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Eric Helms founded Juice Generation, his New York City-based juicing bar, in 1999 to with the mission of helping people of all lifestyles, ages, and dietary backgrounds experience the energizing effects of fresh, raw juices made with premium ingredients. Today, his original Hell's Kitchen location has expanded to 10 stores around Manhattan. Eric also co-founded Cooler Cleanse with Salma Hayek in 2009, which delivers detoxifying juice cleanses and raw food meals nationwide. Eric is writing his first book on juicing to be published by Simon & Schuster (2014).