Vale says he was an addict of smoking, alcohol, and junk food and a chronic sufferer of psoriasis, eczema, and hay fever. Vale claims he was then influenced by early juicing pioneer Norman Walker and began juicing to improve his health. Vale claims that as a result of daily juicing he lost four stone and is now free of his skin conditions and hay fever.
Jason became a trainer for Allen Carr (the now deceased author of The Easy Way to Stop Smoking) and set up a clinic in Birmingham, West Midlands.
With the launch of his first published book in 2001 as the self-titled Juice Master Vale has continued to promote the health benefits of consuming freshly extracted juices and smoothies in the media. Vale, through publishers HarperCollins, has sold approximately 500,000 copies of his books (and accompanying DVDs) in the United Kingdom.
Vale worked with Moulinex from 2003-2005 promoting one of their juice extractors that they later named after him. In 2005, Vale instead began to endorse a juicer with Royal Philips Electronics.
Vale and his company Juice Master Limited have branched out into running seminars, retreats, and juice bars.
Vale opened his first juice detox retreat in Turkey in 2005 and organises health seminars across the United Kingdom and Ireland. In 2008, Vale opened his second Irish juice bar in John Roberts Square in Waterford. Jason began his television career as a manager on Channel 4"s The Fit Farm and has since appeared on This Morning, GMTV and numerous times on Five"s The Wright Stuff.
Vale has also appeared in Irish media on The Ray Darcy Show, The Gerry Ryan Show, Studio One and popular culture show Xposé.