October 20, 2024

Help Heal the System: the Southern Squeeze story

They lined up outside her college apartment. Now, it's Riverview. Kelsey Vasileff's life - and recipes - make others healthy.

Writer:
Words by
David Cook
Photographer:
Photography by
Sarah Unger

Food as a verb thanks

Tucker Build

for sponsoring this series

Standing tall in a family of meat-eaters, Kelsey Vasileff was 10 when she made her announcement:

I'm going vegetarian.

"It was the first little thing that introduced me to health," she remembers. "I gave it up for Lent."

It was not the most popular of announcements. (Although her sister, already a vegetarian, cheered.) Her parents had a garden at their Chattanooga home, which would prove influential later in her life, but, vegetarianism was a lonely road. Mustering some internal, even fiery, independence, she held her own against a culture that, in the late 90s, saw vegetarianism as either unAmerican or unhealthy or both.

She just ... knew.

It was this felt-sense of the immediate and ongoing way that food affects the mind, body and spirit. Kelsey knew in her bones (and bloodstream): you really are what you eat.

"If you can start with a clean body, you can get everything else on track," she said.

Kelsey Vasileff, Southern Squeeze, Riverview, Tenn.

She spent time in Yellowstone before returning to Chattanooga to major in environmental science and biology at Univ. of Tennessee at Chattanooga.

That's when she began blending produce into juices out of her apartment kitchen for her mom, sister and next-door neighbor.

Then, friends.

Then, more friends, more neighbors.

Then, strangers.

"There was a line outside my apartment," she said.

Years later, the line continues to form. Kelsey owns Southern Squeeze, the ever-popular vegetarian juice bar in Riverview.

Southern Squeeze, Riverview, Tennessee

One reason folks love Southern Squeeze?

Kelsey's resolute North Star focus on health, wholeness and no-shortcuts or  side deals. What you see is what you get. Kelsey's ingredients are like her: honest. And in a world of compromises and confusing ingredients we can't pronounce, it's reassuring to have someone, and somewhere, you trust.

A nearly lifelong vegetarian, then vegan, she spent two years considering whether to include eggs on the menu.

Two. Years.

"People who’ve always been our customers care about quality and what we put into bodies," she said. "It’s why we exist. It's what keeps me going."

Another reason?

It tastes so phenomenally good; usually, I wish I had a pony keg - not just 16 ounces - of Southern Squeeze juices.

Southern Squeeze, Riverview, Tennessee

A third reason?

She sources from local farmers.

Abundantly, devotedly, generously sources.

Southern Squeeze, Riverview, Tennessee

Like eggs from Sequatchie Cove Farm.

Sequatchie Cove Farm, Marion County, Tenn.

And apples from Wheeler's Orchard and Vineyard.

Jane Mauldin, Wheeler's Orchard, Dunlap, Tenn.

And bread from Niedlov's Bakery & Cafe.

Niedlov's Bakery & Cafe, Main St., Chatt., Tenn.

And micro-greens from Ron and Cynthia Shaffer at Red Clay Farms.  

Ron Shaffer, Red Clay Farms, Main St. Market, Chatt., Tenn.

"We grow 12 different micro-greens," Ron said.

He's got 20 trays under grow lights devoted to Southern Squeeze.

"That's red amaranth," he said. "It's a grain with neon pink stripes. It tastes like beets. It's among the top five most nutritious."

Red amaranth, microgreens, Red Clay Farms, Bradley Co., Tenn.

She launched Southern Squeeze in 2014, 10 years ago last April. She'd been teaching yoga, following a strict vegan diet yet was troubled by digestive and heartburn issues.

So, she refined her approach.

"A very clean diet, cleansing, healing my body," she said.

She looked around. High and low. Near, far. Couldn't find any restaurant or juice bar in the city that could offer high-quality, locally-sourced juices.

"We need this in Chattanooga," she realized.

