By Ekeitha Heron
I’m an Air Force veteran who transitioned into working for the federal government, serving our country for 17 years. During that time, entrepreneurship was always a dream of mine. I was proud of the work I did in the movement, but also had passions and wanted to apply what I had learned over the years into my own venture.
In the military, you learn to lead, follow a mission, and respect the importance of structure and process. That’s why franchising felt like a natural fit. As veterans, we understand how to follow a plan, respect the rules, and execute with precision. When I found a business model I respected and aligned with my values and faith, I knew it was the right mission for me. Throughout my years serving the country, I developed a passion for healthy eating and am continually expanding my knowledge. That’s what drew me to Pure Green—I saw a need for truly healthy brands, and I wanted to be part of the solution.
From Military Service to Business Leadership
Although my time in a United States Air Force uniform was limited, it was quite impactful. There are many key takeaways that still guide me today. Similarly, my service in the federal government has also shaped me. These roles taught me how to manage complex operations, navigate high-pressure situations, and lead with a sense of purpose.
For veterans, franchising mirrors the structure and mission-oriented nature of the military. In both, you follow a proven system, respect protocols, and adapt to achieve your goals. The same skills that allowed me to excel in federal service—strategic thinking, meticulous planning, and unwavering commitment—are the foundation of my entrepreneurial journey. And, for the first time, with Pure Green of Lake Nona, this will be my own independent venture.
Why Pure Green?
When I discovered Pure Green through Vetrepreneur, values aligned immediately. The brand’s commitment to health and wellness through all-natural, nutrient-dense products resonated with my personal beliefs. As someone who has always valued education and self-improvement, I’m passionate about helping people make informed choices about their health.
Pure Green’s mission isn’t just about selling smoothies or acai bowls- it’s about empowering communities to live healthier lives. My store will be situated in Lake Nona, an area already rich with fitness studios and health-conscious businesses. I envision it as a hub for health enthusiasts to gather, connect, and grow—a space that extends far beyond its four walls. We are excited for our opening in 2025!
The Power of Community
One of the greatest lessons I’ve learned throughout my career is the importance of community. In the military, camaraderie and teamwork are essential. Similarly, in business, success depends on building strong relationships.
My vision for Pure Green in Lake Nona includes partnerships with local schools to promote healthy eating habits and sponsorships of school athletic programs. These initiatives reflect my belief that investing in the health and wellness of young people can create ripple effects that benefit the entire community.
Additionally, I will have the opportunity to serve my veteran community by providing for the 400,000 veterans in the region who visit the nearby Lake Nona, VA Hospital. Our veterans have made tremendous sacrifices for our country, and I am eager to offer them a welcoming space to unwind, refresh, and recharge. Through the Pure Green store, I aim to create an environment that acknowledges their service while promoting their health and well-being.
Educating customers will also be a significant focus. Too often, healthy eating is perceived as a luxury rather than an investment. By fostering awareness and offering accessible, nutritious options, I hope to change that perspective and inspire others to prioritize their well-being.
Lessons in Leadership
Leadership has been at the core of every stage of my life. With a bachelor’s degree in project management and years of experience leading teams, I’ve honed a collaborative, mission-driven approach to leadership. Yet stepping into the world of entrepreneurship has already offered valuable lessons.
The most profound realization is the power of resilience. Launching a business requires overcoming obstacles and maintaining focus on the bigger picture. For veterans, this mindset is second nature. In the military, you don’t let setbacks define you—you adapt and persevere. The team at Pure Green has helped me step into being a leader, I am excited to work hand in hand with them to find success.
I firmly believe that veterans are uniquely positioned to succeed as franchisees. Franchising provides a perfect blend of structure and independence, allowing you to leverage your military experience while building something of your own.
For my fellow veterans considering this path, know that the skills you honed in service—discipline, adaptability, and a sense of mission—are exactly what it takes to thrive in business. Franchising offers a way to channel those strengths into a new chapter of service, this time to your community.
Looking Ahead
As I count down to my grand opening, I’m filled with excitement for what lies ahead. Pure Green represents an opportunity to bring health and wellness to Lake Nona while continuing my legacy of service. Together with Pure Green, I’m ready to inspire healthier lifestyles and build a brighter future—one smoothie at a time.