Fishers couple steers mobile juicery into central Indiana

August 19, 2013
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Budding Fishers entrepreneurs (and relative newlyweds) Ross and Leslie Hanna are hitting the road this week with the newest addition to their family: Pearl, a 1964 Shasta camper that’s been transformed into a mobile juicery and smoothie bar.

new photo of twenty two juicery 15colTwenty Two owners Ross and Leslie Hanna with their trailer, Pearl. (Photo courtesy of Twenty Two)

The Ball State University graduates, both 27, loved the idea of working together onboard their own food truck, but neither has a culinary background. Ross, a finance major, has been working in international commercial banking at JPMorgan Chase. Leslie, who studied telecommunications, has been running family business K.A.M. Graphics.

Then a friend introduced them to juicing.

“We got hooked,” Leslie said of the nutrition-packed result of liquefying fresh fruit and vegetables.

So the couple experimented with juice recipes, whipped up some smoothies to appeal to less-adventurous palates and rescued their vintage trailer from a driveway in Illinois.

Now they’re steering startup Twenty Two onto the increasingly crowded central Indiana market, offering food truck aficionados an alternative—or addition—to standard street fare.

The menu includes four juices ($5-$6), six smoothies ($6, plus $1 to add rice protein) and an Acai Bowl ($7, plus $1 for added protein) featuring blended acai berry and banana, topped with granola, cocoa nibs and more fruit.

The Hannas plan to buy fresh produce every day, doing prep work in a commercial kitchen before hitting the street. Everything on the menu will be made fresh to order.

Twenty Two has passed health department muster in Hamilton and Marion counties, and the Hannas’ schedule filling up. They have four stops scheduled just this week: Tuesday in Fishers, Wednesday in downtown Indianapolis, Thursday in Carmel and Friday in Westfield. (Follow Twenty Two on Twitter for location updates.)

“It’s not really fast food,” Ross said, acknowledging it will be a challenge to serve large crowds quickly.

Still, they’re hopeful their menu will appeal to the masses. There’s only one “hard-core green drink,” as Ross describes it, and he said the recipes do a good job of disguising the healthy ingredients—which can include as much as three pounds of produce in a single serving. And that’s without any added syrup or sugar.

“We made sure it all tastes good,” he said.

The couple sold both their cars to buy and equip the trailer and a small SUV to pull it, covering the estimated $15,000-$20,000 in startup expenses without a loan.

They picked the name Twenty Two because of the significance of the number in their lives: Both Ross and Leslie were born on the 22nd (of different months), and they’ll celebrate their first anniversary on Sept. 22.

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  1. How can any company that has the cash and other assets be allowed to simply foreclose and not pay the debt? Simon, pay the debt and sell the property yourself. Don't just stiff the bank with the loan and require them to find a buyer.

  2. If you only knew....

  3. The proposal is structured in such a way that a private company (who has competitors in the marketplace) has struck a deal to get "financing" through utility ratepayers via IPL. Competitors to BlueIndy are at disadvantage now. The story isn't "how green can we be" but how creative "financing" through captive ratepayers benefits a company whose proposal should sink or float in the competitive marketplace without customer funding. If it was a great idea there would be financing available. IBJ needs to be doing a story on the utility ratemaking piece of this (which is pretty complicated) but instead it suggests that folks are whining about paying for being green.

  4. The facts contained in your post make your position so much more credible than those based on sheer emotion. Thanks for enlightening us.

  5. Please consider a couple of economic realities: First, retail is more consolidated now than it was when malls like this were built. There used to be many department stores. Now, in essence, there is one--Macy's. Right off, you've eliminated the need for multiple anchor stores in malls. And in-line retailers have consolidated or folded or have stopped building new stores because so much of their business is now online. The Limited, for example, Next, malls are closing all over the country, even some of the former gems are now derelict.Times change. And finally, as the income level of any particular area declines, so do the retail offerings. Sad, but true.

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