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Juicero CEO Breaks Silence: ‘The Value of Juicero Is More Than a Glass of Cold-Pressed Juice’

Brian Feldman

Silicon Valley juicing start-up Juicero’s new CEO Jeff Dunn has responded to yesterday’s earthshaking Bloomberg report, which revealed that the $400 Wi-Fi juice press was about as effective as human hands at squeezing juice out of a large bag. Juicero had raised $120 million in funding, but it forgot one crucial thing: Its customers are human beings with bodies that can also be used to perform physical tasks.

In a post on Medium, Dunn responded with some dubious points, none of which — to my mind — justify the cost of the hardware.

Our connected Press itself is critical to delivering a consistent, high quality and food safe product because it provides:

The first closed loop food safety system that allows us to remotely disable Produce Packs if there is, for example, a spinach recall. In these scenarios, we’re able to protect our consumers in real-time.

Consistent pressing of our Produce Packs calibrated by flavor to deliver the best combination of taste and nutrition every time.

Connected data so we can manage a very tight supply chain, because our product is live, raw produce, and has a limited lifespan of about 8 days.

The value of Juicero is more than a glass of cold-pressed juice. Much more.

(For the record, this is not what Bloomberg did. Its reporters smushed the pack and forced out the juice in a way similar to how the Juicero itself functions.)

In a show of good faith, Dunn offered to let anyone feeling buyer’s remorse return their Juicero for a full refund.

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