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North Bay Business Journal

Monday, June 9, 2014, 7:00 am

San Rafael startup Urban Remedy plans Point Richmond expansion

CEO: 15-fold increase in production capacity expected

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    SAN RAFAEL — Ready-to-eat raw meal and beverage manufacturer Urban Remedy is relocating its current San Rafael manufacturing facility and offices to Contra Costa County’s Point Richmond, following a $5 million infusion in private capital and appointment of a new chief executive.

    Urban Remedy offers a line of premium cold-pressed juices, along with ready-to-eat meals and snacks. (credit: Urban Remedy)

    The investment from Venture51 will help the company to scale production in the new 20,000-square-foot facility, where improved automation will contribute to a 15-fold increase in capacity, said Paul Colletta, CEO. The funding will also help increase marketing and expand retail storefronts.

    Urban Remedy currently manufactures its products in a 3,000-square-foot facility at 1904 Fourth St. in San Rafael. The 40 full-time corporate and production employees at the current location will be offered positions at the new Point Richmond headquarters following its closure, Mr. Colletta said.

    The move is expected this fall.

    Mr. Colletta joined Urban Remedy as chief executive this year, following executive roles at Jamba Juice and POM Wonderful.

    Urban Remedy was founded by licensed acupuncturist, herbalist and certified nutritionist Neka Pasquale in 2009, and in November 2012 received a $1 million investment from Science.

    The CEO declined to discuss company sales, but noted the majority of sales are direct-to-consumer through the company’s website (urbanremedy.com). Urban Remedy has two retail storefronts, in San Rafael and Mill Valley, and is planning to launch a location in Santa Monica, he said.

    Urban Remedy lists model Cindy Crawford on its board of directors, and she is featured in company branding.

    The company is planning hires in food production and e-commerce in the coming months, Mr. Colletta said.

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