personally believe in.”
Building a business on their own passions for clean eating and healthy food, Lindquist said, has made opening the business at such young ages easier for her and Strauss – despite the decision’s inherent risk.
“I’m glad I didn’t know what I know now, [because] it was definitely a risk, and I’m so glad we took it,” she said. “When you do business, and really enjoy it, a lot of stuff truly does come naturally. The ease of making decisions [comes from] having a very clear vision of what you want your business to be – what it stands for and what you want to serve your customers.”
Leaning into “whatever is seasonal at the moment,” Lindquist said Bona Fide’s smoothie menu – though “always changing” – features a wide variety of fruits and vegetables blended into their house-made recipes, with add-ins and toppings available, as well as cold-pressed juices, coffee, salads and more.
“We work with places like Ledgeview Gardens, Waseda Farms and lots of other local places that are able to get us [fresh ingredients],” she said.
Lindquist said the forthcoming cafe menu reflects Bona Fide’s ongoing mission to offer food items fellow clean eaters will appreciate.
“We’re excited to be able to offer more food options that follow that same kind of clean, healthy eating,” she said. “We believe in clean eating, and we have from the beginning – that’s why we opened. We wanted a healthy place for community members, friends, family and even ourselves to go to. So, that’s why we opened up as a whole.”
When it opens, Lindquist said the new Green Bay location will stand as a culmination of Bona Fide Juicery’s nearly 10 years in operation.
“We’ve taken notes from all of our locations and selected our favorite little pieces of each location and incorporated them into the cafe location to hopefully [make it] the best experience our guests can have,” she said.
Though Lindquist said “the sky is the limit” in terms of where they’re willing and able to expand Bona Fide Juicery, she and Strauss will always call Wisconsin home.
“We’ll always live here and call [Wisconsin] home, but there’s no limitation to where we’re willing to expand to,” she said. “As long as we can keep our true integrity of the product and everything we stand for on par, there’s really no limit on how far we’re willing to go.”
Visit Bona Fide Juicery’s website – bonafidejuicery.com – or its Facebook page for more.
