Welcome to goodsugar.
It has been a very long time since humanity stood face-to-face with the raw, open wilderness—when members of a tribe had to make critical decisions about which direction to take for survival. Back then, dangers loomed everywhere. Would there be rival tribes? Could we find shelter? What predators might lurk nearby? Could the terrain be navigated safely, especially with elders, children, and livestock in tow? What would we eat? And, of course, ancient humans also grappled with the fear of angering various gods.
As humanity evolved, we made remarkable discoveries—especially when it came to food.
From the start, there were two distinct paths: animal foods and plant foods. Some learned how to eat by observing other animals. Others had access to plump, bright fruits growing in their environment. Hunger, paired with the observation of birds, bees, and other insects eating these fruits, inspired early humans to take the same risk. Over time, those who ate the wrong fruits and fell ill became unwitting "test subjects" for their community, helping others learn what was safe to eat.
Another groundbreaking invention was fire. With fire, we could soften tough meat, unlock new flavors, and experiment with other food concoctions.
Both meat-based and plant-based foods have always posed challenges for humans.
Insects, for example, are easy to catch, but many people find them unappealing or even disgusting. Yet, Australian Aboriginal communities have relied on grub worms as a source of nourishment for eons. In tropical regions, people became captivated by coconuts, pineapples, mangoes, dragon fruit, and other exotic plants. Over time, humans discovered vegetables, explored spices, and even identified plants with medicinal properties—an evolutionary process that spanned centuries.
The discovery of how to save and plant the seeds of favorite fruits was nothing short of a technological revolution. With the ability to grow and cultivate food, we could ensure a more consistent supply of essential resources. Passing this knowledge down through generations became as crucial as teaching descendants about fire, weapon-making, or even the myths and stories of how the world began.
For millennia, eating was a straightforward, no-nonsense endeavor: we ate to survive. Many food innovations throughout history were practical solutions—like learning how to prepare maize, grains, nuts, sprouts, and seeds.
Living off a plant-based diet in the wild, however, has always depended on favorable weather. In cold climates, few plants grow with enough calories to sustain human life. This makes it clear why our ancestors turned to animal protein during harsh winters.
Across humanity’s vast history, we adapted to our environments in diverse ways. Tropical islanders, for instance, had access to abundant fruit and often avoided hunting animals from the jungle. Instead, they turned to the ocean for fish and crabs. In some cases, this might have been driven by spiritual beliefs or superstitions.
On the other hand, there were cultures that embraced eating bear, buffalo, snakes, and even wild delicacies like insects, scorpions, spiders, grubs, and worms.
A major innovation in the human diet was the discovery of preservation techniques, such as drying meat (like beef) and curing it with salt to make it last much longer. These methods were revolutionary for ensuring food security over time.
Later innovations—while they may feel ancient to us now—were relatively recent in the grand timeline of human history. For example, the development of irrigation allowed for much larger plots of land to be cultivated, enabling the widespread growth of wheat and other hardy grains. In Asia, people devised ingenious techniques to grow rice, which remains a dietary staple for many cultures even today.
Fast forward to about 3,000 years ago, and we encounter another milestone: the invention of dessert. Somewhere, at some point, someone came up with the idea of making food extra sweet and extra indulgent, paving the way for an entire “dessert culture.” While eating for pleasure likely existed long before, desserts gave people something truly special to look forward to.
In regions like Europe—especially in ancient Greece, Rome, and Persia—societies became highly sophisticated in their culinary practices. Fancy foods were an integral part of their lifestyles. Though the term “junk food” didn’t exist back then, it’s safe to assume that early versions of indulgent, non-nutritious treats were already being enjoyed.
Fast forward to roughly 300 years ago, and you can imagine the lavish castles of France, England, and Spain, where opulent desserts became a form of art. These societies had access to refined white flour, processed sugars, and innovative techniques for creating extravagant cakes, desserts, chocolates, and other delicacies. Desserts weren’t just food—they became symbols of wealth and sophistication.
