How a We Rise Graduate Turned Prison “Weeds” Into a Holistic Business Opportunity
Nuru ZeKariyahh
When Nuru ZeKariyahh blends a smoothie or acai bowl at his Tempe shop, Add-On Smoothies, he’s serving more than fresh fruit. He’s blending nearly two decades of learning, a passion for holistic health and a life story that began in an unexpected place: a federal prison horticulture program.
A graduate of Local First Arizona’s We Rise accelerator for Black business owners, ZeKariyahh is using his business to fuse nutrition education, wellness and community connection — and the journey to get here is as remarkable as the smoothies he serves.
Finding Health — and a Calling — Behind Bars
While serving more than 13 years in federal prison, ZeKariyahh was introduced to vegetarianism, veganism — and ultimately — a lifestyle centered on raw food.
“It just touched my soul and resonated with me,” he said.
He immersed himself in studying nutrition and medicinal herbs, eventually foraging for wild plants in prison yards — to the bafflement of fellow inmates.
“They thought I was crazy, like, ‘Who is this guy picking weeds and eating weeds?’”
A transfer to another facility opened the door to a formal horticulture program, where he managed greenhouses, apprenticed and ate the fruits and vegetables he grew. It became his sanctuary — and the seed of a vision.
He wrote down a dream: to one day open a juice bar. After his release, he earned certification as a natural herbalist, started selling supplements and eventually opened Add-On Smoothies — a business 17 years in the making.
Taking the Next Step with We Rise
Acai Bowls are among Add-On Smoothies’ many nutritious delights
Operating as a vendor at local markets, ZeKariyahh learned about We Rise, Local First Arizona’s no-fee business accelerator. The program provides Black entrepreneurs with business planning support, financial strategies, marketing resources and connections to funding opportunities.
He signed up hoping to learn about financing, but walked away with skills and opportunities he hadn’t expected.
“I gained way more and I didn’t realize how many other things I needed help with,” he said. “Just from being in prison for so long, away from society, a lot of things change — especially technology and how vital it is in business. They’re helping me catch up, get my brand out there, manage and budget.”
From creating a true business plan to developing marketing assets and refining customer engagement, the program gave him tools to grow — and a clearer path toward his next goal: franchising Add-On Smoothies.
Health, Wellness and Community Under One Roof
Add-On Smoothies partnered with neighbor, Volition Gym, for “Workout Sundays”
Today, Add-On Smoothies is more than a juice and smoothie shop. ZeKariyahh partners with the gym next door, using the space on Sundays to host free community health events that combine education, workouts and herbal wellness.
“I want this to be a hub where people can come, be comfortable and get away from the hustle and bustle,” he said. “You can get educated, work out, get herbs. I’m just grinding it out until the time comes to add more employees.”
With the skills and connections gained from We Rise, he’s building a business model that blends entrepreneurship with a mission to make health and wellness accessible to more people.