photo album

A mixed bag of photos from my Juice Press days (2010–2019) and my goodsugar days (2020 to today). Enjoy. When I mention Karsch, I mean it with love and compassion. In our glorious forties, we ripped through millions trying to make Juice Press a mega-blockbuster. I did OK, I'm happy with the outcome, and now I have the drive to do my next thing here: better, faster, stronger. No HPP.

GS#1 Installing s/s mop bucket wall insert.
GS#1 Installing s/s mop bucket wall insert.
gs#1 Build Out
gs#1 Build Out
3rd - 69th Store #1 in Construction 2022
3rd - 69th Store #1 in Construction 2022
construction gs#1 2022
construction gs#1 2022
gs#1 Build out store front
gs#1 Build out store front
walk-in doors installed, bathroom door not. circa 2022.
walk-in doors installed, bathroom door not. circa 2022.
Mid construction (60 days in) The stainless steel support legs arrived from fabricator. Here we see the 1" plastic counter tops Installed.
Mid construction (60 days in) The stainless steel support legs arrived from fabricator. Here we see the 1" plastic counter tops Installed.
Pure white Stonhard floors throughout. Total disaster, since they showed every mark, so we redid them in salmon. Shown here with basic framing done, before the walk-ins went in.
Pure white Stonhard floors throughout. Total disaster, since they showed every mark, so we redid them in salmon. Shown here with basic framing done, before the walk-ins went in.
Getting the big ice chests to fit snug around the column meant welding them together on site. I found a 78-year-old welder to do it.
Getting the big ice chests to fit snug around the column meant welding them together on site. I found a 78-year-old welder to do it.
2022: Stainless counter bases with built-in ice chests go in. My contractor and I made ¼" plywood mock-ups first and sent them to the fabricator, so the steel would fit tight around the columns.
2022: Stainless counter bases with built-in ice chests go in. My contractor and I made ¼" plywood mock-ups first and sent them to the fabricator, so the steel would fit tight around the columns.
Intricate work alying down 1" sheets of plastic counter tops. In the background is a faux-hood we ung over the soup kettles and later took down and threw it away.
Intricate work alying down 1" sheets of plastic counter tops. In the background is a faux-hood we ung over the soup kettles and later took down and threw it away.
$35,000 Alto-Shaam bakery oven. It works beautifully. The $7K hood above it is useless. Paying for a self-cleaning steam system was a mistake: two cheaper ovens stacked on top of each other would have saved space and doubled our capacity.
$35,000 Alto-Shaam bakery oven. It works beautifully. The $7K hood above it is useless. Paying for a self-cleaning steam system was a mistake: two cheaper ovens stacked on top of each other would have saved space and doubled our capacity.
The hood never vented. It’s there for looks, and now it catches a bit of steam from the soup kettles. I built the table on the right for a 6-gallon blender we never ended up using.
The hood never vented. It’s there for looks, and now it catches a bit of steam from the soup kettles. I built the table on the right for a 6-gallon blender we never ended up using.
Assembling the stainless counters, with the walk-in doors already in place in the back. We moved the electrical panel to the bathroom. The old panel spot on the right is now the dishwasher area.
Assembling the stainless counters, with the walk-in doors already in place in the back. We moved the electrical panel to the bathroom. The old panel spot on the right is now the dishwasher area.
During construction, sample test-prints of shopping bags came in. Made from kraft paper, printed with colorful butterfly illustrations and the 'goodsugar' logo, shown against a neutral background.
During construction, sample test-prints of shopping bags came in. Made from kraft paper, printed with colorful butterfly illustrations and the 'goodsugar' logo, shown against a neutral background.
The retail area in 2026. I like it.
The retail area in 2026. I like it.
A little more detail. The lights look dim because the store is getting blasted by sunlight.
A little more detail. The lights look dim because the store is getting blasted by sunlight.
I made this with AI. I enjoy making dumb stuff like this. It would actually be a good idea if I could figure out how to make it without plastic and nasty chemicals.
I made this with AI. I enjoy making dumb stuff like this. It would actually be a good idea if I could figure out how to make it without plastic and nasty chemicals.
October 2026, lights down low: the smoothie station, seen over the retail ice chest. I enjoy this store’s design. I’m hoping the next store does even better.
October 2026, lights down low: the smoothie station, seen over the retail ice chest. I enjoy this store’s design. I’m hoping the next store does even better.
The retail area in 2026, with Naomi behind the bakery counter.