Now, let’s mix into this discussion the advancements in alcohol production. Fancy wines date back thousands of years, as do spirits like rum and tequila. For millennia, human societies have struggled with eating disorders—patterns that are natural progressions of the anxieties people have faced throughout history. War, drought, earthquakes, floods, disease—life has never been easy. In the face of such hardships, it’s not surprising that humans sought ways to escape the pain of existence. This desire to cope isn’t much different from what we see today.
Food, while essential for survival, has always been capable of becoming an addictive behavior. Overeating, consuming the wrong foods, and using food as a crutch are patterns that emerged long ago.
Another groundbreaking realization—which we’ll explore further—is that eating itself can become a disorder. This recognition, that lifestyle and eating patterns can create disease and suffering, was as monumental as the discovery of fire for cooking. It signaled a turning point in human understanding of health.
Speaking of breakthroughs, what a discovery it was when humans learned to extract compounds from plants, tweak them in laboratories, test them on animals, and develop drugs to treat pain, illness, and countless symptoms. But why don’t we consider raw, fresh juice a comparable discovery? Perhaps it’s because, even now, we remain ignorant of its potential.
Let me tell you a story: several thousand years ago, humans realized that the safest way to live was to condense into larger, organized cities. This shift made people increasingly reliant on centralized, often tyrannical governments to build armies, supply weapons, construct walls and castles, and advance war technologies. Along the way, a mindset emerged: “Why bother growing food? My government will handle that for me.”
Over time, humans domesticated themselves in much the same way we domesticate dogs and cats. We grew further from the land, losing the deep sensitivity and connection to what it provides. Instead of living in harmony with nature, we grew dependent on centralized systems to meet our basic needs.
You could argue that this shift freed us from the constant worry of survival in the wild, giving us the space to think about art, philosophy, and innovation. But everything comes at a cost, especially when human corruption enters the picture.
Over the past 200 years, food production has become increasingly corrupted. The majority of foods lining supermarket shelves are designed not to nourish us but to profit the seller. While these foods may provide calories and nutrients, they also rob us of vital energy. They accelerate aging, disrupt our body chemistry (and, by extension, our moods), and are directly linked to degenerative diseases that might have been rare—or nonexistent—if we had access to pure, unprocessed foods.
The problem goes beyond diet. Sedentary lifestyles, chronic stress, and genetic factors also play a role. But nothing has a greater impact on humanity’s future than what we eat. Our diets don’t just affect our health—they shape the health of other creatures and the overall wellbeing of the planet itself.
Juice is a relatively new technology. In the format we see today, it’s only been around for about 90 years. Of course, humans have long extracted orange juice, lemon juice, apple juice, and grape juice—though grape juice was often fermented into wine. But consider this: what if green vegetable juice was treated like a prized vessel, revered and stored with the same care as vintage wine or aged scotch?
The mentality of humans has often been nonsensical. Alcohol is a toxin, yet we’ve glorified it for how it alters our consciousness. Juice, on the other hand, affects us in much more subtle and positive ways, but it requires a tuned-in mind to appreciate its value. Let’s demystify juice and get to its essence.
The most important substances we consume on this planet are oxygen and water. Juice, at its core, is simply water filtered through the fibers of fruits and vegetables. It’s a clean source of hydration, but it also delivers macronutrients.
The primary macronutrient we need is carbohydrates. Carbs are our brain’s preferred source of fuel, breaking down into glucose to provide energy immediately. Juice delivers this energy efficiently, burning clean without leaving behind the “mess” animal protein often does. When you eat the flesh of an animal, your body must process and eliminate the toxins that were present at the time of the animal’s death. While our bodies are designed to handle some of this, the efficiency of that process plays a significant role in preventing illness and slowing down aging.
Interestingly, the pharmaceutical industry owes part of its success to extracting compounds from fruits, vegetables, and plant material to create medicines. Juice, in a way, is a simpler extraction. Fruits and vegetables contain miraculous compounds—vitamins, minerals, antioxidants, and other vital chemicals. These compounds benefit our bodies in countless ways, even if we can’t see the effects under a microscope. While animal flesh contains some minerals, those minerals originate from plants the animals ate. So why not go straight to the source?
