Do you need a $700 high-tech juicer?


Juicero CEO Doug Evans defends his internet-connected juicer on the latest Too Embarrassed to Ask.

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After the public unveiling of Juicero, a high-tech fruit and vegetable juice-making machine, critics didn’t hold back. Eyebrows shot up at the more than $100 million raised by its maker from Silicon Valley venture capitalists, as well as the Campbell Soup Company; The Verge’s Jacob Kastrenakes called it a “ludicrous product.”

On the latest Too Embarrassed to Ask, Juicero CEO Doug Evans defended the Wi-Fi connected juicer and its $700 price point, seemingly undeterred by the skeptics.

“I said, ‘I’m going to do what Steve [Jobs] did,’” he said, recalling how Juicero started. “‘I’m going to take the mainframe computer and create a personal computer. I’m going to take a mainframe juice press and create a personal juice press.’”


Courtesy Juicero

Juicero CEO Doug Evans

For Evans, increasing the popularity of organic juice is personal. After his parents died and his brother had a stroke, he went “cold cucumber,” fearing he would be next. That meant no more processed food, refined food, meat, dairy or animal products.

“Fruit’s easy to eat. Vegetables are difficult,” Evans told Recode’s Kara Swisher and The Verge’s Lauren Goode. “So I discovered juicing as a means of getting more vegetables in my diet.”

Juicero is different from existing home juicers because it “cold-presses” packets of produce that the company sells for $5 to $7 apiece. It’s also unique in that it is connected to the internet, using a QR code sensor to check the packets’ expiration date.

“I’m not a tech guy. I didn’t know about IoT [Internet of Things] when I designed this,” Evans said. “If you’re putting a pack in, we want to make sure that, I know where my produce is coming from … I want to know when it was packed, and I also want to make sure I know when it’s expiring. It won’t press an expired pack.”

Later in the show, Evans answered questions from our readers and listeners about Juicero, plus more from Kara, Lauren and special guest Peter Kafka, host of Recode Media.

You can listen to the full podcast in the audio player above, or wherever you subscribe and listen to podcasts. If you like this, be sure to subscribe to Too Embarrassed to Ask on iTunes, Google Play Music, TuneIn or Stitcher.

Thank you to everyone who sent in their questions about Juicero. Still have questions we didn’t get to? Or have another tech topic on your mind? You can tweet any questions, comments and complaints to @Recode with the hashtag #TooEmbarrassed. You can also email your questions to TooEmbarrassed@recode.net, in case Twitter isn’t your thing.

Be sure to follow @LaurenGoode, @KaraSwisher and @Recode to be alerted when we’re looking for questions about a specific topic.

If you like this show, you should also check out our other podcasts:

  • Recode Decode, hosted by Kara Swisher is a weekly show featuring in-depth interviews with the movers and shakers in tech and media every Monday. You can subscribe on iTunes, Google Play Music, TuneIn and Stitcher.
  • Recode Media with Peter Kafka features no-nonsense conversations with the smartest and most interesting people in the media world, with new episodes every Thursday. Use these links to subscribe on iTunes, Google Play Music, TuneIn and Stitcher.
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If you like what we’re doing, please write a review on iTunes — and if you don’t, just tweet-strafe Kara and Lauren. Tune in next Friday for another episode of Too Embarrassed to Ask!

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