From the APC News & Events Page
The Juice-Bar Brawl
Half a decade ago, most people who were found guzzling and gushing about juice — not grocery store O.J., but the dense, cold-pressed stuff that is made by pulverizing mounds of ingredients like kale, beets, ginger, spinach and kohlrabi — were either zealots from the raw-food fringe or Hollywood celebrities who believed that a “juice cleanse” would nudge their toned bodies even closer to radiant perfection. But along the way, more people started drinking it. And for consumers and entrepreneurs, a realization took hold: juice did not have to be part of a challenging, expensive cleanse. It could simply be lunch. Suddenly, cold-pressed juice morphed from a curiosity to an industry.
Spend a little time chatting with the rising juice lords of New York and Los Angeles, and you will hear terms like HPP, live enzymes and detoxing. You’ll also hear variations on these themes:
no one else’s juice is as fresh as ours, or as organic, or soulful, or healthful. But mashing up produce at home tends to leave a sloppy mess in the kitchen, so marketplace demand led to the birth of small companies that generated gallons of fresh elixir before dawn and delivered it to homes or offices. The owners of Ascending Health Juicery, in Santa Barbara, Calif., are still up at 3 every morning to whip up the day’s nutrient-dense brew. To read more click here.