Joe Cross (filmmaker)

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Joe Cross
Joe Cross Photo.png
Joe Cross in 2014
Born (1966-05-30) 30 May 1966 (age 58)
Australia
NationalityAustralian
Occupation(s)Entrepreneur, author, filmmaker
Known for Fat, Sick & Nearly Dead
Website rebootwithjoe.com

Joe Cross (born 30 May 1966) is an Australian entrepreneur, author, filmmaker, and plant-based diet advocate who promotes juicing. [1] [2] [3] He is most known for his documentary Fat, Sick & Nearly Dead in which he tells the story of his 60-day juice fast. He is the founder and CEO of Reboot with Joe, a health and lifestyle brand.

Contents

Following the release of his documentary, Cross has published six books about juicing. In February 2014, Cross released his book titled The Reboot with Joe Juice Diet: Lose Weight, Get Healthy and Feel Amazing that became a New York Times best-seller. [4] [5]

Juice fast

In 2005, Cross weighed 140 kilograms (310 pounds) [6] and suffered from an autoimmune condition, chronic urticaria, for which he had been taking medications such as the steroid prednisone for years. He spent his 30s trying traditional and non-traditional medicine to solve his illness. [7] and unsuccessfully tried various diets in fits and starts. [8] His daily diet mainly consisted of processed foods. Cross was a smoker and consumed alcohol regularly. [9] According to Cross, he believed that his eating habits had caused his illness and he wanted to change his lifestyle. He wanted to get off medication as he believed that the medication or doctors were not able to offer a cure for his condition. [6] In 2005 when he was 39, the doctors told him that with his health, he would die early and he decided to consume only juice for 60 days. Under the supervision of his doctor and a team that monitored his blood work regularly, he started the juice fast in May 2005. For his juice fast, he decided to travel across America while talking to people about their attitudes toward food. He travelled in a truck with a cameraman, a sound guy, a juicer and a generator. Cross survived on nothing but juices for 60 days during his juice fast. [10]

He used an 80/20 rule, according to which he used 80 percent vegetables and 20 percent fruit in the juice that he made [11] to avoid getting too much sugar into his system. [8] Cross used a special juice that he prepared called the Mean Green Juice – a mixture of kale, apples, lemon, cucumber, celery and ginger. But he kept changing the fruits and vegetables used in the juice to ensure he consumed different plants and vegetables. [1]

According to Cross, he felt groggy and unstable the first three to five days. However after consuming only juice for five days, he started feeling well both physically and mentally. [12] After 49 days, he lost 67 pounds (30 kg), his total cholesterol dropped from 204 to 135 and his LDL cholesterol went from 132 to 86. By day 61, Cross had lost 82 pounds and decreased his medicine dosage [1] after reporting a complete loss of his urticaria symptoms. [8] Following the 60-day juice fast, he consumed only foods derived from plants and no animal-based or processed food for 90 days.[ citation needed ]

As of March 2013, Cross weighed 240 pounds (109 kg), a weight that he maintained for the previous five years. He hit an all-time low of 210 pounds (95 kg) near the end of his first five months on the diet. [6] Cross's future plan includes a juicing launch in the United Kingdom, France, Germany, Russia, Brazil and Chile. [2]

Cross does not recommend the diet as a long term solution and only recommends it as a reboot for the body. [11] According to him, he took up the diet because he wanted a circuit breaker to stop what he was doing and not to adopt it as a permanent lifestyle. [6] One of the misconceptions that Cross tries to correct is that people think he consumes nothing but juice. "That’s not a proper, healthy way to live," adds Cross. [2]

Documentary films

Cross filmed his juice and travel through America, and released Fat, Sick & Nearly Dead in 2011. In the movie, while travelling, Cross meets people and talks to them about their eating habits. The movie features interview segments with people who were inspired to follow his example. He charts his progress with an itemized list of what day of the fast it is, what city and what state Cross is filming in, how much weight he's lost (both in pounds and kilograms) and what kind of medication he's taking. [13] During his road-trip Cross meets and inspires Phil Staples, a morbidly obese truck driver from Sheldon, Iowa, in a truck stop in Arizona to try juice fasting. [14] [15] The movie was originally called Death By Fat. Then it became Faster. However, after Cross came to America to shoot the movie, he had to completely change the concept and the idea of the movie. [16]

The film has been credited with doubling the sales of Breville juicers since the documentary launched on Netflix in the US in July 2011. [17] After completing work on Fat, Sick & Nearly Dead, he continued to travel around the world to promote juicing and also plans to make a second movie [8] about life after juicing. Cross is also involved in negotiations with media companies in the US about a TV series. [2]

A sequel to the film, Fat Sick and Nearly Dead 2 was released in 2014.[ citation needed ] Cross produced another health documentary in 2016: The Kids Menu focuses on stopping childhood obesity. [18] [19]

Reboot with Joe

After Fat, Sick & Nearly Dead was released in 2010, Cross founded Reboot with Joe, a health and lifestyle brand that provides information and support to people looking to make diet and lifestyle changes. [8] The brand is focused on consuming more fruits and vegetables for improving health. [7] Cross currently serves as the CEO of the organization. [2] The website of the organization offers guides for starting a juice fast and which fruits and vegetables to select. [20] The organization has a medical advisory board to collect data and conduct research about benefits of juicing. [2] [11]

Books

Cross released his first book titled Fat, Sick & Nearly Dead in 2011 followed by a second book titled Reboot with Joe Recipe Book (Plant-Based Recipes to Supercharge Your Life) in 2012. He released a third book titled 101 Juice Recipes in 2013.

