Doing Business the Right Way

It’s rare these days to see a small business grow and stay true to its purpose. But that’s exactly what Francesca Costa and her husband, Fredy Escobar, have done with Cranky Carrot Juice Co. in Houston, TX, and their story deserves to be shared.

During the pandemic, when they couldn’t find the kind of nutritious options they wanted, they made their own. They started juicing in Fredy’s mom’s kitchen, and what began with a simple juicer and a desire for healthier food turned into a thriving local business.

Francesca returned to school to study nutrition, determined to build a business founded on knowledge and integrity. Every product they make—juice, smoothies, wraps, or bone broth—is sourced responsibly from local farms and small suppliers. They bottle in glass, compost food waste, and educate customers about healthy choices. Their products have no dyes, no preservatives, no refined sugars, fillers, or inflammatory oils. It’s more work and more cost, but for them, it’s the right way to do business.

Their commitment hasn’t gone unnoticed. This year, the U.S. Chamber of Commerce recognized Cranky Carrot Juice Co. as a Top 100 Small Business and “Customer Champion.” But what really stands out is that they’ve kept control—no big investors calling the shots, therefore, no compromises on values.

For Francesca and Fredy, success is about earning trust, strengthening their community, and proving that integrity still has a place in business.