Web Staunton was 30 pounds overweight when he decided to go on a 17-day fast and consume nothing but juice.
He was inspired by the 2010 documentary "Fat, Sick & Nearly Dead," which chronicles the journey of a man who lost 100 pounds on a two-month, all-juice diet.
Staunton didn't go to such extremes, but he did lose weight and said the juice helped alleviate his rheumatoid arthritis.
The experience prompted him to open NW Raw, an organic juice bar in downtown Ashland with his wife, Karen Staunton, and other family members.
The business launched in February and has already attracted a following of juice aficionados, as well as locals and tourists drawn in by the Northwest-themed decor.
Stacks of sawed-off logs, a fireplace, wood tables, clear acrylic chairs and fresh, green grass greet customers.
"We wanted to keep most of our materials as raw as possible," Karen Staunton said.
The couple's son-in-law, Trevor Downing, made the wood tables and other wood features inside the juice bar, which previously operated as a laundromat. He runs Forest City, a Southern Oregon business specializing in custom spaces, woodworking and furniture.
The couple's daughter, Rachel Downing, said her family tapped the talents of Bend designer Dan Thompson to bring a Northwest modern style of decor to the juice bar.
Wall murals and menu boards celebrate outdoor sports such as mountain biking, running and climbing.
"This community wants to get their juice and get out there and live their dreams and visions," said Web Staunton, adding that he and his wife enjoy hiking, biking and other outdoor activities.
The outdoor theme carries through in the names of drinks, salads and breakfast bowls served at NW Raw.
A drink called "Altitude" features carrot, lime and orange juice mixed with coconut milk, while the vegetable-rich "Compass" includes celery, cucumber, romaine lettuce, cilantro, kale and lemon.
For those with a sweet tooth, the "Pace" smoothie contains almond and coconut milk, plus berries, bananas and maple syrup.
The Stauntons are working with growers to source as many ingredients as possible from the local area. They plow through 400 to 500 pounds of produce each day, Web Staunton said.
Rather than let fruit and vegetable pulp go to waste after the juice has been squeezed out, the couple gives the material away for use in organic farming and as feed for chickens and other animals.
NW Raw uses compostable take-out containers and glass juice bottles. Customers who reuse bottles can get $1 off drinks.
The couple's son, Josh Staunton, is introducing their products to a wider audience by running a stand at growers' markets in Ashland, Medford and Grants Pass.
"It's a great opportunity for people to taste the juice," Web Staunton said.
A side benefit of opening the business, Karen Staunton said, is that she and her husband no longer have to go through the messy process of making juice at home.
"Not only do I not have juicing in my kitchen, but we have the opportunity to provide the community with a great tool to support a healthy lifestyle," she said.
Located at 370 E. Main St., NW Raw is open from 7 a.m. to 7 p.m. Tuesdays through Sundays.
For more information, call 541-708-6363 or see nwraw.com.