At this point, the term “Farm to table” is pretty ubiquitous in the dining space. But have you ever heard of blog to bottle?
We’re guessing you haven’t, but that is essentially what Avry Griffin did with Griffy’s Organics, the holistic Brighton Avenue spot that is beginning to expand.
“We started out as a blog, we wanted to inform people about holistic nutrition options,” Griffin explained, adding that the site would host listings of community events targeted a health-conscious residents, and he would attend the events and give out free samples of the raw juices that are the foundation of Griffy’s menu of options.
“After that, we went into the home kitchen, making juices and doing home delivery,” he said. With a boost from the Long Branch’s “Shark Tank” program in 2021, Griffin and his cousin and business partner, Chris Griffin, were able to go brick-and-mortar. August marked three years in their current location, which also doubles as the production facility. Storefronts in Asbury Park and Red Bank have also taken root in the last few months.
One thing that Gfriffy’s is trying to accomplish is making healthy and organic foods more approachable, not only from a cost perspective but also from a knowledge base. There are a lot of people who want to get healthier but don’t exactly know where to begin, and Griffin leans back into the blog days, informing customers about the nutritional benefits of everything from the protein smoothies to wellness shots and juices.
“When you come into our store, everything is affordable. Our juices are nine bucks,” he said, noting that they also offer a $10 a month membership program that allows customers to take 15 percent off their purchase, with no limits on frequency or products.
“It’s not the best for a net margin POV, but we really are mission-driven,” he said with a laugh.
For Griffin, the entrepreneurial spirit runs deep. His “Pop Pop” ran a clothing store and tailor shop in Asbury Park that remained in business through the generations for more than a century. When he was in high school, in addition to being the quarterback for Long Branch HS’s football team, Griffin had a social media marketing company, helping brands reach new customer bases. The pivot to Griffy’s came pretty organically; Griffin says that he had “foundational” knowledge about this type of nutrition based on the way he grew up and the people around him. His cousin and business partner, Chris, is a holistic nutritionist and studied at Wake Forest University, so the fit was seamless. In addition to the local operation, Griffy’s offers nationwide shipping and Griffin says they ship up and down the East Coast regularly.
“We wanted to provide to the market to help people, and looking around the landscape, I felt like we could do something that would have some impact on people's lives.“
One of the ways they try to achieve that is through food and nutrition. The gut functions like the body’s “second brain,” Griffin says,” and he believes that keeping it healthy and happy is a positive for everyone in the community.
“The biggest thing is people being more conscientious of consumption decisions,” he says. “(What we put into our body) affects everything from our moods to our health. Being more conscientious in general has the biggest socioeconomic impact on our community as a whole.”
On top of the high-protein smoothies, wellness shots and cold-pressed juices, Griffy’s also offers healthy snacks like hummus and guacamole. They source as much as they can from local, organic farmers, and when they can’t, they work with trusted suppliers to ensure quality standards. The whole goal is to help people reach the wellness goals they are seeking.
“I feel like diet is like religion, it’s very personal,” Griffin said.
But if you’re looking to try something new, the team at Griffy’s is happy to be your guide.
Griffy's Organics is located at 144 Brighton Ave., Long Branch and 611 Bangs Ave., Asbury Park. You can find them on Instagram @griffysorganics
“We wanted to provide to the market to help people, and looking around the landscape, I felt like we could do something that would have some impact on people's lives.“
“The biggest thing is people being more conscientious of consumption decisions. (What we put into our body) affects everything from our moods to our health. Being more conscientious in general has the biggest socioeconomic impact on our community as a whole.”