When Aurelio Torres was diagnosed with cancer he and his family had no clue his juicing discovery would eventually become a blessing in disguise.

Not the kind that Major League Baseball players get slapped on the wrist for, but the sort that sees fresh fruits and vegetables wrung out and sucked dry and turned into liquid gold. As it turns out, there’s a reason fresh juices are priced at $8 a bottle: They’re basically health in a jar. At least that’s what Aurelio, CEO of Mi Madre’s Restaurant, and his daughter, Veronica Torres, believe. They credit his juice habit for Aurelio’s ability to walk, talk, and live life eight years later.

Soon, the family started wondering if their experience and their story could help others find health and healing, so they decided to open a juicery. It was Veronica’s idea to call it Vida Pura, a twist on the Costa Rican catchphrase “Pura Vida,” which means pure life. The business is all about promoting healthy lifestyles and living well and that includes everything from the nearly all-vegan menu (honey is an optional ingredient in smoothies) to the drinkware.

Beverages will be served in glass bottles and jars so they may be reused or recycled, and customers can return them for credit or to support a local charity. It’s not just about caring for people in their community, but for the environment, too, much like the former occupants of their storefront. The space on Manor Road was ground zero for local zero-waste grocery stores, but in.gredients closed last spring. The Torres family is excited about carrying on that environmentally conscious mission, “one juice at a time,” says Veronica.

The Vida Pura menu will offer all kinds of organic juices and superfood smoothies including some with papaya and cactus fruit, ingredients that represent the Torres family’s Latin heritage. Parfaits, açai bowls, and vegan salads, sandwiches, and hot soups will also be available. A soft opening is scheduled for Friday, Feb. 8.

Vida Pura Juicery
2610-B Manor Rd.
512/220-1057

This article appears in February 1 • 2019.

A note to readers: Bold and uncensored, The Austin Chronicle has been Austin’s independent news source for over 40 years, expressing the community’s political and environmental concerns and supporting its active cultural scene. Now more than ever, we need your support to continue supplying Austin with independent, free press. If real news is important to you, please consider making a donation of $5, $10 or whatever you can afford, to help keep our journalism on stands.

SUPPORT US