My entrepreneurial journey began pretty much like any other: with a dream. It was the late 80s and we were living in Florida, surrounded by acres of citrus groves (my husband is a fourth-generation citrus farmer). I was a new mom, pulling my young daughter Natalie through the orange groves, just thinking about the fact that there wasn't any fresh, authentic juices available that I could comfortably serve my baby daughter.
At the time, there were only mass produced, preservative-laden and over-processed juices, all coming from a stable of large, established brands.
My dream was to change that.
I've always been careful about what I eat, truly believing our bodies treat us the way we treat them, and I knew other mothers and families who felt the same way. That morning in the orange groves, I realized that I needed to fill this void in the market, for me and others, and so the dream of Natalie's Orchid Island Juice Company was born.
At first, it was a small operation. I installed two 1,000-gallon stainless steel tanks and a juicer I had picked up from a local producer, founding the company in the back half of a fresh fruit retail store. I had to borrow a nearby butcher's refrigerated truck to deliver our first order, but I made it happen.
Soon I was calling in my brothers to help. All of us were passionate about working our business plan to its fullest and soon demand for our juice was sufficient to expand our operations. We went from two tanks to eight tanks, four employees to almost fifty. We moved into a new location, expanding our sales presence to other states and eventually going global. All the while, we held true to my original vision of supplying our customers with authentic, minimally processed juice made exclusively from fruits grown in Florida.
My dream quickly turned into our family's reality. Natalie's Juice Company was a complete success; we were a hit with customers looking for an authentic alternative to the processed juices offered by mass-marketed brands. I always say, we began producing clean label juice before it was chic.
Now getting to this level hasn't been easy. I faced many challenges in those early days, especially as a female CEO trying to build a unique brand in an industry dominated by men with a corporate culture that hadn't changed for decades.
For many entrepreneurs, the ultimate business goal is getting to an exit strategy: a profitable sale to a larger conglomeration that's been attracted to your financial success. At the time, Natalie's was truly a family-run business. We had done it all—taking no outside funding or even any debts. By this time, the juice industry became interesting to private equity investors, and we were approached by one who saw great value in our business. The private equity firm explained to us that, with their help, Natalie's could reach the next level.
So, in the year 2000, we sold our juice business to a large firm that promised to help us achieve even greater heights.
However, I quickly began to question our decision to sell the company we had worked so hard to build up, especially to people outside of our family. There was an immediate departure from the company's original core values, and we wanted more for the customers who had grown to know and love our brand. These people counted on our brand for their families' nutrition, and all of a sudden that brand wasn't delivering like it used to.
By 2003, we did something most companies don't do—we bought our company back! Once we did, we immediately returned to our original core values and mission: producing the best-tasting, authentic juice on the market.
So, what did I learn from this experience?
Don't Stray Away From Your Roots
When I decided to sell, I still thought I had the company's best interest at heart. The new owners promised to take the enterprise to a new level, a success beyond our wildest dreams. But I should have had confidence in the fact that we ourselves could drive that level of success—and eventually we did! We should never have questioned our abilities or strayed away from the core values that had served us so well.
When You're Passionate, No One Knows Your Business Better Than You
Since growing this business from the ground up, I've been an engaged participant in all aspects of the enterprise, from financing and marketing to R&D and taste-testing. If you truly love what you're doing, don't let anyone try to convince you they know better. Have faith in your choices, especially when they have been working!
Faith, Family and Friends are Your Best Business Partners
None of this journey could have been accomplished without the talent, care and passion of my family and friends. Their support has been a great pillar of strength for me, but without faith in myself I never could have taken the first step towards starting this business. You cannot undervalue any of these factors when making choices in your life.
I had the rare opportunity to correct a misstep in life and take back the company I built and loved. Today, Natalie's is once again a thriving family-owned company. We were recently named to Inc. 5000, which lists the "most inspiring" companies of 2018, and last month we launched a new line of cold-pressed, functional, holistic juices that represent the next generation of the Natalie's brand. The future remains bright, and my experience as an entrepreneur has taught me that an exit strategy is no-good if it takes you away from doing what you love.
For decades, women have been unknowingly suffering from PSD and intergenerational trauma, but now Dr. Valerie Rein wants women to reclaim their power through mind, body and healing tools.
As women, no matter how many accomplishments we have or how successful we look on the outside, we all occasionally hear that nagging internal voice telling us to do more. We criticize ourselves more than anyone else and then throw ourselves into the never-ending cycle of self-care, all in effort to save ourselves from crashing into this invisible internal wall. According to psychologist, entrepreneur and author, Dr. Valerie Rein, these feelings are not your fault and there is nothing wrong with you— but chances are you definitely suffering from Patriarchy Stress Disorder.
