Conference Focuses on the Potential of Green Smoothie Businesses: Leading Figures Discuss Whether Greens are the Next Big Thing in Investments

The Juicing Summit, held on September 23, 2021, was a gathering of industry professionals and journalists in the health and wellness field. The event, partnered by our website and Breville, aimed to promote the incorporation of juices into people's daily diets, rather than just a temporary health fad.

The juice market is experiencing explosive growth, with juicing becoming a big business. Established players like Juice Generation, Pressed Juicery, Juice Press, and Liquiteria continue to lead the market with organic ingredients, sustainability efforts, and creative blends. Recently, newcomers like Erewhon have joined the scene, expanding from its Los Angeles base to New York City. Erewhon's move to NYC in 2025 positions it at an early stage of local presence, focusing on exclusivity, while longstanding businesses evolve to emphasize health trends and convenience.

One of the key topics of discussion at the summit was the accessibility of juice. Concerns were raised about the high cost of juice, making it unattainable for many. To address this issue, HPP (high pressure processing) juice was mentioned as a means to make juice more accessible in situations where fresh juice is hard to find, such as in parts of the country with no juice shops, airports, hospitals, etc.

Easier juicer cleaning processes were also highlighted as crucial to encourage more people to juice at home, potentially lowering prices. Martin Bates, CEO of Organic Avenue, and Karliin Brooks, founder and CEO of The Squeeze, noted the growth of the juice market. Brooks explained that she had to scale up quickly to respond to the growing demand.

Joe Cross, the filmmaker and founder and CEO of Reboot with Joe, emphasised the confusion in the industry regarding what juice actually means. Cross suggested that involving children in juicing could help them adopt new habits at a young age. Cross also raised concerns about the future of the juicing trend, including potential juice democratization and the possibility of "peak juice."

Outside of the juicing industry, Eleonore Buschinger can be found on her bicycle with her camera. An intrepid traveler and a passionate eater, Buschinger holds a M.A. in Food Studies from New York University. Originally from Paris, France, Buschinger is now eating her way through New York City.

In conclusion, the Juicing Summit was a valuable event that brought together industry professionals and journalists to discuss the future of the juicing trend, including potential juice democratization and the possibility of "peak juice." The event underscored the importance of making juicing more accessible and affordable for everyone, whether at home or on the go.

Conference Focuses on the Potential of Green Smoothie Businesses: Leading Figures Discuss Whether Greens are the Next Big Thing in Investments