Matchbox Rewards: February 2023

Village Juice & Kitchen

(permanantly closed)

If you frequent Bruce Street in Downtown Harrisonburg, you’ve likely heard of Village Juice & Kitchen. Their superfood smoothies and decadent, protein-filled wraps and grain bowls are an essential stop in Downtown dining. When VJK owners Tina and Bill Johnson first had lunch at Village Juice and Company, based in North Carolina, they knew it was something special. The food was fresh, delicious, and unlike anything they’d had before. They eventually approached the owners of Village Juice and Company and began a partnership in order to build a franchise here in Harrisonburg.

Food had a bigger impact on their lives than they could’ve ever imagined. Tina was diagnosed with Stage 3 Breast Cancer in 2014 and was determined to live a healthy, plant-based lifestyle to focus on healing her body through food. However, her passion for superfoods didn’t end when she beat her fight with breast cancer. After growing a relationship with the owners of Village Juice & Company, Bill and Tina learned their mission. “Healthy and delicious is more than our passion, it’s a way of life.” They recognized the importance of that mission in their lives and wanted to share their love of fresh food and delicious ingredients with members of the Harrisonburg community. As their way of giving back to their customers, they’ve decided to give one Pinky Promise smoothie to each Matchbox tenant through a partnership with the Matchbox Rewards program for the month of February!

Village Juice and Kitchen
Village Juice & Kitchen owners Bill and Tina Johnson

They worked closely with our team at Matchbox and an Art Director of Village Juice and Company, Elizabeth Harrison, to create the stunning, bright, airy restaurant, filled with plants and natural wood tones that relax and inspire. For Bill and Tina it was important that their customers were surrounded by plants and their restaurant was a place of growth and community. They loved the idea of friends grabbing smoothies and taking a seat by the floor to ceiling windows. VJK also has a beautiful bay door that opens on warm days for an indoor-outdoor dining feel.

Making a Pinky Swear smoothie

Over the past year and a half, Bill, Tina, and their incredible staff at Village Juice & Kitchen have served Harrisonburg’s community the finest and freshest meals they have to offer, growing relationships with students, Townies, and surrounding businesses alike. The Ice House, Urban Exchange, and other downtown apartment buildings have created foot traffic for VJK and other commercial businesses downtown. Village Juice & Kitchen is the perfect place to study, meet friends, and relax and read a book. We are so excited to see what’s on the horizon for Village Juice & Kitchen and we are so fortunate to have them in Harrisonburg and in a Matchbox Commercial Property.