So, at 27, she made her next announcement:

I'm opening an organic, vegan juice bar.

Southern Squeeze, Riverview, Tennessee

Today, Kelsey, 37, is among the top local leaders who source from regional farmers.

"I was passionate about the product and how it made me feel and how it helped other people," she said. "Quality has always been one of the highest priorities."

From the beginning, her menu has reflected this.

We are on a mission to provide a menu that is based on an anti-inflammatory diet, their website proclaims. Organic. Plant Focused. House made from scratch. Low-glycemic. No seed oils. Minimal gluten and dairy from only the highest quality sources.

Southern Squeeze, Riverview, Tennessee

"It was what the people wanted," she said.

Yes, juices are $11. Back in the kitchen, the industrial juicer gobbles up four-to-six pounds of vegetables, Kelsey says.

Per. Juice.

"This machine typically stays on four to six hours per shift," said Isaac Talbot. Kelsey estimates they serve 100s of smoothies per day. (Each week, 30 gallons of compost go to New Terra.)

Southern Squeeze, Riverview, Tennessee

The kitchen shelves are gorgeous with organic, natural, superpower ingredients: Medicinal reishi, lion's mane, nutmeg, mesquite and cardamom. Beets, curry, cumin.

There's organic coconut, pineapple, brown rice syrup, almond milk, organic black tahini.

And oat flour. Cacoa nibs. Chickpeas. Sweet potatoes. Pineapples, oranges, onions.

Southern Squeeze, Riverview, Tennessee

Southern Squeeze began in Riverview behind Tremont Tavern, then expanded to its current location across the street - same block as CVS, right across from Il Primo. Kelsey's opened other locations - Miller Plaza, Tomorrow Building - that later closed; she then expanded Southern Squeeze's current location.

It wasn't easy. It's never ... easy.

"It is hard," she said. "But at the end of the day, what we are putting out and the space we are cultivating? There's nowhere else. I think that all ships rise together."

How do you endure?

"God," she said. "I'm a very spiritual person. When things aren't kicking along, you've really got to trust."

"Everything will work out. Sometimes, you forget."

Southern Squeeze, Riverview, Tennessee

Today, Southern Squeeze has 28 employees. It's their presence that elevates and shapes the Southern Squeeze atmosphere. You feel it when you walk in.

"Culture is important to me. They have heart and soul. I want them to feel respected," she said.

Southern Squeeze, Riverview, Tennessee

She's a mom of two young children; Southern Squeeze endured a pandemic and, now, rising food prices.

The tempting deals - cheaper ingredients, shortcuts with staff, cutting out locally sourced ingredients - are always there.

As we sat at the Southern Squeeze table, smoothie glasses straw-slurped clean, I asked one final question:

Why devote so much time, money and energy when there are quicker, cheaper ways?

That's when Kelsey made one final announcement.

"To help heal a system."

Southern Squeeze, Riverview, Tennessee

Story ideas, questions, feedback? Interested in partnering with us? Email: david@foodasaverb.com

This story is 100% human generated; no AI chatbot was used in the creation of this content.

food as a verb thanks our sustaining partner:

food as a verb thanks our story sponsor:

Tucker Build

X

keep reading

November 20, 2024
read more
November 17, 2024
read more

Standing tall in a family of meat-eaters, Kelsey Vasileff was 10 when she made her announcement:

I'm going vegetarian.

"It was the first little thing that introduced me to health," she remembers. "I gave it up for Lent."

It was not the most popular of announcements. (Although her sister, already a vegetarian, cheered.) Her parents had a garden at their Chattanooga home, which would prove influential later in her life, but, vegetarianism was a lonely road. Mustering some internal, even fiery, independence, she held her own against a culture that, in the late 90s, saw vegetarianism as either unAmerican or unhealthy or both.

She just ... knew.

It was this felt-sense of the immediate and ongoing way that food affects the mind, body and spirit. Kelsey knew in her bones (and bloodstream): you really are what you eat.

