logo
logo

How on Earth Could a Juicer Cost $700? Because Yves Béhar

avatar
Michael Rase
img

The cold-press juicing machine consists of a square-shaped, tablet-sized silver block of aluminum that s affixed to a rounded, trapezoidal white base.Looking at it, you d never guess that it secured $120 million in funding, incited a maelstrom of incredulous headlines, and prompted one investor to call it the most complicated business that I ve ever funded.

Not the media storm—that came two years after Béhar met and began working with Juicero s founder, Doug Evans.

Home juicing might be cheaper, depending on where you buy produce, but it s a messy endeavor that results in heaps of food scraps to compost or toss.

The juicer reads the QR code on each pack and uses a Wi-Fi connection to determine how fresh it is.

Fuseproject landed the job more than two years ago after Béhar met Juicero founder Doug Evans at one of Evans now-defunct Organic Avenue juice bars.

There was nothing like it in the market that could become a consumer product, in any way, he says.

collect
0
avatar
Michael Rase
guide
Zupyak is a free content platform for publishing and discovering stories, software and startups.