Founder and CEO , Joe & the Juice
45-year-old Kaspar Basse is the son of the late renowned Danish CEO Jørgen Basse and Anne-Lise Basse. He took a degree at Copenhagen Business School, but always had entrepreneurial tendencies. That made him start the web agency Magnetix, but shortly after - in 2002 - he changed direction completely, and opened the first JOE & THE JUICE inside lifestyle shop Rue Verte New Østergade in Copenhagen.
It was because of his athletic career and being part of the Danish national karate team, where he had a strong focus on health and nutrition, he got the idea for the concept. At that time there was no place in Copenhagen to go out and eat a healthy meal in comfy surroundings.
Today, 15 years later, JOE & THE JUICE have 170 stores in 14 countries.