How an east side community garden gives Ruby Jean’s namesake her storybook ending as juice brand goes national with Whole Foods

While market expansion for Ruby Jean’s harvests the big headlines, Chris Goode’s grassroots health initiatives are staying firmly planted in Kansas City’s east side, the juice brand’s founder said — announcing plans to launch a one-acre community garden this spring on Wabash Avenue.

Budding out just blocks from where Goode grew up, the Ruby Jean’s Garden will provide free, fresh produce to community members in exchange for small acts of “sweat equity,” like helping to plant crops, pull weeds, or attending educational workshops in what is historically a food desert, he said.

“Ruby Jean’s Garden” by Chris Goode

“We get to strip away the excuse of cost,” added Goode, who founded the popular (and scaling) Ruby Jean’s Juicery brand in 2015 to honor his grandmother, Ruby Jean. She died at 61 from type-2 diabetes and other diet-related illnesses, and Goode firmly believes she would still be alive had she made healthier choices.

“No one should have to choose between health and affordability,” he continued, noting the garden is a fresh next step after releasing the children’s book “Ruby Jean’s Garden” in fall 2024.

His community garden initiative supports the Ruby Jean’s Foundation’s efforts to promote health education and nutrition access for marginalized communities. Through hands-on learning, the foundation aims to inspire lasting lifestyle and dietary changes, especially for children and families lacking fresh, organic produce.

“In the children’s book I wrote, my grandmother comes home from the hospital and plants a free community garden next to her home,” Goode shared. “In real life, she didn’t come home. But now, we’re making that book’s ending real.”

Chris Goode, Ruby Jean’s Juicery, outside a Whole Foods location; photo by Samantha Levi Photograhy

Purpose-driven expansion

The Kansas City-grown juice business is now making a bold leap into the national spotlight, expanding its cold-pressed juice line into over 100 Whole Foods Market locations (65 of them for the first time) — 10 years after Goode first embarked on his mission to cultivate healthy, accessible options, first to Kansas City, then beyond.

“The expansion with Whole Foods, it’s been intentional,” Goode said. “Typically, that growth inside Whole Foods is region by region, but they were gracious enough to give us an opportunity to grow in cities that make sense for our brand’s purpose.”

Ruby Jean’s recently announced its expansion into major metropolitan areas, including Washington, D.C.; Atlanta; Chicago; St. Louis; Dallas; Houston; and Los Angeles. The move builds on a successful regional launch in Whole Foods’ Rocky Mountain division.

Click here to see where to find Ruby Jean’s.

Ruby Jean’s juices; courtesy photo

The brand first entered Whole Foods in 2019 with an in-store juice bar at a high-traffic Kansas City location near 51st Street and Brookside. Since then, its bottled juices have gained traction, surpassing 100 locations nationwide.

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“It’s about more than just taste,” Goode said. “It’s about choosing something real. It’s about health, family, and legacy.”

The juicery was, of course, born from the deep pain of losing his grandmother, he said, as well as a longing for access to healthier foods that could have prevented the decline in her wellness.

“My grandmother’s face is the only one on a cold-pressed juice product like ours in the global market,” said Goode. “That logo, it’s not just branding. It’s a mirror. It’s a reminder that health is a universal right, not a privilege.”

Chris Goode with a copy of the book “Ruby Jean’s Garden”; courtesy photo

A growing legacy

Expanding into Whole Foods is more than a business move to Goode, it’s validation of years of dedication to health and wellness. 

“It’s not just about being on shelves; it’s about getting into homes and hearts,” he said. “Every new city we enter is a new opportunity to share our message and make an impact.”

Goode’s journey is far from over, he said. As Ruby Jean’s expands in Whole Foods and deepens its local impact, he sees this as just the start of a larger movement.

“This isn’t about a trend or just selling a product,” he said. “It’s about shifting mindsets, encouraging healthier habits, and making real change at the community level. I want people to see that eating well and living well isn’t just for a select few, it’s for everyone.”