One of the most healthy, ethical, and tasty businesses is Hampton Roads is coming to Norfolk to be part of The Main.
Fruitive is coming to Downtown Norfolk, and with it they bring a dining philosophy you don’t see often enough.
Based out of Hilltop in Virginia Beach, Fruitive is a 100% plant-based restaurant, and has the distinction of being Virginia’s first Certified Organic restaurant. Their menu features cold-pressed juices, salads, wraps, and other items that will keep you happy and alive.
They are also passionate about sustainability. This is welcome news in a city that has to be making all of its decisions with health and long-term vitality in mind.
“I want the Norfolk community to be served the same quality food that I desire my own parents and children to eat,” said Gregg Rozeboom, the owner of Fruitive. “When I was a boy, my Dad was always telling me to, ‘Eat your fruits and vegetables!’ He repeated that phrase so often that I guess it became a part of my destiny.”
The Main, slated to open early next year, is Norfolk’s gleaming new hotel conference center at 100 E. Main Street. Developed by Bruce Thompson and Gold Key | PHR, with heavy public financing, The Main is a big bet for the city of Norfolk. To succeed, the $147 million building has to be as much of a draw as Norfolk itself. Fruitive, with its sense of style and quality product, is a smart addition.
“Many of our regular customers and employees live in Norfolk and have been asking for years that we bring Fruitive to them, so I’m excited to finally bring our plant-based organic menu to the Norfolk community,” said Rozeboom.
Fruitive at The Main will include an outdoor area designed by Work Program Architects. Rozeboom has expressed his desire to be a vital part of the downtown Norfolk community — he’s scheming about some special projects that are still under wraps, but that sounded very fun to me.
Here’s a rendering from the point of view of Main Street.:
While, admittedly, I am not a fan of public money subsidizing luxury anything, to read how Gold Key describes it, it’s hard not to get a little caught up in their vision for The Main:
As Downtown Norfolk’s newest social destination, The Main, caters to both locals and visitors alike with its collection of signature dining options, unique retail experiences, luxury hotel and state-of-the-art meeting spaces. As guests enter The Main, they are greeted by an astounding 100-foot tall ground floor glass atrium with interiors seamlessly blending Norfolk’s urban core with a bright and contemporary design. From the atrium, guests can easily access The Main’s luxury Hilton Hotel, which features 300 well-appointed guest rooms offering an extensive list of guest amenities. Additionally, the Exchange’s meeting and convention 42,000 square-foot space houses Virginia’s largest hotel ballroom space, just one of thirty-nine different meeting spaces. Current dining options at The Main include Saltine, Varia and Grain, each offer dining choices that range from casual rooftop brewery and lounge to fine dining Italian food fare.
Here’s their promo video:
I’m excited about Fruitive coming to Norfolk. And as someone who cares about this city, I’m rooting for The Main. See you at the juice bar.
For more of Fruitive, here they are on Facebook.