I sold my interest in Juice Press to the current owner, Michael Karsh, in 2019. It’s hard to believe it’s now 2026. We closed that deal in late September, and shortly after, the world shut down. I had planned to jump right back into building something new, but the pandemic changed the timing.
That said, I was already moving. I had a business plan in place and had trademarked the name goodsugar. My goal was simple: finish what I felt had never been fully completed in the juice category, at least not in the United States, which is still the most advanced market for this kind of business.
People often ask me what the difference is between goodsugar and Juice Press. My answer is usually, what’s the difference between Apple and Samsung? There are differences, but the fundamentals matter more.
At its best, Juice Press was about mastering the core model. Great locations, great product, and giving people something they would go out of their way to get. We had that in the early years. It shifted later as the model expanded and stores moved away from that core.
With goodsugar, I’ve gone back to those principles. Location, product, and execution. That’s it. The focus is on making the product better every day and improving how it’s presented and delivered, from signage to storefronts to how the team interacts with customers. The tone of the brand is lighter. I like to make people smile. That matters.
There are also some clear changes. We eliminated single use plastic, which was a major step forward. That alone separates us. Then we expanded the model. The addition of a bakery and cooked food brought balance to the business and made it more resilient beyond juice cleanses.
Today the menu is well rounded. Juice, smoothies, hot food, soups, bakery, and a few smaller categories in between. Caffeinated beverages are a smaller category, but still important. We’re not trying to compete with traditional coffee shops. We don’t use dairy creamers or the full range of sweeteners most people expect. Instead, we focus on doing a few things well, like our cold brew based smoothies, the Harvey Wallbanger and the Turkish Coffee. They’re unique, and they work.
The biggest shift is maturity. I understand the business better now. At Juice Press, we built inventory to never run out. That led to waste. Over time, that pushed the company toward high pressure pasteurization to extend shelf life.
At goodsugar, we do the opposite. We build tightly and sell through. If we run out, we run out. The goal is freshness, not shelf life. A well balanced menu covers the gaps.
Branding has also evolved. At Juice Press, I created the early identity, the logo, the bottles, the messaging. At goodsugar, the system is more scalable. The messaging lives across packaging, napkins, and digital. It’s consistent and easier to grow.
After location and product, branding is the engine. It creates connection. It keeps people engaged. I’ve spent years refining that across different businesses, and it shows.
Visually, goodsugar is more intentional. Juice Press leaned heavily on green and black. It worked, but it was serious. Here, the palette is more thoughtful, more expressive. And I believe goodsugar is simply a better name.
Store one has been a success, and I’m grateful for the support. When people ask what’s different, I often say nothing. It just depends on what moment of Juice Press you’re comparing it to.
goodsugar is not Juice Press today. It’s where my head was between 2010 and 2014, when everything was fresh, focused, and exciting. Before the complexity, before the bureaucracy. Back to the original idea. And this time, I’m staying there.
Above image: My father, David, and I visiting in Miami, April 2026.