Arthur Black

I’m told that the Inuit have some sixty words for different kinds of snow, that doesn't surprise me; they see a lot of it. I live considerably south of the tree line, but even I have seventeen words for snow - none of them usable in public. - Arthur Black - Canadian Humorist

Our History

Our President & CEO...

Born and raised in Waskatenau, Alberta, Dale Wishewan has always been driven to pursue and achieve success. Possessing a lifelong passion for sports and fitness, he attended Portland State University on a baseball scholarship. He was no slouch academically, either, earning his B.Sc. in mechanical engineering. After graduation, he returned to his home province to work in international technical sales for a company called Edmonton Exchanger.  Dale enjoyed 8 years at Edmonton Exchanger growing an international division that didn’t exist.  While travelling in the U.S., he noticed the popularity of juice & smoothie bars, and realized there was an opportunity in the Canadian fast-food market to provide healthy alternatives to consumers with an active lifestyle.  Making his own protein concoctions for years and his interest in health in wellness made this an easy decision.

With the goal of bringing fresh and healthy food to the masses, Dale’s kitchen served as the testing ground for one creation after another —including some of the most popular smoothies on our current menu! The first Booster Juice location opened in Sherwood Park, Alberta, in November 1999. The timing was perfect…or was it?  Dale was opening a new concept going into the dead of a Canadian winter selling a cold beverage. Co-workers, neighbors, and friends thought Dale was crazy to embark on something so foreign to Canadians when he had such a great career at Edmonton Exchanger.  If there is one trait Dale exemplifies, it is determination. His grade 1 teacher, Mrs. Flaska, said she had never seen in a student in all her years of teaching as determined as Dale. With Dale’s level of determination, nothing ever seems out of the realm of possibility.  Not even selling smoothies in winter. As it turns out, people were ready for a healthy fast-food alternative, and there was nothing else like Booster Juice in the market.  With the decision made to open a juice and smoothie bar things moved quickly.  By the end of year one, 15 locations were open and in year two, 35 more were added. 50 stores in 2 years is considered a Canadian Franchise Record for store openings from inception.  When others in the Food Service Industry have asked how in the world he was able to open 50 stores in 2 years, Dale’s reply is always the same.  “I didn’t know in the first year whether 5 stores was typical, or 25, and everything came naturally from a project management side. The next thing you know we had 50 stores.”

About Booster Juice

From day one, we’ve been committed to providing customers with food they can feel good about. As a leader of healthy alternatives in the quick-serve industry, we’re consistently looking for new and innovative health products to add to our menu.
Today, Booster Juice has expanded to more than 350 locations around the world, bringing smoothies, fresh-squeezed juices and delicious hot food items to active customers on the go! 


  • 2016 CFA Hall Of Fame 
  • 2014 Technomic Canadian Restaurants Consumers' Choice Awards
  • 2014 EY Entrepreneur of the Year Global Hall of Fame
  • 2014 Canadian Franchise Association - Hall of Fame
  • 2013 Ernst & Young Prairies Entrepreneur of the Year
  • 2013 Ernst & Young Prairies Entrepreneur of the Year - Business to Consumer
  • Technomic’s 2013 Canadian Restaurant Consumers’ Choice Winner
  • 2005 Ernst & Young Prairies Entrepreneur of the Year - Emerging Entrepreneur
  • 2005 Foodservice and Hospitality Award
  • 2006 Guiness Book of World Records “Worlds largest smoothie”
  • 2005 Foodservice and Hospitality Award
  • 2005 CFA Frankie Award Winner
  • 2004 - Top 40 Under 40
  • 2004 CFA Frankie Award Winner
  • CFA Franchise Shows
  • Double Gold, Double Silver and Bronze medal winner at the Canada CFA Franchise Shows 2001 - 2005