The retail area in 2026, with Naomi behind the bakery counter.
September 2026: Jermaine Jonas in a beard net, helping us in the kitchen. He’s a great chef and my friend, and I love him.
September 2026: Jermaine Jonas in a beard net, helping us in the kitchen. He’s a great chef and my friend, and I love him.
2026: me, Marcus Antebi, sitting in the store figuring out what to do with the website. OK, good idea: a photo album.
2026: me, Marcus Antebi, sitting in the store figuring out what to do with the website. OK, good idea: a photo album.
This floor was beautiful, but it needed buffing every quarter to bring back the shine. Karsch couldn’t understand how floors got dirty or how they got clean. So instead, he glued horrible fake-wood vinyl into every store. OMG.
This floor was beautiful, but it needed buffing every quarter to bring back the shine. Karsch couldn’t understand how floors got dirty or how they got clean. So instead, he glued horrible fake-wood vinyl into every store. OMG.
Back of house at goodsugar: the ice machine’s tiny sign reads “NO PHOTOS unless they’re of me.”
Back of house at goodsugar: the ice machine’s tiny sign reads “NO PHOTOS unless they’re of me.”
Just a gluten-free bakery and some food in ice chests. goodsugar, 2026.
Just a gluten-free bakery and some food in ice chests. goodsugar, 2026.
The team and I tagged the basement staircase in the most insane ways. It looks like CBGB’s in there, as if we’d occupied the space for decades. goodsugar, 2024.
The team and I tagged the basement staircase in the most insane ways. It looks like CBGB’s in there, as if we’d occupied the space for decades. goodsugar, 2024.
Displays and artwork. goodsugar, 2026.
Displays and artwork. goodsugar, 2026.
On Fox 5’s morning show. I did two days of media training for it, and I think I did OK. The good old days, though I can’t remember exactly when.
On Fox 5’s morning show. I did two days of media training for it, and I think I did OK. The good old days, though I can’t remember exactly when.
Introducing the goodsugar Solid 18K Gold Fork & Spoon Set, $4,350. Finally, cutlery as rich as our gluten-free brownies. Hand-polished, perfectly balanced and so heavy you’ll count each bite as a rep. Stirs smoothies, scoops chia pudding and silences dinner parties. Not dishwasher safe. Not roommate safe. Barely safe for you. Comes in a velvet case with a lifetime warranty and a sternly worded letter from your financial advisor. Spoon-fed luxury. Fork it over.
Introducing the goodsugar Solid 18K Gold Fork & Spoon Set, $4,350. Finally, cutlery as rich as our gluten-free brownies. Hand-polished, perfectly balanced and so heavy you’ll count each bite as a rep. Stirs smoothies, scoops chia pudding and silences dinner parties. Not dishwasher safe. Not roommate safe. Barely safe for you. Comes in a velvet case with a lifetime warranty and a sternly worded letter from your financial advisor. Spoon-fed luxury. Fork it over.
Barbie came to JP5, and we made a big deal of it. Thank you, Barbie, for whatever that nonsense did for us. I’m sure New York’s cool cats thought a Mattel collab made us very cool.
Barbie came to JP5, and we made a big deal of it. Thank you, Barbie, for whatever that nonsense did for us. I’m sure New York’s cool cats thought a Mattel collab made us very cool.
For years at Juice Press, I wanted to make a wall of fake flyers poking fun at the ridiculous ones you always see in health restaurants, health markets and juice bars. Here it finally is, at goodsugar in 2026.
For years at Juice Press, I wanted to make a wall of fake flyers poking fun at the ridiculous ones you always see in health restaurants, health markets and juice bars. Here it finally is, at goodsugar in 2026.
Introducing the goodsugar Vegan Western Saddle: hand-stitched from mushroom leather, cactus and the tears of a reformed cattle rancher. No cows harmed, though one horse rolled its eyes. Features a gluten-free horn, cold-pressed stirrups and a cup holder for your 16 oz. unpasteurized juice. Smells faintly of oat milk. Fits all horses, ponies and one patient golden retriever. Warning: may cause spontaneous yodeling and oversharing. Ride off into the sunset. Then compost it, partner. Yeehaw.
Introducing the goodsugar Vegan Western Saddle: hand-stitched from mushroom leather, cactus and the tears of a reformed cattle rancher. No cows harmed, though one horse rolled its eyes. Features a gluten-free horn, cold-pressed stirrups and a cup holder for your 16 oz. unpasteurized juice. Smells faintly of oat milk. Fits all horses, ponies and one patient golden retriever. Warning: may cause spontaneous yodeling and oversharing. Ride off into the sunset. Then compost it, partner. Yeehaw.
