Fruitive started in 2012 and was built on a sincere passion for healthy, sustainable living. The owner, Greg Rozeboom, dreamed of creating a place where his family could eat the highest quality, healthiest, 100-percent plant-based food accessible. Fruitive's Cafe @ The Main | Norfolk Hilton is their third location with the original location in Virginia Beach and second in Washington D.C. City Center. Their Norfolk location is strategically located within the open glassed atrium of Norfolk's new luxury conference center and hotel developed by Gold Key | PHR and is slated to open early March 2017.