In February 2014, he released his book titled The Reboot with Joe Juice Diet: Lose Weight, Get Healthy and Feel Amazing. In this book, he shared the plan that he used for his juice fast and subsequent diet as well as stories of some other people who have lost weight with a juice fast. It also includes three-day, five-day, 10-day, 15-day and 30-day programs, healthy-eating plans and exercise tips. [21] According to Cross, when somebody is not eating, they are giving their body a break and supplying it with micro and macro nutrients. [11] Cross recommends using more vegetables and fewer fruits to avoid sugar present in the fruits. [11] [22] His latest book is titled Juice It to Lose It: Lose Weight and Feel Great in Just 5 Days and had been released in April 2016. [23]

Bibliography

Related Research Articles

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<span class="mw-page-title-main">Food pyramid (nutrition)</span> Visual representation of optimal servings from basic groups

A food pyramid is a representation of the optimal number of servings to be eaten each day from each of the basic food groups. The first pyramid was published in Sweden in 1974. The 1992 pyramid introduced by the United States Department of Agriculture (USDA) was called the "Food Guide Pyramid" or "Eating Right Pyramid". It was updated in 2005 to "MyPyramid", and then it was replaced by "MyPlate" in 2011.

<span class="mw-page-title-main">Joel Fuhrman</span> American celebrity doctor (born 1953)

Joel Fuhrman is an American celebrity doctor who advocates a plant-based diet termed the "nutritarian" diet which emphasizes nutrient-dense foods. His practice is based on his nutrition-based approach to obesity and chronic disease, as well as promoting his products and books. He has written books promoting his dietary approaches including the bestsellers Eat to Live, Super Immunity, The Eat to Live Cookbook, The End of Dieting (2016) and The End of Heart Disease (2016). He sells a related line of nutrition-related products.

<span class="mw-page-title-main">Fad diet</span> Popular diet with claims not supported by science

A fad diet is a diet that is popular, generally only for a short time, similar to fads in fashion, without being a standard scientific dietary recommendation, and often making unreasonable claims for fast weight loss or health improvements; as such it is often considered a type of pseudoscientific diet. Fad diets are usually not supported by clinical research and their health recommendations are not peer-reviewed, thus they often make unsubstantiated statements about health and disease.

<i>Super Size Me</i> 2004 documentary film by Morgan Spurlock

Super Size Me is a 2004 American documentary film directed by and starring Morgan Spurlock, an American independent filmmaker. Spurlock's film follows a 30-day period from February 1 to March 2, 2003, during which he claimed to consume only McDonald's food, although he later disclosed he was also drinking heavy amounts of alcohol. The film documents the drastic change on Spurlock's physical and psychological health and well-being. It also explores the fast food industry's corporate influence, including how it encourages poor nutrition for its own profit and gain.

<span class="mw-page-title-main">Juicing</span> Process of extracting juice from fruit or vegetables

Juicing is the process of extracting juice from plant tissues such as fruit or vegetables.

<span class="mw-page-title-main">Healthy diet</span> Type of diet

A healthy diet is a diet that maintains or improves overall health. A healthy diet provides the body with essential nutrition: fluid, macronutrients such as protein, micronutrients such as vitamins, and adequate fibre and food energy.

<span class="mw-page-title-main">Grapefruit diet</span> Type of diet

The Grapefruit diet is a short-term fad diet that has existed in the United States since at least the 1930s. There are variations on the diet, although it generally consists of eating one grapefruit at each meal, along with meat, eggs, other foods that are rich in fat and protein, and certain vegetables. Sugar, fruits, sweet vegetables, grains and starchy vegetables are to be avoided. The grapefruit diet is thus a low-carbohydrate diet. A typical breakfast menu usually includes bacon and eggs. The diet is based on the claim that grapefruit has a fat-burning enzyme or similar property. The grapefruit diet does not require exercise. The grapefruit diet lasts for 10 to 12 days followed by 2 days off.

