Juicero is a start-up firm that apparently needed very a lot to disrupt the “juice area.” And in pursuit of that objective, its executives managed to persuade Silicon Valley traders to pony up $120 million in seed cash, which has led to the manufacturing of a $400 machine that squeezes luggage of juice. However Bloomberg Know-how reporters Ellen Huet and Olivia Zaleski zeroed in on an interesting fact behind all of Juicero’s hooplah: Apparently, luggage of juice will be squeezed by an present product known as “the hand,” which in most situations retails for “free” and practically simply as usually features a “purchase one, get one” choice.

And “arms” apparently squeeze these luggage of juice simply in addition to Juicero machines. Test it out:

And thus, Huet and Zaleski have answered an essential inquiry: “Do you want a $400 juicer?” The reply isn’t any. However having learn their story, I nonetheless have so many questions! Let’s go through Bloomberg’s story and also you’ll see what I imply.

One of the crucial lavishly funded gadget startups in Silicon Valley final 12 months was Juicero Inc. It makes a juice machine. The product was an unlikely choose for prime expertise traders, however they had been drawn to the thought of an internet-connected machine that transforms single-serving packets of chopped vegetables and fruit right into a refreshing and wholesome beverage.

Why does your juicer have to be “internet-connected?” 

Doug Evans, the corporate’s founder, would examine himself with Steve Jobs in his pursuit of juicing perfection. He declared that his juice press wields 4 tons of pressure—“sufficient to carry two Teslas,” he said.

Why does anybody want that a lot pressure to squeeze juice? I imply, you’d assume machine that would carry simply one Tesla would do the trick. “Not ok,” Evans instructed his engineers, “I want that second Tesla’s price of Newtons.” Perhaps the unique objective was to construct a Two-Tesla Lifting Machine, and preliminary market analysis revealed scant demand for such a factor?

An individual near the corporate mentioned Juicero is conscious the packs will be squeezed by hand however that most individuals would like to make use of the machine as a result of the method is extra constant and fewer messy.

Is it although? Right here’s how I get juice. Open fridge, get juice, pour into glass, voila! I discover it onerous to consider that individuals “would like to make use of the machine.” (Additionally: “An individual near the corporate?” That individual, near the corporate, ought to have leveled with the corporate, saying one thing like, “I dunno, guys, a $400 bag squeezer? [Sound of sharp intake of breath.]”

The machine additionally reads a QR code printed on the again of every produce pack and checks the supply in opposition to a web-based database to make sure the contents haven’t expired or been recalled, the individual mentioned. The expiration date can be printed on the pack.


The creator of Juicero is one thing of a luminary on the planet of juicing.

Individuals will be that?

Evans, 50, follows a weight loss program of principally uncooked, vegan meals. Know-how was a brand new factor for him, however he picked it up shortly.

Did he, although?

In fundraising conferences, Evans promised a revolutionary machine able to squeezing massive chunks of vegetables and fruit, mentioned two individuals who agreed to spend money on the corporate. Evans secured funding in 2014 by exhibiting 3D-printed renderings of the product with out a working prototype, mentioned the individuals, who requested to not be recognized as a result of they signed nondisclosure agreements.

Did in addition they ask to not be recognized as a result of they appear so silly?

However after the product’s introduction final 12 months, no less than two Juicero traders had been shocked after discovering the packs may very well be squeezed by hand.

Wait. They didn’t know that luggage stuffed with juice may very well be squeezed by hand? 

Doug Chertok, a Juicero investor, mentioned he figured it out on his personal. “There is no such thing as a doubt the packs will be squeezed with out the machine,” he mentioned. “I’m nonetheless an enormous fan.”

Bu-bu-but … how are you continue to a fan? Didn’t they principally take your cash and set it on fireplace? 

He mentioned the corporate is a “platform” for a brand new mannequin of meals supply, the place recent fruits and veggies are delivered often to the house.

Ought to I be the one to interrupt it to this man that these kinds of services have existed for many years?

“Juicero continues to be determining its candy spot,” he mentioned. “I’ve little question that they’ll be very profitable.”

Somebody simply must construct an even bigger machine with the lifting pressure of seven Teslas to assist discover this candy spot, little question. However what actually went fallacious right here?

“It’s very troublesome to distinguish your self within the meals and beverage sector,” mentioned Kurt Jetta, who runs retail and client knowledge agency Tabs Analytics. “Entrepreneurs could also be tempted to have a expertise angle when it’s not likely there.”

And there it’s.

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Jason Linkins edits “Eat The Press” for The Huffington Submit and co-hosts the HuffPost Politics podcast “So, That Occurred.” Subscribe here, and take heed to the newest episode under.