At Busch’s Fresh Market, “fresh” isn’t just in the name – it’s in the DNA. With 16 locations across Michigan and a half-century legacy of serving communities with quality fresh food, the regional grocer has always leaned into perishables, bakery, and chef-crafted prepared foods as key differentiators.
Now, its fresh juicing program has emerged as one of the clearest examples of how Busch’s brand promise comes alive in stores, and why the right, innovation-minded partner matters.
Chris Romano, Director of Merchandising at Busch’s, has long been an advocate of fresh juice. “It’s a very strong program. It’s something I’ve always advocated for. Even the folks up north love their fresh juice,” he says.
That enthusiasm and focus on freshness translates into shopper loyalty – a hallmark of great grocery retailers. “I’ve often heard customers calling the store and making sure that we have fresh juice available before they come,” Romano says. “There’s not a lot of products that you call the store beforehand.”
From Machines to Programs
Busch’s had tried commercial juicers before, but Romano emphasizes that success isn’t about machines alone; it’s about building a successful juicing program. “What do I consider a successful juicing program? You need multiple components,” he explains. “One, you need a department that’s dedicated to selling fresh juice. Second is making sure you have it front and center. Placement is very important…having the juicer on the floor, creating that theater, really signals fresh. And then the last thing, very, very important, is sampling.”
Sampling, he adds, is a game-changer: “One of the most common comments when we do samples is always like, ‘Wow, this is so much better.’ So, you know, fresh juice is so much better than pasteurized.”
Dave Holloway, Busch’s Director of Produce/Floral, emphasized the power of sampling as well:
“Once our guests come in and try the juice, a lot of them get hooked. It’s just high quality, freshly squeezed…and honestly, it’s some of the best juice I’ve ever had. I’d put it up against anything, and nothing compares.”
This is where Citrus America and the company’s CITROCASA machines stood out. Romano makes it clear that Busch’s wasn’t just sold equipment – through their partnership, they were sold a program designed for success. “They helped us integrate the machines into our stores, get them out onto the floor, and make it a program. They really do a phenomenal job with that support.”
The difference is critical: “Without a doubt, you will sell thousands of dollars worth of juice every week… it’s a million-dollar program, no matter what.”
The Citrus America Difference
When Busch’s added nine Citrus America commercial juicers to its fleet, Romano brought decades of experience to the decision. Having led produce programs at Whole Foods and The Fresh Market, he’d used nearly every juicer on the market. “I am absolutely convinced that their machines produce the best juice, truly the least bitter and the most flavor-forward,” Romano says.
Just as important was the partnership. “Their service is impeccable. Their ability to ask and answer questions, to do what it takes to get the job done, and their follow-up service… you get called back in minutes if they don’t answer the phone, and you get service in 24 hours.”
Holloway echoed that praise, pointing to the hands-on training and support from Citrus America’s team:
“With each new machine, someone came out, unboxed the machine, put it together, and walked us through step by step. They train you how to take it apart and clean it. It’s unlike anything I’ve seen. The support is just outstanding, best in class.”
Citrus America’s holistic approach, which includes training, maintenance, and integration, also stands out. “They can actually come out and train each store how to juice, how to clean, how to put it back together. And then their ability as a service-minded company to make sure that you are up and running and that everything is going smooth… they’re truly some of the best out there.”
In short: Busch’s and Citrus America share the same innovation reflex: to solve the entire problem, not just sell the equipment.
A Brand-Perfect Fit Backed by Results
The numbers tell the story. Busch’s has seen a staggering 317% increase in fresh juice sales after implementing its fresh juicing program using Citrus America’s machines; growth that dwarfed the 5% lift in packaged juice sales during the same period. Even more striking, Romano notes, “Our fresh juice, which only has three varieties…grapefruit, orange, and lemonade…sells as much as all those brands combined” in their four-foot set of 50+ well-known packaged juices, including Bolthouse, Odwalla, POM, and Natalie’s.
Holloway highlighted how fast the program has scaled: “Initially, we only had two stores on this program, and now we’re in 15 of our 16 locations. The response from our guests has been overwhelmingly positive.”
He also pointed to product innovation as a driver of loyalty: “We came out with freshly squeezed lemonade, which has been outstanding. As we get further into citrus season, we’ll be offering a tangerine option—again, very unique, a point of difference that sets us apart within the marketplace.”
That success isn’t just financial; it reflects Busch’s culture of operational excellence and innovation. “We are called Busch’s Fresh Food Market, right? So it fits the brand great,” Romano says. “We own our own bakery, we have one of the biggest chef’s cases out there, we have full-service meat departments… so this product fits for us, it is what we’re about, which is ‘fresh’ that you can buy at a grocery store, that you can take home. It’s as good as you can make at your own house. It’s practically hand squeezed… it’s damn close.”
Holloway connected the program to Busch’s broader strategy:
“The produce department really sets the tone for the overall shopping experience. Fresh juice is an integral part of that.
You could have the best center-store grocery, but if your produce isn’t right, guests are not going to shop with you. Fresh juice just adds value that many guests can’t find elsewhere.”
That same dedication to freshness is also visible in Busch’s deep investment in local sourcing. The grocer has made hyperlocal sourcing a cornerstone of its brand, partnering with farms across Southeast Michigan to bring produce into stores that’s often harvested just miles away. With more than 2,500 local items already on shelves and seasonal produce programs connecting shoppers to farms in Ann Arbor, Dexter, Plymouth, Saline, Brighton, and beyond, Busch’s continues to deepen community ties while delivering peak flavor. As Busch’s President Bobby Turner explains, “Michigan is such a great agricultural state, and we want to provide customers with the very best and freshest produce while also supporting farms in our community.”
Holloway added that sourcing also extends to their juicing fruit: “We buy all of our juicing oranges, grapefruits, lemons, and tangerines from Lucido & Sons Produce down at the Detroit produce terminal. Busch’s has been doing business with them for nearly 40 years. Supporting a local produce company while delivering high-quality fruit is critical to us.”
With a loyal customer base, a clear brand vision, and a trusted juicing partner, Busch’s Fresh Market has transformed fresh juice from a product into a destination.
That’s what innovation looks like at its best: Busch’s setting the standard for fresh, and Citrus America powering the program that delivers it.
Frequently Asked Questions About Fresh Juicing Program
