Jugo & Co. started the way most real things do — out of necessity. William De Leon was raised in Montebello and built the business from the ground up in Jurupa Valley, surrounded by people who worked hard and ate whatever was fast and cheap. The idea that fresh, cold-pressed juice could be something a working-class SoCal community actually had access to felt worth fighting for.
In Year 1, it was a cold press, a mobile cart, and a route built on word of mouth. No ads. No investors. Just juice and trust. Customers came back — not because the branding was slick, but because the product was real. Cold-pressed to order, never sitting on a shelf, never diluted, never compromised.
Year 2 was the hard year. The kind that doesn't show up on a highlight reel. The business was still finding its footing, and so was the man running it. It was in that season that a woman of faith found him in the struggle. Not when things were going well. Not when he had it together. She found him in the low place — and refused to leave him there. Like the parable of the lost sheep, she left the 99 to find the one. She brought him back to the fold and cemented something in him that no amount of early success could have built.
"And he calleth together his friends and neighbours, saying unto them, Rejoice with me; for I have found my sheep which was lost."
— Luke 15:6 KJVBy Year 3, the foundation had changed. Faith cemented — not the kind you inherit or perform on Sundays, but the kind that gets built in the fire. The business reflected it. The Sunday Six launched — 6 cold-pressed juices for $5 each, giving working families across the IE real access without the premium markup. It wasn't a marketing move. It was the point. The Press Club followed, built around a community that actually shows up.
Now in Year 4, something clicked into place that couldn't have been planned. On the fourth day of creation, God made the lights in the firmament — not just for brightness, but for signs and seasons and purpose.
"And God said, Let there be lights in the firmament of the heaven to divide the day from the night; and let them be for signs, and for seasons, and for days, and years."
— Genesis 1:14 KJVYear 4 is the light season. Three years of pressing, building, failing forward, and being found — and now visibility. Routes stretching from South Central Los Angeles to Huntington Beach, south to Perris, north to Victorville, east to Banning. The press hasn't changed. The commitment to zero added sugar, 100% raw cold-pressed, and real ingredients hasn't changed. What's different now is that the foundation it's all built on is unshakeable.
"Pressed for People Who Actually Care."
— Jugo & Co. · Year 4 · Genesis 1:14