Olade Lemon Squeeze, How Did They Get the Idea?

The quintessential question posed to any start-up company worth its LLC. Certainly, there have been more than a few compelling stories among the organic and wholesome product rollouts successfully capturing the imagination of American consumers these days. Whole Foods boasts of the “virtuous circle” and their first little store hunkered down in Austin, TX. Newman’s Own proudly admits to their entire franchise being started “on a lark.”

For Brad and Selene Wilk, their innate sense of modesty combined with a punk rock sense of scale prevented them from dreaming anything too out of proportion for the occasion. But it comes to no surprise that the first spark kicking off the chain of events that led to their new venture—forming OLA BEVERAGE CO. to deliver a line of functional products that are both sugar free and organic—stems from the same well of reinvention and resourcefulness that has marked both their rock careers and a decade-plus relationship (they’ve been husband and wife for three years and are also the parents of two young children).

The roots of Olade™ can be traced to the ingenuity of Brad, who was unable to find an organic, sugar free lemonade to fit with his own health and diet management concerns. So, he combined fresh squeezed organic lemons, spring water and stevia to make his own. “We use to spend so much time in health food stores looking for a sugar free alternative,” recalls Brad. “We knew there were people out there going through the exact same process.”

Family, friends, thirsty acquaintances, as well as fans of Brad and Selene’s music and Olade continue to applaud the determined couple for bringing the popular lemonade alternative to market. Even cynical rock critics are trying to divine how they did it? (Brad is widely known as the drummer for Rage Against the Machine and Audioslave; Selene as the driving creative force behind alt-band 7 Year Bitch who has seamlessly dovetailed her natural curiosity for healthy lifestyle solutions into a passion for organic foods.)

Both were inspired to go above and beyond the call of duty on this venture, quenching their thirst (and many others) in hopes of contributing to a healthier lifestyle and the common good. As parents themselves, they recognize the growing consensus that both the majority of children and adults have too much sugar in their diet. “What happens is healthier choices get sidelined,” says Selene. “Brad and I have always been conscious of what we put in our bodies and our children’s bodies. We’re excited about the fact that Olade provides a healthy alternative to people who want to put something good back into their diets.”

There is a sheer “mom and pop-iness” of their quest: delivering a delicious, healthy, sugar free, low calorie functional beverage to people of all ages. Fulfilling this demand has already engendered a vital rapport between health-conscious parents and Olade. Such a bond is in keeping with Brad and Selene’s activist roots. Now the main stars in the Olade orbit are the cartoon characters Lemmy and Steve—creations of noted artist/designer Paul Frank Sunich. Paul is best known for creating the character Julius The Monkey, and has entered into several high profile co-branding affiliations in fashion and music.

All part of the evolving story of Olade. Brad, Selene and their partner, organic product specialist and company COO Andrew Colehower, have engrained a kitchen table sensibility into every detail of Olade’s architecture. The company is also motivated by Brad’s own personal experience of being diagnosed with type 1 diabetes in the mid-1990s, which initially fueled the artist’s search for a sugar free solution like Olade in the first place.
Ultimately, says Selene, it just may be the simplicity and sincerity of their homemade concept that has carried the day. “We have always been advocates of a healthy, organic lifestyle,” says Selene. “The three essential ingredients Brad put in Olade—organic lemons, spring water, stevia—we’ve always had them on the table, always within reach in our home. We’re the kind of people that once we get determined about something—even making a healthier, sugar free lemonade product—we want to make it something that everyone can benefit from.”

Check us out at www.olade.com