Patriarchy Stress Disorder (PSD) is defined as the collective inherited trauma of oppression that forms an invisible inner barrier to women's happiness and fulfillment. The term was coined by Rein who discovered a missing link between trauma and the effects that patriarchal power structures have had on certain groups of people all throughout history up until the present day. Her life experience, in addition to research, have led Rein to develop a deeper understanding of the ways in which men and women are experiencing symptoms of trauma and stress that have been genetically passed down from previously oppressed generations.
What makes the discovery of this disorder significant is that it provides women with an answer to the stresses and trauma we feel but cannot explain or overcome. After being admitted to the ER with stroke-like symptoms one afternoon, when Rein noticed the left side of her body and face going numb, she was baffled to learn from her doctors that the results of her tests revealed that her stroke-like symptoms were caused by stress. Rein was then left to figure out what exactly she did for her clients in order for them to be able to step into the fullness of themselves that she was unable to do for herself. "What started seeping through the tears was the realization that I checked all the boxes that society told me I needed to feel happy and fulfilled, but I didn't feel happy or fulfilled and I didn't feel unhappy either. I didn't feel much of anything at all, not even stress," she stated.
Photo Courtesy of Dr. Valerie Rein
This raised the question for Rein as to what sort of hidden traumas women are suppressing without having any awareness of its presence. In her evaluation of her healing methodology, Rein realized that she was using mind, body and trauma healing tools with her clients because, while they had never experienced a traumatic event, they were showing the tell-tale symptoms of trauma which are described as a disconnect from parts of ourselves, body and emotions. In addition to her personal evaluation, research at the time had revealed that traumatic experiences are, in fact, passed down genetically throughout generations. This was Rein's lightbulb moment. The answer to a very real problem that she, and all women, have been experiencing is intergenerational trauma as a result of oppression formed under the patriarchy.
Although Rein's discovery would undoubtably change the way women experience and understand stress, it was crucial that she first broaden the definition of trauma not with the intention of catering to PSD, but to better identify the ways in which trauma presents itself in the current generation. When studying psychology from the books and diagnostic manuals written exclusively by white men, trauma was narrowly defined as a life-threatening experience. By that definition, not many people fit the bill despite showing trauma-like symptoms such as disconnections from parts of their body, emotions and self-expression. However, as the field of psychology has expanded, more voices have been joining the conversations and expanding the definition of trauma based on their lived experience. "I have broadened the definition to say that any experience that makes us feel unsafe psychically or emotionally can be traumatic," stated Rein. By redefining trauma, people across the gender spectrum are able to find validation in their experiences and begin their journey to healing these traumas not just for ourselves, but for future generations.
While PSD is not experienced by one particular gender, as women who have been one of the most historically disadvantaged and oppressed groups, we have inherited survival instructions that express themselves differently for different women. For some women, this means their nervous systems freeze when faced with something that has been historically dangerous for women such as stepping into their power, speaking out, being visible or making a lot of money. Then there are women who go into fight or flight mode. Although they are able to stand in the spotlight, they pay a high price for it when their nervous system begins to work in a constant state of hyper vigilance in order to keep them safe. These women often find themselves having trouble with anxiety, intimacy, sleeping or relaxing without a glass of wine or a pill. Because of this, adrenaline fatigue has become an epidemic among high achieving women that is resulting in heightened levels of stress and anxiety.
"For the first time, it makes sense that we are not broken or making this up, and we have gained this understanding by looking through the lens of a shared trauma. All of these things have been either forbidden or impossible for women. A woman's power has always been a punishable offense throughout history," stated Rein.
Although the idea of having a disorder may be scary to some and even potentially contribute to a victim mentality, Rein wants people to be empowered by PSD and to see it as a diagnosis meant to validate your experience by giving it a name, making it real and giving you a means to heal yourself. "There are still experiences in our lives that are triggering PSD and the more layers we heal, the more power we claim, the more resilience we have and more ability we have in staying plugged into our power and happiness. These triggers affect us less and less the more we heal," emphasized Rein. While the task of breaking intergenerational transmission of trauma seems intimidating, the author has flipped the negative approach to the healing journey from a game of survival to the game of how good can it get.
In her new book, Patriarchy Stress Disorder: The Invisible Barrier to Women's Happiness and Fulfillment, Rein details an easy system for healing that includes the necessary tools she has sourced over 20 years on her healing exploration with the pioneers of mind, body and trauma resolution. Her 5-step system serves to help "Jailbreakers" escape the inner prison of PSD and other hidden trauma through the process of Waking Up in Prison, Meeting the Prison Guards, Turning the Prison Guards into Body Guards, Digging the Tunnel to Freedom and Savoring Freedom. Readers can also find free tools on Rein's website to help aid in their healing journey and exploration.
"I think of the book coming out as the birth of a movement. Healing is not women against men– it's women, men and people across the gender spectrum, coming together in a shared understanding that we all have trauma and we can all heal."