For the last three years, Juicero has been working in secret to build the future of juice.
Organic fruit and vegetable farmers ship their produce to Juicero's facilities. The company takes care of all the washing, cutting and prep and puts the veggies into special single-serve packets.
The Juicero machine takes the single-serving packet and presses it automatically into a glass of cold fresh juice — removing the inconvenience bar of drinking freshly-pressed juice, like a Keurig does for brewed coffee.
It's an admirable goal, but with a $700 price tag (and that's not including the juice packets) the company has a long way to go.
The Juicero of today is a product for the 1%, not the 90% that truly need an affordable, healthy, and convenient source of fruits and vegetables.
Magic in the beginning
The sleek look and feel of the machine can be attributed to Doug Evans, the founder and CEO of Juicero.