"If you can start with a clean body, you can get everything else on track," she said.

Kelsey Vasileff, Southern Squeeze, Riverview, Tenn.

She spent time in Yellowstone before returning to Chattanooga to major in environmental science and biology at Univ. of Tennessee at Chattanooga.

That's when she began blending produce into juices out of her apartment kitchen for her mom, sister and next-door neighbor.

Then, friends.

Then, more friends, more neighbors.

Then, strangers.

"There was a line outside my apartment," she said.

Years later, the line continues to form. Kelsey owns Southern Squeeze, the ever-popular vegetarian juice bar in Riverview.

Southern Squeeze, Riverview, Tennessee

One reason folks love Southern Squeeze?

Kelsey's resolute North Star focus on health, wholeness and no-shortcuts or  side deals. What you see is what you get. Kelsey's ingredients are like her: honest. And in a world of compromises and confusing ingredients we can't pronounce, it's reassuring to have someone, and somewhere, you trust.

A nearly lifelong vegetarian, then vegan, she spent two years considering whether to include eggs on the menu.

Two. Years.

"People who’ve always been our customers care about quality and what we put into bodies," she said. "It’s why we exist. It's what keeps me going."

Another reason?

It tastes so phenomenally good; usually, I wish I had a pony keg - not just 16 ounces - of Southern Squeeze juices.

Southern Squeeze, Riverview, Tennessee

A third reason?

She sources from local farmers.

Abundantly, devotedly, generously sources.

Southern Squeeze, Riverview, Tennessee

Like eggs from Sequatchie Cove Farm.

Sequatchie Cove Farm, Marion County, Tenn.

And apples from Wheeler's Orchard and Vineyard.

Jane Mauldin, Wheeler's Orchard, Dunlap, Tenn.

And bread from Niedlov's Bakery & Cafe.

Niedlov's Bakery & Cafe, Main St., Chatt., Tenn.

And micro-greens from Ron and Cynthia Shaffer at Red Clay Farms.  

Ron Shaffer, Red Clay Farms, Main St. Market, Chatt., Tenn.

"We grow 12 different micro-greens," Ron said.

He's got 20 trays under grow lights devoted to Southern Squeeze.

"That's red amaranth," he said. "It's a grain with neon pink stripes. It tastes like beets. It's among the top five most nutritious."

Red amaranth, microgreens, Red Clay Farms, Bradley Co., Tenn.

She launched Southern Squeeze in 2014, 10 years ago last April. She'd been teaching yoga, following a strict vegan diet yet was troubled by digestive and heartburn issues.

So, she refined her approach.

"A very clean diet, cleansing, healing my body," she said.

She looked around. High and low. Near, far. Couldn't find any restaurant or juice bar in the city that could offer high-quality, locally-sourced juices.

"We need this in Chattanooga," she realized.

So, at 27, she made her next announcement:

I'm opening an organic, vegan juice bar.

Southern Squeeze, Riverview, Tennessee

Today, Kelsey, 37, is among the top local leaders who source from regional farmers.

"I was passionate about the product and how it made me feel and how it helped other people," she said. "Quality has always been one of the highest priorities."

From the beginning, her menu has reflected this.

We are on a mission to provide a menu that is based on an anti-inflammatory diet, their website proclaims. Organic. Plant Focused. House made from scratch. Low-glycemic. No seed oils. Minimal gluten and dairy from only the highest quality sources.

Southern Squeeze, Riverview, Tennessee

"It was what the people wanted," she said.

Yes, juices are $11. Back in the kitchen, the industrial juicer gobbles up four-to-six pounds of vegetables, Kelsey says.

Per. Juice.

"This machine typically stays on four to six hours per shift," said Isaac Talbot. Kelsey estimates they serve 100s of smoothies per day. (Each week, 30 gallons of compost go to New Terra.)

