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Couple turns their passion into Pulp

A PERTH couple recently turned their passion for healthy living into their livelihood and established Pulp, a new juice bar they hope will capture the growing market of health conscious individuals.

Set on the corner of William and Wellington Streets, Pulp’s owners Amanda and Jamie Di Florio are expecting to capitalise on not only their prominent location but also the increasing demand for health products.

Months of market research interstate and overseas have turned up positive results, according to Mrs Di Florio.

“There has been a big growth in the market for juice bar style venues, the whole concept is starting to take off in Melbourne and in the US it is huge,” she said.

“We’ve done a lot of market research in the area and we believe it will definitely grow in Perth.”

Business broking firm Goodwin Mitchell O’Hehir’s managing director Graham O’Hehir agreed the health food industry’s future was bright.

“Diet, lifestyle and fitness is going to continue to be important for people — it’s a creeping revolution, but it will not occur overnight,” he said.

“One of the good things about the industry is that people are willing to spend money once they have entered the store — it’s often not the price but the quality that is of concern to the customer.”

The couple sub-let 30sqm from the Hall & Jones Hair Shop and, while their first preference was Subiaco, they believe the location is ideal.

“We were originally looking to set up our store in Subiaco,” Mrs Di Florio said.

“That was our first preference because we felt it was more upmarket.

“But we discovered this place and the arrangement has worked really well for us — we couldn’t have asked for a better place.

“We do get most of our customers from walk-bys and word-of-mouth.”

The couple will further raise their profile early next month when they set up a stall at the Gatecrasher dance event.

“Our market is mainly between the 20-35 age bracket — there are 12,000 people attending Gatecrasher, so a big sector of our market will be there,” Mrs Di Florio said.

“It was always one of our aims to set up at events such as the Big Day Out, so the fact that Gatecrasher has come along is really good.”

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