The Sproutman’s Sprouts — The Sprout Brothers — Take Root
Sprout Brothers Ari and Noah
By Jamie Larson
The Sprout Brothers are no doubt making the old Sproutman proud in Great Barrington. Steve “Sproutman” Meyerowitz started his healthful empire in New York City in the 1970s. Plagued by allergies and asthma, he looked for a natural dietary solution. He became vegan and began a sprout and wellness company built on the idea that the potential energy stored in sprouts is not only great for you but also gives you the opportunity to grow your own food in a small space with compact grow kits and equipment.
“Sprouts have ultra-concentrated nutrients, they’re ultra affordable, and when juicing comes into play, you’re really getting a lot of value,” said the Sproutman’s eldest son Ari, who now runs the company with brother Noah. “He called it turning your kitchen into your ‘farmacy.’”
But it wasn’t just a message for the Sproutman and his family, who came to settle in the Berkshires. They all practiced what the patriarch preached with his trademark enthusiasm. His early training in vaudeville served him well as he became a lively fixture in the alternative health community over the decades, selling all manner of sprouts and growing devices and authoring 10 books (reprinted in many languages). It was a great loss for many when Meyerowitz passed away in a car accident in 2015.
Now the homegrown, family company continues in the stored potential of the next generation, Ari and Noah, a.k.a. the Sprout Brothers. The young men, supported by mom Beth and sister Gabrielle, have deftly continued operations that were once so defined by their father’s personality, and are even getting ready to launch some new products.
“Ari and I were drawn to continuing his legacy,” Noah said. “He was really a one-man show. He beeped to his own horn. We don’t consider ourselves experts, but we grew up living the life and we’ve been partnering with some great people in the industry.”
One of those partnerships is about to bear exciting fruit. The brothers are collaborating with raw food chef and author Jenny Ross and “juice guru” Steve Prussack to launch a new juice cleanse that will start, fittingly, post holiday gorging season. Details will be announced soon, so keep an eye on their social media and subscribe to their very active newsletter.
The Sprout Brothers said they’re also really excited about the launch of the first new product they’ve made start-to-finish since taking over the company. It has added meaning because it was an idea of their father’s that he didn’t have a chance to bring to fruition. The new, low-temperature dehydrated wheat grass juice capsules are different than similar products that just pulverize the plant. Juicing removes most of the fiber so you get much more concentrated nutrients.
“It’s nice to have the satisfaction that it’s something he wanted and we were able to bring it from start to finish,” said Ari.
This is also the perfect time to get one of their growing systems, too, the brothers said. With fresh local produce season over for now, their season goes on. So, too, does the Sproutman’s family business.