You may have seen their neat little jewel box shops popping up everywhere, from just north of Houston in Soho on Lafayette to the recently redone Turnstyle in the Columbus Circle subway station. We sat down with the founder of our favorite juice brand to talk all things cold-pressed and more.
Why juice? What inspired you to get started?
Pressed Juicery was founded in 2010 as a passion project. I started Pressed with two of my childhood friends, Hedi Gores and Carly de Castro, because we felt that there was something missing in the market. We really loved the idea of not only making healthy alternatives accessible for all, but also doing it in a playful and fun way. We started Pressed in a 22 square foot broom closet in Brentwood. Every night from 10 PM to 4 AM, I would make juice, load up my car, and bring it to the kiosk in Brentwood, where Carly would work the first shift. That’s how it all began.
We wanted our friends, family and community to access a product that had influenced our lives so much. Juice was really a gateway, a catalyst that made us gravitate towards healthier decisions. Being in LA (often referred to the epicenter of health and wellness), we knew that this concept would do well, but we never anticipated that it would happen so quickly. Seven years later, we have over 55 locations with many more in the pipeline. Pressed Juicery has become a national leader of the cold-pressed juice movement.
We believe that we are so much more than a juice company—we’re a lifestyle. With product innovations like Freeze (our version of fro-yo made from 100% fruits, veggies and nuts) and Heat (our line of superfood lattes) and an online presence on PressedJuicery.com and TheChalkboardMag.com, Pressed Juicery is really seen as a way of life. We feel so fortunate to be in the position we’re in and a part of the conversation.
What do you hope to achieve with your brand and your customers that goes beyond the juice you serve?
Our mission is simple: to make high nutrition a realistic option for all people. As a company, we feel very strongly about community and providing a product that’s for everyone. To support that mission, all of our cold-pressed juices start at $6.50 and are made from raw inputs—the same fruits and vegetables that you would buy at your grocery store. We offer a variety of flavors so that there’s truly something for everyone at our stores, whether you are a novice or a seasoned juicer.
We want to show people how good they can feel when they make nutrient-rich products a part of their routines and lead by example to spark a larger conversation that delicious, affordable and nutritious don’t have to be mutually exclusive. As a whole, we are deeply committed to quality. Pressed is BRC audited—which is the highest global standard for food safety—and we’ve also assembled a medical advisory board. It was very important to us to have the stamp of approval from medical professionals.
What’s the most common misconception about juice that people have?
I think a big misconception about juicing is that is has to be extreme, that you have to change your entire lifestyle in order to feel the benefits. At Pressed, we’re very passionate that everyone is different and all of our customers have unique needs and goals, we truly have something for everyone. We believe that great tasting and healthy don’t have to exist separately of one another. We pride ourselves in making nutritious products that are delicious, affordable and fun. We are serious about health, but don’t take ourselves too seriously.
What makes Pressed Juicery different than the rest out there?
We realize that we can’t be all things to all people, but it’s important to us to be the best at what we do. I also think our product extensions like Freeze and Heat truly set us apart. Additionally, we want to encourage our customers to be better, to incorporate nutrient-dense products into their routines and to take a step towards feeling their best. Personally, I have experienced amazing benefits from making juice a part of my day, and my goal is to share that feeling with others. To that end, rather than seeing other juice companies as competitors, we get excited about making noise with other companies that have similar missions to us, we really want to encourage like-minded businesses to make nutritious products more accessible and widely available for all people.
What’s your favorite ingredient and why?
Weirdly right now I’ve been really into parsley. I’ve never figured out whether it’s an herb, a spice or a vegetable, but it’s one of those foods that I just feel is loaded with antioxidants and has disease-preventing properties. I also feel like it always gives me good breath.
Juice aside, can we ask you a few personal questions? …What do you want to be when you grow up? A storyteller
What do you do to take care of yourself? I make sure I laugh a lot, I’m into cryotherapy (might be a fad but I’m into it) and lately I’ve been loving float labs. I also make sure that I dedicate a good amount of my week to being outside whether hiking or just walking around Venice
You guys are quickly moving into New York from your LA roots. What do you have in LA that we don’t that you wish you could bring with? (We’re getting a Gjelina, so there’s that…) Well to start, the weather wouldn’t be bad. It would be nice to see some of the health and wellness we have in LA make its way to New York a bit quicker. Things like cryotherapy, float labs, oxygen chambers and infrared saunas. On the flip side, it wouldn’t be bad to get a Heyday out here.
Fill in the blank. ________day
Do your best everyday.
Photo of Hayden by Justin Coit.