Juice offers a concentrated way to access these essential nutrients. It may not provide the heat production or sensory stimulation that cooked animal products do, but it delivers pure nourishment in a form that’s easy to digest and absorb.
What’s changed over the past century is the abundance of food and the distortion of our understanding of what we’re meant to eat. Walk into a modern supermarket, and most people are confused. The sheer variety of nonsensical, processed, and packaged foods has thrown us back 100,000 years, as though we’re wandering the jungle again, unsure of which berries are safe to eat.
Modern life is riddled with anxiety, and few people slow down long enough to use common sense. When you drink a fresh, raw juice—like the ones from goodsugar—you’re essentially consuming a liquefied salad packed with nutrients. Instead of treating juice like it’s snake oil, think of it as an easy, effective way to get the benefits of fresh produce.
There’s a lot of misplaced panic about sugar these days, but people should be far more concerned about the impact of animal protein or pesticides. Why isn’t society up in arms about avoiding pesticides? These toxic substances kill bacteria, destroy the earth’s soil, and disrupt the microbiome—the good bacteria in our digestive systems. It’s foolish to obsess over sugar while ignoring the damage caused by these chemicals.
How did we, as a society, revert to being carnivores? We have access to incredible produce, yet somewhere along the way, things went wrong. One major problem is our doctors. Most doctors, despite their credentials, likely know less about nutrition than a well-informed 10-year-old.
In my experience in the juice business over the past 15 years, I’ve spoken to thousands of people undergoing treatment for various health issues. Many of them have shared their doctors’ dietary recommendations, and I’ve often been baffled by the advice. It’s as if their doctors are channeling Dr. Seuss: recommending green eggs and ham instead of fresh, pure juice or simple, healing dietary changes. Rarely have I heard a doctor advise patients to cut back on dense foods, rest their digestive systems, avoid dairy, ditch processed foods, steer clear of alcohol, or eliminate candy.
This isn’t because doctors are malicious—it’s because they’re in the dark too. They rely on academic credentials and often suffer from “academic snobbery.” But if you follow a doctor who’s as clueless about nutrition as Dr. Doolittle, you’re not setting yourself up for success.
And then there’s the next group of misguided individuals: the gym crowd. And I say this passionately because it’s often the aggressive, anxious male who has dictated to society what we should be eating—and, oh boy, what a disaster that has been. I have to be blunt about this to grab your attention.
The gym mentality often stems from a sense of powerlessness as children. These individuals discovered that by consuming more calories—particularly the wrong kinds of calories, like excessive protein—they could build strength and power. Protein, which is highly stimulating, increases the production of hormones like testosterone and fuels muscle growth. This makes a person stronger and helps them cope with their underlying anxiety about feeling weak and powerless.
When we see a young gym-goer with a body chiseled like a statue—muscle on top of muscle, capable of lifting a car—we tend to view them as the epitome of health. We assume they know exactly what they’re doing and often listen to their advice without question. But this belief is misguided.
All over the Internet, you’ll find people boasting about eating 2,000-calorie protein burritos twice a day and bench-pressing 1,100 pounds. It’s easy to believe that this must be the “right” way. But that path, my friend, will lead you into a dark alley where your body’s chemistry will mug you, beating the life out of your metabolic processes.
It would take me a hundred articles to fully explain the dangers of this kind of diet in a way that’s easily understood. But let me simplify: the scientific community already knows that a high-protein diet is a disaster. It’s unnatural and unsustainable, no matter how convincing those Internet influencers may seem.
I want you to think of juice as the cure for this kind of stupidity. When you’re unsure of what to consume, go back to pure, fresh juice and smoothies from a reliable, unpasteurized, pesticide-free source. And let me add another important factor: no plastic. In the past four years, I’ve become an advocate for avoiding juice served in plastic containers. Juice that’s fresh is better—juice that’s made today fresh. You won’t find that in supermarkets or from my competitors.
Juice is simple: it’s calories and nutrients in their purest form. Should you worry about the sugar? Sure, you should be mindful of your chemistry overall. You can’t drink 30 gallons of fruit juice, sit on the couch, and expect to feel amazing. But realistically, people who turn back to a diet of fruits and vegetables also tend to develop better control over their impulses.
