You May Also Like

The anti-inflammatory ingredient Meghan Markle adds into her banana bread

The anti-inflammatory ingredient Meghan Markle adds to her banana bread

The Ayurvedic reason to eat roasted celery all winter long

The Ayurvedic reason to eat roasted celery all winter long

halloween avocado toast

Here’s how to give your avocado toast a Halloween makeover

How to make a healthy smoothie? Load up on veggies

The main ingredient in your smoothie actually shouldn’t be fruit, says one all-star dietitian

marathon training without carbs

How to marathon train without eating a ton of carbs

Keto PSA: You've probably been using a cheese grater wrong your entire life

I’ve been using a cheese grater the wrong way my entire life

Liquiteria owner declares açaí craze over


liquiteria east village juice bar

Doug Green has a perfectly imperfect pedigree for a juice-apreuner. The founder of East Village institution Liquiteria comes from a family that made its fortune in cigarettes and his early jobs included restocking cigarette vending machines. Luckily for Green, the allure of antioxidants came to trump the temptation of tobacco in 1996 when he opened the popular juice bar.

On a recent trip to Liquiteria, Well+Good noticed that New York’s trend-setting juice bar had eschewed açaí, the antioxidant du jour. So we sat down with Green to discuss the açaí craze, why he doesn’t serve it, and what’s big in juice right now.

Doug Green
Doug Green of Liquiteria

Açaí is noticeably absent from Liquiteria’s menu. Why?
Açaí is a buzzword. It’s the new pomegranate and the health food world is always looking for the next pomegranate. I call those people the healthy-come-latelies.

So you have a problem with açaí’s trendiness?
I have nothing against açaí when it’s served in Brazil. There it’s as common as apples are here and it’s everything it’s touted to be. But we ruin it when we import it because of shelf-life issues. It’s pasteurized and flashturized—all the beneficial bacteria and enzymes get destroyed, so it’s not such a Superfood anymore.

Okay, forget açaí. What are the new juice trends worth paying attention to?
People are moving toward more alkalizing leafy greens. When I first opened, people were into carrot, apple, and orange mixed together or fruit smoothies. Now people are embracing the exotic Superfoods. They are looking for anti-inflammatories that boost red blood cell count and build the immune system. They also want different herbs like maca and bee pollen. People are definitely more open-minded and more educated now.

What don’t people know that would surprise them?
That the bottled pressed juices we sell are actually better than the fresh made-to-order juices. People like to order custom juices, but those are made in the centrifugal juicer. It has a spinning blade, so you end up with an agitated air-filled juice which oxidizes quickly. Our bottled juices are made using a cold press method. It’s a better, more stable product that requires less effort to digest.

What’s your favorite juice?
Greens with carrot. Or greens with lemon, apple, and ginger. I am not a fruit guy.

Liquiteria, 170 Second Ave., at E. 11th, East Village, 212-358-0300, www.liquiteria.com

Are you you a juicer? Tell us, here!

Loading More Posts...

You May Also Like

Get yuzu fruit in Trader Joe's new sparkling coconut water

Get an energizing splash of an Asian superfruit in Trader Joe’s new sparkling coconut water

healthiest fast food burger

If you’re going to get a fast-food burger, choose one of these antibiotic-free options

high fiber smoothie recipes

8 super-filling smoothie recipes to help you live that high-fibe life

How to make a healthy smoothie? Load up on veggies

The main ingredient in your smoothie actually shouldn’t be fruit, says one all-star dietitian

coffee antioxidants

Ever wonder what all those antioxidants in your coffee actually do?

tempeh vs tofu

Plant-based protein battle: Tempeh versus tofu