By Charles Winokoor
Taunton Daily Gazette, Mass.
WWR Article Summary (tl;dr) Juice bar entrepreneur Erin Paiva said she rises early each day to buy fresh produce from local farms and sellers.
If you want to get totally juiced and not worry about getting pulled over by the cops, you might want to stop by the commercial plaza at 290 Broadway.
Owner Erin Paiva says customer response has been positive since she opened her Farm2Cup Juicery six weeks ago.
The Taunton native originally titled her all-natural, juice, smoothie and sandwich shop Juice Farm.
But after being informed the name was already copyrighted by a Las Vegas, cold-pressed juice company, Paiva pivoted and renamed her business.
Farm2Cup, she says, is an entirely appropriate moniker.
Paiva said she rises early each day to buy fresh produce from local farms and sellers, such as Freedom Food Farm in Raynham and Farmer’s Outlet on Route 44 in East Taunton.
In terms of capital expense, Paiva says buying direct from local producers is cheaper than relying on a food distributor.
“It cuts out the middle man,” she said.
Like any other entrepreneur, Paiva says she was aware of the risks of flying solo and starting one’s own business.
“I had to walk away from a good job,” she said, referring to her previous position as manager of eight Dunkin’ Donuts in Taunton, Raynham, Seekonk and Norton.
But the single mother of an 8-year-old son said after doing market research she became convinced opening a stylish juicery on busy Route 138 — next to Market Basket and a myriad of other businesses — could be a winning proposition.
“I think there’s a huge market for this, and I’m not afraid to fail,” Paiva said.
She also credits her former boss for providing useful pointers.
“He said it’s crazy,” Paiva said with a smile. “He gave me tough love, but I felt pretty confident.”