About Us

Urge Juice was founded in 2013 from humble beginnings at the Royal Oak Farmers Market. With great response to our juices at the market, we knew we needed our own juice bar location and production kitchen, which brought us to Downtown Berkley, MI opening in June of 2014.

Fast forward 10 years later, Urge Juice has served and touched over 100,000 lives and helped them in their nutritional journey. In 2022, Urge Juice recreated its mission and vision based on a divine purpose to touch 250,000 lives by 2025. Ambitious? Yes. Impossible? No.

On the contrary, owners Rish Mitra, CEO and Dhwani Desai-Mitra, COO believe that without a BHAG ( Big Hairy Audacious Goal) it is impossible to change lives and create an understanding of the relationship between gut health and mental health. This gives our next generation a fighting chance in the era of genetically manufactured foods to believe in the old wisdom of Hippocrates: “Let food be thy medicine, medicine be thy food.”

Urge Kitchen Bowls


Our Mission

Our mission is to provide a sanctuary of nourishment in an age where food is often manufactured and genetically altered. We are dedicated to crafting the purest forms of organic cold-pressed, raw, vegan juice, acai bowls, pitaya bowls, and organic smoothies, free from additives and preservatives.

We aspire to empower individuals to embrace the wisdom of "Let food be thy medicine, and medicine be thy food," while building a vibrant and connected community that values both mental and physical health.

Our ultimate goal is to inspire the next generation to embrace a healthy lifestyle in a world where the integrity of our food is under threat.


Our Vision

Our vision is to lead a revolution in the way people nourish their bodies and minds. We envision a world where our organic offerings are a beacon of purity and vitality, setting the standard for nutrition in an era of processed and engineered foods.

By 2025, we aim to have cultivated a community of individuals who understand that true health begins with the gut and that mental well-being is intertwined with physical vitality. We aspire to be a driving force in reshaping the global food landscape, inspiring future generations to prioritize wholesome, natural nutrition.

Let us all come together to educate and empower ourselves to lead a healthy and holistic lifestyle. Let’s create an URGE to join the movement to eat, drink and live healthily. Add an organic cold pressed raw juice, superfoods like our famous acai and pitaya bowls, cognitive coffee blends, healthy, vegan, naturally powered snacks, nutritiously balance salads, organic, natural smoothies and much more to your daily well-being!


Our Purpose & Values

At URGE JUICE and KITCHEN, our purpose is rooted in three fundamental principles:

1. Holistic Nourishment: We are committed to providing access to the most natural and nourishing foods on the planet. Our cold-pressed, organic, raw vegan products are a testament to the belief that food can be both as contemporary living and medicament. We strive to nourish the body and mind, one pure and unaltered ingredient at a time.

2. Community Cultivation: Our spaces are more than just places to eat; they are sanctuaries where individuals come together to share knowledge, experiences, and values. We are building a community of like-minded individuals who prioritize mental and physical health, creating a supportive network that fosters growth, connection, and well-being.

3. Educational Empowerment: We recognize the profound connection between gut health and mental health and are dedicated to spreading this knowledge far and wide. Through education and awareness initiatives, we seek to empower individuals to make informed choices about their nutrition, fostering a healthier future for generations to come.

Join us on our transformative journey as we work tirelessly to make our vision a reality. Together, we can redefine the role of food in our lives, championing the ancient wisdom that "Let food be thy medicine" and nurturing a future where health and wellness flourish amid the challenges of the modern world.

U- Understanding our customers’ needs and the faith they bestow upon us.

R - Respect for all and all for respect and inclusivity.

G - Giving back to the community which supports us.

E - Ethics is the foundation of our business.