In JOE, “Behind the Counter” is one of our core values which transcends throughout the entire organisation from top to bottom. It characterises our continuous strong belief that this company was created by the personalities from behind the counter of the stores and that JOE should continue to grow this way.

Within this core value lies our greatest strength, the will but also the ability to be able to step behind the bar no matter what your position might be. Everyone, from our CEO to our HR Department has worked behind the bar and earned their way to the position they have today. This is testimony to our ground belief that in order to grow the right way in this company, you start as a Juicer and move up from there. On the road, you will develop great work ethics, discipline and cultural understanding of our company.

On a day-to-day basis, BTC means that the true value is not behind the computer but rather behind the bar. Meaning that we do not believe that any leader can create much value for their team outside the bar. The value praises people who are hands-on and willing to lead by example and inspire for Operational Excellence.