Southern Squeeze, Riverview, Tennessee

The kitchen shelves are gorgeous with organic, natural, superpower ingredients: Medicinal reishi, lion's mane, nutmeg, mesquite and cardamom. Beets, curry, cumin.

There's organic coconut, pineapple, brown rice syrup, almond milk, organic black tahini.

And oat flour. Cacoa nibs. Chickpeas. Sweet potatoes. Pineapples, oranges, onions.

Southern Squeeze, Riverview, Tennessee

Southern Squeeze began in Riverview behind Tremont Tavern, then expanded to its current location across the street - same block as CVS, right across from Il Primo. Kelsey's opened other locations - Miller Plaza, Tomorrow Building - that later closed; she then expanded Southern Squeeze's current location.

It wasn't easy. It's never ... easy.

"It is hard," she said. "But at the end of the day, what we are putting out and the space we are cultivating? There's nowhere else. I think that all ships rise together."

How do you endure?

"God," she said. "I'm a very spiritual person. When things aren't kicking along, you've really got to trust."

"Everything will work out. Sometimes, you forget."

Southern Squeeze, Riverview, Tennessee

Today, Southern Squeeze has 28 employees. It's their presence that elevates and shapes the Southern Squeeze atmosphere. You feel it when you walk in.

"Culture is important to me. They have heart and soul. I want them to feel respected," she said.

Southern Squeeze, Riverview, Tennessee

She's a mom of two young children; Southern Squeeze endured a pandemic and, now, rising food prices.

The tempting deals - cheaper ingredients, shortcuts with staff, cutting out locally sourced ingredients - are always there.

As we sat at the Southern Squeeze table, smoothie glasses straw-slurped clean, I asked one final question:

Why devote so much time, money and energy when there are quicker, cheaper ways?

That's when Kelsey made one final announcement.

"To help heal a system."

Southern Squeeze, Riverview, Tennessee

Story ideas, questions, feedback? Interested in partnering with us? Email: david@foodasaverb.com

This story is 100% human generated; no AI chatbot was used in the creation of this content.

Food as a verb thanks our story sponsor:

Food as a Verb Thanks our sustaining partner:

keep reading

November 20, 2024
READ MORE
November 17, 2024
READ MORE
November 20, 2024
READ MORE
November 17, 2024
READ MORE
November 13, 2024
READ MORE

Regional Farmers' Markets

Brainerd Farmers' Market
Saturday, 10am - noon
Grace Episcopal Church, 20 Belvoir Ave, Chattanooga, TN
Chattanooga Market
Sunday, 11am - 4pm
1820 Carter Street
Dunlap Farmers' Market
Every Saturday morning, spring through fall, from 9am to 1pm central.
Harris Park, 91 Walnut St., Dunlap, TN
Fresh Mess Market
Every Thursday, 3pm - 6pm, beg. June 6 - Oct. 3
Harton Park, Monteagle, TN. (Rain location: Monteagle Fire Hall.)
Main Street Farmers' Market
Wednesday, 4 - 6pm
Corner of W. 20th and Chestnut St., near Finley Stadium
Ooltewah Farmers' Market
The Ooltewah Nursery, Thursday, 3 - 6pm
5829 Main Street Ooltewah, TN 37363
Rabbit Valley Farmers' Market
Saturdays, 9am to 1pm, mid-May to mid-October.
96 Depot Street Ringgold, GA 30736
South Cumberland Farmers' Market
Tuesdays from 4:15 to 6:00 p.m. (central.) Order online by Monday 10 am (central.)
Sewanee Community Center (behind the Sewanee Market on Ball Park Rd.)
St. Alban's Farmers' Market
Saturday, 9.30am - 12.30pm with a free pancake breakfast every third Saturday
7514 Hixson Pike
Walker County Farmers' Market - Sat
Saturday, 9 am - 1 pm
Downtown Lafayette, Georgia
Walker County Farmers' Market - Wed
Wednesday, 2 - 5 pm
Rock Spring Ag. Center