Jason Vale, is otherwise known as the 'Juice Master' and is an author, motivational speaker and lifestyle coach. Jason is the best-selling author of nine books on health, addiction and juicing and his message is to empower people to change their health and life by realising the nutritional benefits of raw fruit and vegetable juices. His books have sold over 1 million copies around the world and have been translated into many languages. Jason was a heavy smoker (40-60 cigarettes a day), heavy drinker, ate lots of junk food and a chronic sufferer of psoriasis, eczema, and hay fever. Jason was then influenced by early juicing pioneer Norman Walker and began juicing to improve his health. In his book Slim 4 Life, Jason emphasizes that he lost weight, gave up smoking and drinking, and stopped eating junk food by changing his mindset to his addictions. Jason claims that as a result of daily juicing he lost four stone and is now free of his skin conditions and hay fever. He says 'juicing changed my life' and his mission is to 'Juice The World'. He has worked with many celebrities including Katie Price (aka Jordan). Jason works closely with electronics company Philips as he endorses their range of juice extractors (including the best selling Philips Alu juicer) around the world. Jason has been featured heavily in the press in the UK & Ireland, Nordic countries, Turkey, Dubai, Italy and USA.Jason and his company Juice Master Ltd has branched out into running seminars, retreats and juice bars. Jason opened his first juice detox retreat in Turkey in 2005 and he organises health seminars across the United Kingdom and Ireland. Now in 2011 Jason has opened juice bars in the UK, Ireland, Dubai and Canada.