St. Louis teen entrepreneur lands Walmart deal, takes Mr. Fresh brand national

Joshua Danrich isn’t your typical 16-year-old. While many of his peers are thinking about getting a driver’s license or chasing the next trend in video games, Danrich is striving to get his air fresheners placed on shelves around the world. His quest, apparently, is a lot closer to being successful. 

Danrich, along with his mother and business partner, Shay Danrich, has signed a deal with Walmart to carry their “Mr. Fresh” line of natural, oil-based air fresheners in the retail giant’s automotive departments worldwide. The products are also available through Walmart’s online store, placing Joshua among fewer than 100 teenage entrepreneurs in history to have their products sold by the company. Mr. Fresh is in Walmart across Missouri and in select Walmarts in Illinois. 

“Never give up on your dreams, no matter how big they seem.”

Entrepreneur Joshua Danrich, 16

“I’m the only kid in the world with my own air fresheners in Walmart,” the teen proudly said. His partnership with the global retail giant will help the Feeding America campaign fight hunger. Danrich is proving to his peers that anything is possible with hard work and determination. 

“Never give up on your dreams, no matter how big they seem,” he said. “With hard work, faith and the right support, anything is possible. I’m incredibly grateful to Legal Services of Eastern Missouri for believing in me and helping Mr. Fresh become a global brand.”

Danrich attended Walmart’s Open Call in Bentonville, Arkansas, which is an annual event that allows entrepreneurs to pitch their products for consideration on store shelves nationwide. There, he presented his idea to five different Walmart departments. With confidence and passion, he persuasively shared his vision.

“I sealed the deal that day; they loved my air fresheners,”  Danrich said, describing the whole experience as amazing. 

His journey started when he was just 10 years old, with an idea sparked by his love of luxury sports cars. He wanted every car to smell brand new, and he began sketching out a business plan with his mom. In 2019, they were referred to Legal Services of Eastern Missouri’s Microenterprise Program — becoming the program’s youngest clients ever.

From that first meeting, “Mr. Fresh” was born. The name stands for Faith to Rescue Every Son from Hurt, a mission dedicated to promoting the emotional, mental, physical and financial well-being of African American boys. With help from Legal Services, Joshua and Shay received legal guidance on business formation, contracts, trademarks and liability protection.

“This is the type of success many of our clients dream about — and we’re honored to have been able to help Joshua and Shay turn their dream into a reality,” said Marlene Elliott, managing attorney for the Microenterprise Program. “Mr. Fresh is a testament to what entrepreneurs can accomplish when they’re given the chance and the legal resources to get their ideas off the ground.”

Since 2011, Legal Services’ Community Economic Development-Microenterprise Program has provided free legal assistance to more than 950 small businesses and nonprofits across a 21-county area, reaching thousands more through outreach events.

For his mom, the Walmart deal is more than a business milestone — it’s a message.

“Walmart saw the unique value of Mr. Fresh products, and we’re excited to share them with the world,” she said. “But just as important, this shows young people — especially young Black boys — that their ideas matter, and they can achieve things they never imagined.”