Popular Seattle-based brand Vital Juice is bringing its cold-pressed juices to New Yorkers for the first time this week—and not by shipping them from the West Coast.
While most juice companies are either small outfits cold-pressing their products at local stores or big-box brands HPPing and shipping from one place, Vital Juice has taken a different approach, setting up what it calls “micro juiceries” to source produce and press juice in each different market. (It’s like the juice version of Sweetgreen’s recent decision to introduce seasonal salad menus that vary by region.)
New York is Vital Juice’s first micro juicery to open outside Seattle, and Los Angeles is currently under construction. A San Francisco opening is also “imminent,” says marketing VP Jina Wye, and Chicago, Miami, Austin, and Denver are all planned for 2015.
“The local model allows us to stand out as we see the local movement gain continued momentum,” Wye says. “But what’s more important is it means we’re getting our customers a better product.”
That means souring only all-organic produce, most of which is grown near each juicery (the New York location is actually in Englewood, New Jersey), and providing consumers with more info on the freshness of the juice (even though all bottles are treated with HPP so they have a longer shelf life), she says. “All our juice is shipped out within 24 hours of production, with each bottle stamped with a “pressed on” date so our customers know where it’s coming from, and when the juice was made.”
In New York, the juices will be available online on the company’s website, through Good Eggs and FreshDirect, and also at specialty markets like Foragers and Westerley.
Another important point: 16-ounce bottles of “classics” like Vital Greens are just $6.99, and blends like Vital Almond with Citrus are $4.99, a surprisingly low price point compared to other 100-percent-organic brands.
And New Yorkers will likely fall for the fact that they’re enjoying veggies from sources as close as their farmers market produce. —Lisa Elaine Held
For more information, visit www.vitaljuice.com