Fast forward to 2026. I’ve always been obsessed with wheat-pasting. It’s really collage, something I learned from my mom and her sisters, and probably from my grandmother Adele (RIP). I love the imagery and the colors. It’s a cool way to communicate in New York.
Fast forward to 2026. I’ve always been obsessed with wheat-pasting. It’s really collage, something I learned from my mom and her sisters, and probably from my grandmother Adele (RIP). I love the imagery and the colors. It’s a cool way to communicate in New York.
More wheat-paste artwork at goodsugar: design elements that look human-made, because they are. I made them and fitted them by hand. At Juice Press, I made tons of random artwork for every store, for messaging and for a certain look. Picture it: the founder and co-owner driving around in an SUV, secretly graffitiing store walls with stuff that would piss off Karsch and his ass-kissing lackeys.
More wheat-paste artwork at goodsugar: design elements that look human-made, because they are. I made them and fitted them by hand. At Juice Press, I made tons of random artwork for every store, for messaging and for a certain look. Picture it: the founder and co-owner driving around in an SUV, secretly graffitiing store walls with stuff that would piss off Karsch and his ass-kissing lackeys.
Five Points Academy on Lafayette. Training with a Thai master, who got annoyed that my head movement was too American-boxing, so he threw me out of the ring. I was defenseless.
Five Points Academy on Lafayette. Training with a Thai master, who got annoyed that my head movement was too American-boxing, so he threw me out of the ring. I was defenseless.
I made this bookmark and left it in all our stores. It poked fun at the CEO of Organic Avenue, a competitor, who said in a press release that he was a “flexitarian” and that Organic Avenue’s menu reflected it.
I made this bookmark and left it in all our stores. It poked fun at the CEO of Organic Avenue, a competitor, who said in a press release that he was a “flexitarian” and that Organic Avenue’s menu reflected it.
Seahawks quarterback Russell Wilson and my lead investor, Kenny Dichter, on the set of Entourage.
Seahawks quarterback Russell Wilson and my lead investor, Kenny Dichter, on the set of Entourage.
Rest in peace, Ira Kramer, one of my first loyal customers at JP1 on East First Street. He loved Juice Press and spent $100 every other day. We became friends: we drove around in his sports cars and talked about his life. He had been ultra-Orthodox and had stepped away from it. I introduced him to my food mentor, Fred Bisci, who made a food plan for him to follow. When he passed, I was heartbroken. Farewell, old friend.
Rest in peace, Ira Kramer, one of my first loyal customers at JP1 on East First Street. He loved Juice Press and spent $100 every other day. We became friends: we drove around in his sports cars and talked about his life. He had been ultra-Orthodox and had stepped away from it. I introduced him to my food mentor, Fred Bisci, who made a food plan for him to follow. When he passed, I was heartbroken. Farewell, old friend.
Introducing goodsugar Solid 18K Gold Chopsticks, just $3,200. Because your $14 poke bowl deserves better. Hand-forged, heavier than your conscience and impossible to drop without everyone turning around. Dishwasher safe, if your dishwasher has a security guard. Gluten-free, obviously. Pairs beautifully with brown rice, humility and a sensible credit limit. Each pair comes in a velvet box with a certificate of authenticity and a note from your accountant. Eat like royalty. Tip like it, too.
Introducing goodsugar Solid 18K Gold Chopsticks, just $3,200. Because your $14 poke bowl deserves better. Hand-forged, heavier than your conscience and impossible to drop without everyone turning around. Dishwasher safe, if your dishwasher has a security guard. Gluten-free, obviously. Pairs beautifully with brown rice, humility and a sensible credit limit. Each pair comes in a velvet box with a certificate of authenticity and a note from your accountant. Eat like royalty. Tip like it, too.
Fred Bisci, 97 in 2026. This is probably from 2015, at a small talk on food that he and I gave together. A great person, mentor and friend. Thank you, Freddie.
Fred Bisci, 97 in 2026. This is probably from 2015, at a small talk on food that he and I gave together. A great person, mentor and friend. Thank you, Freddie.
Joking with my dad: “Take everything, Pops,” while he was busting my balls over his lawsuit with Karsch. Since then he’s lost 110 pounds without drugs, and he’s 84 in 2026. Keep going, Dad.
