The Smallest Shift That Changed Everything for Doug Evans

Why Integrity, Plants, and Sleep Transformed His Life

Every so often, a conversation reminds us that life’s biggest transformations often come from the smallest shifts. This week, I sit down with Doug Evans, an early pioneer in the natural food industry whose passion for health and sustainability has shaped his life’s work.

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Doug co-founded Organic Avenue in 2002, one of the first exclusively organic, plant-based retail chains in the U.S., and later founded Juicero, the first fresh, farm-to-glass automatic cold-press juicing system. Now, his mission is deeply aligned with his purpose—through The Sprouting Company, he empowers people to grow organic vegetables at home, effortlessly bridging the gap between accessibility and nutrition. With U.S. dietary guidelines recommending 7-13 servings of fruit and vegetables per day, yet the average American consuming less than one, Doug’s work is driven by a commitment to closing this gap and improving health at scale.

In this conversation, Doug shares how he overcame his deepest resistance—the search for a life partner—by completely changing his environment and mindset. From living in a tent in the desert to meeting his wife and having a home birth under the stars, his story is one of radical change and unexpected alignment. We also explore the power of integrity, why people struggle with honesty, and how choosing plants and prioritising sleep transformed his health. Doug’s reflections on self-acceptance and making peace with the past are a reminder that true fulfilment comes when we finally realise—we are enough.

Read on to discover his five answers, and listen to Live Well Be Well tomorrow for the full conversation.

What's one small thing about you that makes you, uniquely you?

I think that my journey from birth to now has just been so wild, and now I'm aware of that journey and my purpose.