The New Stuff

Juicero CEO promises refunds for any dissatisfied customers while defending the company’s tech


Jeff Dunn, the former Coca Cola executive who became CEO of Juicero last year, has responded to a wave of coverage suggesting that the company’s juice press isn’t all that was promised — and he’s offering dissatisfied customers their money back.

A Bloomberg report showed that Juicero’s packs could be squeezed by hand, no expensive juicer required.

Dunn’s response? He doesn’t deny that hand-squeezing is a very real possibility, but he does quibble about what you’ll find inside, saying it’s “nothing but fresh, raw, organic chopped produce” — see, it’s not juice yet because it hasn’t been pressed.

“What you will get with hand-squeezed hacks is a mediocre (and maybe very messy) experience that you won’t want to repeat once, let alone every day,” he argued. More importantly, he said, “The value of Juicero is more than a glass of cold-pressed juice. Much more.”

What … does that mean? According to Dunn, Juicero’s technology (which is supposed to involve 400 custom parts, including 10 printed circuit boards, a scanner and a microprocessor) allows the company to create “the first closed loop food safety system,” so Juicero could disable produce packs if there’s, say, a spinach recall — which may not sound like a huge selling point, but these things do happen.

Dunn also said the Press is “calibrated by flavor to deliver the best combination of taste and nutrition every time” and that the data from the machine helps the company manage its supply chain.

“The value is in how easy it is for a frazzled dad to do something good for himself while getting the kids ready for school, without having to prep ingredients and clean a juicer,” Dunn said. “It’s in how the busy professional who needs more greens in her life gets App reminders to press Produce Packs before they expire, so she doesn’t waste the hard-earned money she spent on them.”

At the beginning of his post, Dunn said his goal was to “demonstrate the incredible value we know our connected system delivers.” And if you’re not convinced that this is worth $400, well, there’s another option for disillusioned Juicero buyers — Dunn said the company’s “Happiness Guarantee” (i.e., its return policy) has been extended to cover anyone who’s ever purchased a Juicero Press. So for the next 30 days, anyone who’s bought a Press should be able to return it for a full refund.

Recently Published

»

Sense360 raises $7 million to track customers in fast food restaurants

Physical tracking in shops has been a global trend since at least ...

»

Lyrebird is a voice mimic for the fake news era

A Montreal-based AI startup called Lyrebird has taken the wraps ...

»

Oscar Health officially rolls out its small business product Oscar for Business

Oscar Health, a startup rethinking health insurance for the digital ...

»

Desktop Metal reveals how its 3D printers rapidly churn out metal objects

Today, Desktop Metal revealed pricing and other details for its 3D ...

»

Apple to launch new educational sessions at stores, including advanced courses, performances, labs & more

Apple announced this morning a new initiative aimed at offering ...

»

Greg Mark of Markforged talks about putting metal into the microwave

When a guy like Greg Mark emails it pays to reply. Mark, who is the ...

»

MikMak is using mini infomercials to help retailers turn their stories into sales

MikMak, the New York-based startup that is trying to make short and ...

»

Axios co-founder Mike Allen will discuss the evolution of media at Disrupt NY

Thanks to his work at Politico, Mike Allen has been described as ...

»

Facebook shows Related Articles and fact checkers before you open links

...