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Sitting at the rear of a low profile, flat-roofed complex in southeast Edmonton is the headquarters of a rarely recognized Canadian business success story.

The drab exterior of AW Holdings Corp. — a name unrecognizable to most — is the antithesis of the outrageous hues that identifies its stores from coast to coast.

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It’s almost inconceivable that you haven’t heard of Booster Juice, Canada’s biggest smoothie seller that many Canadians, heck, many Albertans, probably don’t realize was born in Wild Rose Country.

And the man behind the sprawling network of 330 stores globally is extremely proud of his roots.

Juice king

Dale Wishewan sits in his classic plaid suit, spinning a pen in his hand as he thinks in silence.

Sports memorabilia lines the wall of his office — a signed hockey stick and a few baseballs in plastic cases sit behind him in a bookcase.

If you didn’t know him you’d probably think he was nervous. But for those who do, they know that’s rarely the case for the 48-year-old.