When his business declined, superfood pioneer Roi Shlomo felt compelled to help local overworked and stressed hospital workers. “My business was so slow, down 70 percent in sales, that I mulled over what I could at least do to help others.”
Shlomo, who opened the first Kale Me Crazy in 2013, turned to social media to ask for suggestions on how he could contribute. “I got over 600 responses and suggestions. I kept asking, ‘Yes, good ideas, but can anyone connect me to the front line of those workers treating COVID-19? There is so much security, I knew I couldn’t just show up at a hospital.”
Digging into his own pocket, Shlomo started delivering “immunity shots” of fresh juices to Grady, Emory Saint Joseph’s, Emory Midtown, and Piedmont hospitals. To take it a step further, he got support from Sharcare and its CEO Jeff Arnold.
They started a Go Fund Me page in which Arnold will match dollar-for-dollar the first $10,000 toward healthy juice shots and meals, depending on the need. This will allow Kale Me Crazy to take a leap forward to get its products to more hospitals, along with police and firefighters.
Shlomo is also implementing “Feed the Front Line” where KMC customers can buy a lunch and juice shot for $9 delivered free for health care workers.
The Israeli who grew up on a lettuce moshav near Ashkelon and served in the Israel Defense Forces was also the founder of frozen yogurt empire Yogli Mogli. Thinking like an entrepreneur, he has persuaded vendors like FreshPoint to contribute produce.
“We are working weird hours to do this and stabilize a new routine. I’d call it a ‘routine of chaos.’”
Hat’s off to Roi!