<span class="mw-page-title-main">Juice fasting</span> Fad diet in which only fruit and vegetable juices are consumed

Juice fasting, also known as juice cleansing, is a fad diet in which a person consumes only fruit and vegetable juices while abstaining from solid food consumption. It is used for detoxification, an alternative medicine treatment, and is often part of detox diets. The diet can typically last from one to seven days and involve a number of fruits and vegetables and even spices that are not among the juices typically sold or consumed in the average Western diet. The diet is sometimes promoted with implausible and unsubstantiated claims about its health benefits.

<span class="mw-page-title-main">Smoothie</span> Drink made from fruit or vegetables

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<span class="mw-page-title-main">Western pattern diet</span> Modern dietary pattern

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<span class="mw-page-title-main">Weight management</span> Techniques for maintaining body weight

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<span class="mw-page-title-main">Criticism of fast food</span>

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<i>Fat, Sick and Nearly Dead</i> 2010 film

Fat, Sick and Nearly Dead is a 2010 American documentary film which follows the 60-day journey of Australian Joe Cross across the United States as he follows a juice fast to regain his health under the care of Joel Fuhrman, Nutrition Research Foundation's Director of Research.

William R. Davis is a Milwaukee-based American cardiologist, low-carbohydrate diet advocate and author of health books known for his stance against "modern wheat", which he labels a "perfect, chronic poison."

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Fred Pescatore is a Manhattan-based author and internist who specializes in nutrition. He is best known as the author of the bestselling children's health book Feed Your Kids Well (1998) and The Hamptons Diet (2004).

<i>The Kids Menu</i> 2016 American film

The Kids Menu is a 2016 American documentary film that discusses the growing problem of childhood obesity. It is produced by Australian filmmaker Joe Cross, who co-created Fat, Sick and Nearly Dead, and directed by Kurt Engfehr.

References

  1. 1 2 3 "Man Goes On 60-Day Juice Fast To Save His Life". Business Insider. Retrieved 8 March 2014.
  2. 1 2 3 4 5 6 "The Juice in the Life of Joe Cross". Business Mirror. Retrieved 8 March 2014.
  3. Bruneau, Megan. "Joe Cross on How to cultivate luck". Forbes Magazine. Retrieved 9 August 2016.
  4. "FOOD AND FITNESS". The New York Times. Retrieved 23 March 2014.
  5. "Bestsellers: Self-improvement, March 15, 2014". The Globe and Mail. Retrieved 18 March 2014.
  6. 1 2 3 4 "Radical reboot ends Joe Cross's love affair with junk food". Vancouver Sun. Retrieved 8 March 2014.
  7. 1 2 "Q&A with Juicing Expert Joe Cross". Williams Sonoma. 11 January 2013. Retrieved 8 March 2014.
  8. 1 2 3 4 5 "'Fat, Sick and Nearly Dead' filmmaker to speak in East Hampton". News Day. Retrieved 8 March 2014.
  9. "Joe Cross, Star of Fat, Sick & Nearly Dead, Talks Shit, Literally, at Whole Foods South Beach – Page 1". Miami New Times. Retrieved 8 March 2014.
  10. "Joe Cross: From fat and nearly dead to fit and drop-dead dashing". Phil Star. Retrieved 8 March 2014.
  11. 1 2 3 4 5 "Shaping Up: Joe Cross has some juicy ideas". Montreal Gazette. Archived from the original on 11 March 2014. Retrieved 8 March 2014.
  12. "Joe Cross on his "unbelievable" juicing diet". BBC. 8 February 2014. Retrieved 8 March 2014.
  13. "Movie about life-changing juice diet comes with a catch". Capital. Retrieved 8 March 2014.
  14. Derrick Vander Waal (3 September 2008). "Nothing But Juice: Sheldon man drops 95 pounds during documented 61-day fast". The Sheldon Mail-Sun. Vol. 137, no. 16.
  15. "Joe Cross interviewed on CBS "Virginia This Morning"". Los Angeles Times. Archived from the original on 28 January 2013.
  16. "Interview with Joe Cross, writer, director and star of Fat, Sick and Nearly Dead". Crikey. Retrieved 8 March 2014.
  17. Claire Reilly (29 November 2011). "Give it some juice: Breville doubles juicer sales following health doco". Current.com.au. Archived from the original on 1 September 2012.
  18. Ava, Miriam (21 March 2016). "The Kids Menu: Scoop & Interview with Joe Cross". The Huffington Post . Retrieved 30 September 2016.
  19. Corbin, Lori (11 April 2016). "New Film About Fighting Childhood Obesity Features Good News". KABC-TV . Retrieved 30 September 2016.
  20. "Interview with Joe Cross". Global News. Retrieved 12 March 2014.
  21. "Fuel up with juice". Newcastle Herald. 4 March 2014. Retrieved 12 March 2014.
  22. "The Reboot with Joe Juice Diet: Drink the Rainbow recipe". CTV Canada. 24 February 2014. Retrieved 12 March 2014.
  23. "Joe show us how to Juice or lose it". Fox 32 Chicago. Retrieved 13 May 2016.