Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Aaron Chester, COO of Raw Generation, located in Long Branch, NJ, USA.

What's your business, and who are your customers?

When we started, Raw Generation truly was — in many ways your neighborhood juice company dedicated to producing the freshest, raw, and unpasteurized plant-based juices (that actually taste good).

Our product line focuses on juice cleansing. And our audience reflected that — they were largely people on a mission to feel good and look their best. But, in recent years, our product offerings have grown to echo health and wellness in many forms.

Today, we have products not only for the person trying to lose weight but also for the person who is just beginning their gut health journey; trying to detox and reset their body from within; for the person trying to replace a daily soda habit with a healthy choice; and of course, for the person who just enjoys a healthy lifestyle.

Today, we deliver juices and smoothies, protein bars, detox powders, healthy plant-based snacks, and more to an audience far greater than what we could have imagined ten years ago. And the awesome thing about it all… is that the only true common denominator across our entire community is the pursuit of health, something uniquely defined by each individual because wellness is not one size fits all.

Tell us about yourself

I have been entrepreneurial my whole life and active with sports or fitness. Raw Generation was the perfect blend of those two passions. I get to work on challenging problems and make awesome tasting, all-natural, healthy products that I love and that help our customers. I am a workaholic, but since I enjoy what I do so much, it doesn’t feel like work at all!

What's your biggest accomplishment as a COO?

Easy: my team. I am incredibly proud of the team that has been put together. Everyone from production line staff to the top leadership works incredibly hard every day to put out only top-notch, amazing products. Without them, it would be impossible to do all of the things we do on a daily basis. The attention to detail we put into product quality, consistency, and safety shows in both the products we manufacture and in the reviews our customers leave us.

What's one of the hardest things that come with running a business?

The hardest part of running any business is prioritizing what needs to be done. When everything seems equally important - how do you choose what to do? What’s important today may not be important tomorrow. Developing the right operational decision-making framework is tough as there are no black and white right answers. In most cases, successful examples can be found on either side of a decision. It’s an intellectual challenge with no equal. For those who enjoy solving hard problems, it’s a thrill hard to match.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Done is better than perfect.
  2. Fail fast and cheap.
  3. Obsess over continual improvement.

Is there anything else you'd like to share?

Don’t get caught up working in the business; work ON it.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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