Smoothie business opens on Messina Drive

James Fenton
Smoothie World N' Juice Bar manager and operator Adrian Schoch, left, talks with Crystal Sue's Sweet Shoppe and Bakery owner and baker David Mills Thursday.

FARMINGTON – At age 18, Jessica Godinez topped out at 300 pounds and decided to turn from a steady diet of video games and fast food to daily walks and meals centered around fresh fruit and vegetables.

Now 22, Godinez is down to a healthier 170 pounds and is working six days a week with her boyfriend, Adrian Schoch, at their first business, Smoothie World N' Juice Bar, in a mini mall along Piñon Hills Drive on Messina Drive.

The business shares a building with Fitness World, the city's latest gym, which opened last year.

The shop offers smoothies Godinez has dreamed up like Orange You Flaxing? (peaches, carrots, oranges and flax seed), Green Fiend (bananas, pears, apples, kale, oranges), Morning Jam (raspberries, almond milk, cherries, honey, ginger and lemon) and a new creation called Over the Rainbow (mango, pineapple, orange and cherries) that she said tastes like a "mouthful of Skittles (candy) but made with real fruit."

The shop, which also sells espresso, coffee and snacks like muffins and trail mix, lets customers pick their favorite ingredients with a "build your own" smoothie. Down the road, Godinez said she'll expand the menu to include modest meal offerings like salads and veggie wraps.

The new Smoothie World N' Juice Bar has opened in a mini mall on Messina Drive in Farmington.

Godinez said she got a little help launching the smoothie shop from her dad, Ernest Roybal, who opened a Dickey's Barbecue Pit in the same development last summer.

The mini mall is a recent development in a largely undeveloped stretch of town amid sandstone mesas and brush across the four-lane arterial road from Piedra Vista High School.

"I was making smoothies for my family every morning, and I just told (my dad), 'You know, I really want to open a smoothie shop,'" she said. "And a couple of months later, he told me, 'You better get ready and quit your job because you're about to open your own smoothie shop.'"

Roybal said he is proud of his daughter and isn't surprised she has taken to the enterprise with a lot of ideas and plans to expand.

"She's more than ready for the challenge," he said Thursday morning while watching his daughter whip up a recent invention — a white chocolate raspberry iced coffee. "Look at you, you get to play with food all day."

Smoothie World N' Juice Bar manager and operator Adrian Schoch prepares drinks for customers Thursday.

Roybal said he also has plans to breathe life into his barbecue operation by combining his faith with his love of food. Later this year, he said he plans to take the national barbecue chain on the road with a project called Manna from Heaven. With funding raised from car washes in the mall's parking lot, Roybal said he plans to take the Dickey's van, load it full of pulled pork sandwiches, bags of chips and bottles of water, drive to random spots around San Juan County and give it all away.

Godinez said she'll bring her blender and add smoothies to the edible offerings.

Why give away food?

"For Him," Roybal said, pointing toward the sky. "He opens doors, and we're usually too afraid to go through them."

Roybal said his mission to feed people in his restaurant or for free in public is an equally important component of his entrepreneurial efforts.

"We're here to serve," he said. "I love food. And I want to feed people. Care about each other, love one another. The more we show love, hopefully, the more the world will see love and we can change it, one person at a time."

James Fenton is the business editor of The Daily Times. He can be reached at 505-564-4621.


More information

What: Smoothie World N' Juice Bar

Where: 3701 Messina Drive in Farmington

Hours: 7 a.m. to 7 p.m. weekdays and 9 a.m. to 4 p.m. Saturdays

More info: Call 505-860-9191 or search for Smoothie World on Facebook