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About Us

Why We’re Here

We’re here because fruits and veggies are so nutritionally powerful, and yet, 90% of us don’t consume the daily amount we need to thrive. So, we’re changing that, by unlocking the power of plants and making it more accessible and affordable for those craving a simple, convenient, healthier and fun way to eat better and feel better.

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What We Do

Powered by a passionate community of people, we provide proven programs and innovative products that leverage science and technology to deliver the maximum benefits of phytonutrients. 

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Our Roots

The seeds of our story started more than a decade ago with Joe Cross who sparked a lifestyle movement around the simple concept of juicing and eating more things green. It led to over 10,000 people following in his footsteps, reaping the benefits and changing their lives. 

The Harvest

The lessons learned from Joe’s community planted a vison for a company that could turn tens of thousands of stories to millions of stories by removing the typical cost, time, effort and availability barriers to healthier eating. 

Upshoot was born in 2019 to inspire a new narrative that plant-powered nutrition could be simpler, more accessible and more affordable through emerging science and technology—and a passionate community. 

How We’re Changing Lives

Everything we create and offer is designed to help people enjoy maximum benefits from plant-based nutrition lifestyles.

Programs

Our programs are scientifically-curated by nutritional experts and backed by tens of thousands of success stories to help you achieve your goals—from Reboot, to Weight Loss, to Lifestyle. Each is built on the backbone of science and simplified by patented technology to unlock the power of fruits and veggies

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Products

We’ve innovated a complete plant-powered phytonutrient line of delicious shakes, smoothies, juices and soups to fuel your success on our programs. These phytonutrients are extracted from the freshest fruits and vegetables and sourced from trusted farms in the USA.

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People

Our programs and products are powered by a colorfully diverse and vibrant community who are passionate about adopting healthier lifestyles and helping others benefit from all the goodness of plants. 

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Our Leadership

Our Upshoot corporate family is passionate about plant-powered nutrition and helping others create healthier lifestyles. Together, we’ve been able to leverage decades of industry expertise and experience in nearly every area of food science, health, technology and business to create the optimal programs and products for those wanting to look and feel great. Inspired by a vision and a mission, we came together to build something bigger than ourselves so we could truly transform millions of lives. We’re here to set up our Ambassadors for success and support them in changing lives!


Lourdes Ahn

Lourdes Ahn

CEO

Lourdes Ahn

CEO

Lourdes leads the development of our strategic vision, operational infrastructure and organizational culture. She is a c-suite executive, culture creator, and change management expert with 20+ years of leadership experience translating corporate vision into profitable strategies, plans and culture. 

Joe Cross

Joe Cross

Executive Advisor

Joe Cross

Executive Advisor

Joe is a globally recognized nutrition advocate, thought leader, author and filmmaker who created a lifestyle revolution around the simple concept of juicing. He produced and starred in the award-winning documentary film “Fat, Sick & Nearly Dead,” which has been seen by more than 30 million people worldwide and is largely responsible for introducing them to drink (and eat) something green.

John Laun

John Laun

VP of Marketing & Sales

John Laun

VP of Marketing & Sales

Always on the pulse of the latest trends and emerging technologies, John gives Upshoot Ambassadors everything they need—proven omnichannel strategies, cutting-edge marketing platforms, and powerful social media tools—to instantly launch and successfully build their eCommerce business.

Stacy Kennedy

Stacy Kennedy

VP of Program Development

MPH, RD/LDN, CSO

Stacy Kennedy

VP of Program Development

MPH, RD/LDN, CSO
Stacy designs safe, effective and reliable programs that perfectly match nutrition goals to lifestyle preferences while delivering optimal results.

Scott Harris

Scott Harris

VP of Product Development

Scott Harris

VP of Product Development

Scott leads Upshoot’s product development and innovation strategies, ensuring that all our products are the highest quality, packed with optimal nutrition, match exactly what’s described on the label, and are thoroughly tested and 100% safe.

Ruud Rinkel

Ruud Rinkel

Chief Financial Officer

Ruud Rinkel

Chief Financial Officer

While overseeing Upshoot’s finance operations, strategic planning, growth initiatives, and scalability of process and systems, Ruud makes sure our Ambassadors are profitable and get paid on time.

Dean Anderson

Dean Anderson

VP of IT & Supply Chain

Dean Anderson

VP of IT & Supply Chain

Dean designs all the information systems, processes and integrations that power our Ambassadors’ back office to deliver accurate, real-time business intelligence.

Headquartered in Costa Mesa, California, Upshoot is a healthy lifestyle company on a mission to make plant-powered nutrition accessible to everyone, through programs, products and people.

@upshootlife
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