Gabby Tyler built a career in customer service and fitness management based on her deep personal interest in health and wellness, and those roles taught Gabby the importance of connection, consistency and care.
After experiencing a transformation in her own wellbeing through plant-based nutrition and daily juicing, she became fascinated by how food could genuinely change the way we feel, and she was inspired to launch an enterprise to help others reap the same benefits.
Gabby launched Juice Institute in 2018 from her kitchen in Adelaide, and what began as a small idea to make it easier for people to drink more plants has grown into a leading cold-pressed juice company.
“We craft raw, cold-pressed juices, cleanses, detox smoothies and wellness boxes made from South Australian produce,” Gabby says. “Our mission is simple: to help people nourish, grow and thrive. We offer both local delivery and Australia’s first Freeze and Ship cold-pressed juice service, making it possible for anyone, anywhere, to experience our juices – fresh, pure and full of life.”
In the early days, Gabby had the advantage of having guidance from a close family friend and business mentor who helped her navigate the challenges of building a small business, from setting clear goals to managing cash flow and staying true to her values. “Their advice gave me the confidence to take big leaps even when things felt uncertain,” Gabby explains. “When I started Juice Institute, I didn’t have formal training in nutrition or manufacturing.”
With the support of her mentor, Gabby ‘learned by doing’. “I studied the science of cold-pressed juicing, invested in equipment, worked with local growers and built the business from my home kitchen, one bottle at a time,” she says. “Seven years later, I’ve combined that lived experience with continuous learning in food production, logistics and marketing, all driven by the desire to help others feel better through the power of plants.”
As with most start-ups, and despite her friend’s support and Gabby’s own can-do attitude, the early days were filled with uncertainty. “I had limited capital, no team and no roadmap – just a strong belief in what I was creating. My biggest challenges were around cash flow, production logistics and scaling while maintaining quality.”
Gabby overcame these challenges through sheer persistence and transparency, building trust with customers by sharing her story, showing them the process and listening closely to feedback. She stayed adaptable, refining production methods, developing systems and surrounding herself with the ‘right people’. Over time, those small, consistent steps built a foundation strong enough to support national growth. Today, Juice Institute packages and ships into NSW, Victoria and Tasmania in insulated boxes, ensuring the juice arrives frozen and ready to store.
Sustainability has always been at the heart of Juice Institute. The juices are made from locally-grown South Australian produce, supporting nearby farmers and reducing transport emissions. Gabby uses ‘juicing grade’ fruit and vegetables.
“They are fresh, vibrant and full of nutrients, but often not considered cosmetically perfect for supermarket sale,” Gabby explains. “By giving this produce a new purpose, we help reduce food waste and celebrate nature in its most honest form.”
The business operates with a low-waste mindset, from composting pulp and choosing recyclable packaging to using energy-efficient production equipment.
“But for us, sustainability goes beyond environmental impact,” Gabby avers. “It’s also about community. Since 2021, we’ve been proud partners of Foodbank SA, donating over 150,000 meals to those in need.
For us, sustainability means doing good for both people and the planet – every juice we press contributes to a healthier, more connected ecosystem.”
Gabby’s Freeze and Ship model is an innovation born from necessity. Cold-pressed juice is highly perishable and only lasts a few days fresh, so she flash-freezes her juices immediately after pressing – a process that locks in nutrients, colour and flavour without additives or preservatives, allowing customers to enjoy the same raw quality whenever it suits them.
The biggest lesson Gabby has learned is that success doesn’t come from speed; it comes from consistency.
“There will be moments of doubt, financial pressure and exhaustion, but if you stay anchored to your ‘why’ you’ll always find your way through,” she says. “Build authentic connections with your customers, take care of your mental health and be open to evolving, because business is as much about personal growth as it is about profit.
“And remember: There’s no perfect time to start. The best time is when you feel that spark, because that’s when you’ll have the courage to build something meaningful.”
- This story was originally published on Inside Small Business.
- Further reading: Q&A: Saint Juniper and building a gin business from scratch.
