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Vegetarian Chain Fruitive Opens a Dupont Location With Beet Cacao ‘Truffles’

The fast-casual will have a welcoming party next week

by Tierney Plumb
All photos by Rey Lopez

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Fruitive completely gutted a former pharmacy next to law firm Steptoe & Johnson for its latest modern location. Unlike its City Center sister, there’s no patio seating.
Rey Lopez/Eater DC
Tierney Plumb is the editor of Eater DC, covering all things food and drink around the nation's capital.

Vegetarian chain Fruitive just unveiled its Dupont Circle location, hoping to feed the 9-to-5 neighborhood’s healthy appetite for cold-pressed juices, acai bowls, and avocado toast.

The Virginia-based brand, which bills itself as the first certified organic fast-casual restaurant in North America, opened at 1330 Connecticut Avenue NW on Thursday, January 17. A grand opening date, scheduled for Friday, January 25, will jumpstart full hours of operation (tentatively 7 a.m. to 8 p.m.) with free avocado toast and coffee at noon that day.

A debut item at the bright 18-seat location — currently open from 9 a.m. to 5 p.m. — is a four-pack of beet cacao “truffles,” which were received well at Fruitive’s local farmer’s market stands.

Top-selling juices designed to ward off colds include the Immunity Plus (green apple, ginger, and cayenne) and the nutrient-dense All Greens. “It’s probably the most bang for your buck,” says regional manager Ryan Becklund.

Along with signature “liquid meals” (Matcha Morning, Coffee Date), the menu includes quesadillas, wraps, salads and sandwiches (portobello, avocado-cucumber). There are also waffles, pour-over soups, and custom bowls (acai, banana-peanut butter).

Here’s a look at the lineup:

Fruit Ive by on Scribd

Its full coffee program is expected to roll out in February, featuring activated lattes with mushroom powder. Alcohol isn’t in the equation, but Becklund notes Fruitive’s juices blend as “really good mixers,” and partnering with a bar could be an option down the road.

Fruitive also operates a trio of locales in its hometown, Virginia Beach. The brand opened its first D.C. location at CityCenter DC in 2015.

Scroll on for a look inside the burgeoning juice bar’s newest D.C. location:

Fruitive features a to-go refrigerated section of its signature cold-pressed juices.
Rey Lopez/Eater DC
Fruitive, an early adopter of the plastic straw ban, sells metal and bamboo straws ($8) alongside its granola and branded tote bags.
Rey Lopez/Eater DC
Fruitive’s green decor provides guests a dose of oxygen and summer vibes. A spiky yucca tree in a sleek gold-and-white West Elm pot sits near the register. “Plants are in more than ever,” says Becklund.
Rey Lopez/Eater DC
One of Becklund’s best friends painted a colorful mural upon entry. A large rectangular mirror will soon hang on the wall to the left.
Rey Lopez/Eater DC
Reading materials at Fruitive range from health food books to vintage D.C.-themed finds like The Collected Works of Abraham Lincoln.
Rey Lopez/Eater DC

Status: Certified open. 1330 Connecticut Avenue NW; website.

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