When you consume whole, fresh foods, there are companion nutrients—natural elements that help regulate your hormones and brain activity. These nutrients work together to bring balance and health to your body in a way that no protein powder or synthetic diet ever could.
When we combine proper nutrition with self-help practices like meditation, journaling, and exploring our traumas, we begin to shift how we interact with food. We become more emotionally aware, operating from the frontal cortex—the rational part of our brain—rather than the amygdala, which governs fight-or-flight responses. This change helps us eat less addictively in the first place.
From the start, we should aim to avoid extremes in our diet. If you choose to eat animal protein because you’re concerned about calories or protein intake, that’s fine. But why not insist that it’s clean? Why not eat animal protein the way your ancestors did—catch it, kill it, eat it. Of course, there are a few steps in between today, such as farming. But does farming have to mean industrial farms that show no concern for the well-being of the animals they slaughter?
Why, in this modern age, do we tolerate the mistreatment of cattle and other animals? Cows, while not as intelligent as dogs, are incredibly emotional creatures. They know when they’re in danger. Should our food really have to cry out in pain before it ends up on our plates? Do we need to save so much money that animals are forced to live their entire lives standing in cubicles? Should we accept that slaughterhouses employ people who deliberately abuse animals for their own sick pleasure? (Not all slaughterhouse workers behave this way, but many do.)
Do we have to accept industrial livestock facilities that feed animals the wrong foods, keep them in conditions so poor that they require antibiotics just to survive, and leave them living in filth? Are we so desperate for cheap food that we’re willing to consume chickens that lived piled on top of one another in their own excrement? We aren’t, or at least we shouldn’t be.
If you can afford it, buy better quality food. Yes, it’s frustrating that we live in a world where there’s a choice between terrible-quality food and slightly better-quality food. It’s absurd. But know this: whatever is cheaper upfront, society pays for later in sickness, disease, and suffering.
This cycle of exploitation isn’t limited to food—it mirrors what we see in the energy industry with fossil fuels. Corrupt individuals hold power, and the rest of us, dependent on the resource, are forced to comply. I’m not an activist, just a person trying to do what’s easiest so I can focus on my children’s education and my own everyday challenges. And that’s the problem: our neediness and anxiety make it easy for tyrannical systems to thrive and take advantage of us.
The next major development in food needs to be a revolution. We, the people, should rise up—peacefully, of course—and demand change. Imagine pitchforks raised in protest (purely for symbolism, no violence), voices shouting and boycotting products that harm humanity. We should refuse to buy tainted water, soda, candies, and refined sugary foods laced with harmful chemicals.
If we don’t take action, the outcome is inevitable: disease and suffering will continue to ravage communities that eat these toxic products, and many individuals will die off. But perhaps the next generation will bring a fresh perspective. Slowly, revolutionary thinkers in the food industry—people who aren’t corrupt—will emerge. They’ll show us a new way of eating and inspire change.
Over time, the sphere of influence for positive, health-conscious food choices will grow. One day, an uncorrupted government might step in and say, “No, you can’t sell this garbage to people anymore. It’s making them sick, and we’re tired of footing the bill.”
The truth is, you can blame the death of past generations—your great-grandparents, grandparents, and even your parents—on a sickening food industry that went nearly unregulated for two centuries. Even today, the system favors junk food and corrupt practices, often under the guise of government regulation. If the FDA had its way, fresh juice would likely be banned, while tainted meat would continue to flow into stores with minimal regulation—not on how the animals were treated in life, but on how their flesh is handled after death.
Think about it: these animals live in unimaginable suffering, receiving no comfort—only pain. The way we treat animals today is comparable to a holocaust. There are death camps, mass murder, deliberate abuse, and inhumane conditions on an unmeasurable scale.
We’ve lost all honor in the most important aspect of life: our diet. We are swimming in an ocean of blood, and with each successive generation, we grow more desensitized, more ignorant, and further from the truth.
If that makes you uncomfortable, that’s your problem. I know it’s the objective truth: juice is an innocent food. The consciousness of plants is fundamentally different from the consciousness of animals. I can see the symptoms of this imbalance in society—can you?