Joking with my dad: “Take everything, Pops,” while he was busting my balls over his lawsuit with Karsch. Since then he’s lost 110 pounds without drugs, and he’s 84 in 2026. Keep going, Dad.
Thai boxing on the bag at Gold’s Gym in Venice Beach. My shorts had my name on them. That was also the last year Brooks made normal running shoes.
Thai boxing on the bag at Gold’s Gym in Venice Beach. My shorts had my name on them. That was also the last year Brooks made normal running shoes.
We fabricated endless steel racks to hold the enormous weight of produce and machines. You need racks that won’t break or rust, because you have to store stuff, you idiot. Buy industrial grade, and spend the money.
We fabricated endless steel racks to hold the enormous weight of produce and machines. You need racks that won’t break or rust, because you have to store stuff, you idiot. Buy industrial grade, and spend the money.
I’m against pasteurized juice, starting with how it tastes: like dog shit. Juice Press was the golden goose. It just wouldn’t lay eggs for Karsch, and it laid plenty for Antebi. If you start a juice company and grow, remember: HPP will destroy your product. If you’re forced into it, you f*cked up.
I’m against pasteurized juice, starting with how it tastes: like dog shit. Juice Press was the golden goose. It just wouldn’t lay eggs for Karsch, and it laid plenty for Antebi. If you start a juice company and grow, remember: HPP will destroy your product. If you’re forced into it, you f*cked up.
goodsugar on 69th Street, our first store. goodsugar is great. I’ll see this through, and it will stay better than every other food company.
goodsugar on 69th Street, our first store. goodsugar is great. I’ll see this through, and it will stay better than every other food company.
Introducing the goodsugar 2-Horsepower Blender. Most blenders go to 10. Ours goes to 11. Why not just make 10 louder? Because this one goes to 11. Pulverizes kale, frozen mango and your neighbor’s sense of peace. Smoothies come out so smooth they apologize. Comes with a safety lid, ear protection and a waiver your lawyer will love. Not recommended for small kitchens, small dogs or small talk. Turn it up. All the way. Eleven. Rock on.
Introducing the goodsugar 2-Horsepower Blender. Most blenders go to 10. Ours goes to 11. Why not just make 10 louder? Because this one goes to 11. Pulverizes kale, frozen mango and your neighbor’s sense of peace. Smoothies come out so smooth they apologize. Comes with a safety lid, ear protection and a waiver your lawyer will love. Not recommended for small kitchens, small dogs or small talk. Turn it up. All the way. Eleven. Rock on.
Introducing the goodsugar “HPP Sucks” Thermos. Built to keep fresh, cold-pressed, never-HPP’d juice cold, honest and delicious. Double-walled stainless steel, because your juice deserves protection, not 87,000 psi of industrial nonsense. Holds 16 oz. of the real stuff and zero shelf-stable regret. Leak-proof, sweat-proof and allergic to marketing words like “cold pasteurized.” Fits most cup holders and all arguments with your partner. Proudly made for fresh-juice snobs. Fresh tastes better. Say it loud: HPP
Introducing the goodsugar “HPP Sucks” Thermos. Built to keep fresh, cold-pressed, never-HPP’d juice cold, honest and delicious. Double-walled stainless steel, because your juice deserves protection, not 87,000 psi of industrial nonsense. Holds 16 oz. of the real stuff and zero shelf-stable regret. Leak-proof, sweat-proof and allergic to marketing words like “cold pasteurized.” Fits most cup holders and all arguments with your partner. Proudly made for fresh-juice snobs. Fresh tastes better. Say it loud: HPP
On the phone in the back room of JP11, around 2015–16. I was so self-important back then.
On the phone in the back room of JP11, around 2015–16. I was so self-important back then.
In the JP5 fridge with Russell Wilson, the Seattle Seahawks quarterback, back when he was giving Brady and the Patriots a hard time. Russell later invested in Juice Press for our Seattle location.
In the JP5 fridge with Russell Wilson, the Seattle Seahawks quarterback, back when he was giving Brady and the Patriots a hard time. Russell later invested in Juice Press for our Seattle location.
I woke up to a call telling me to buy the Post and turn to Page Six. It did more good than harm. My dad really was suing my ex-partner, Michael. They settled around 2015–16, with Juice Press buying my dad’s store, JP3, back from him.
I woke up to a call telling me to buy the Post and turn to Page Six. It did more good than harm. My dad really was suing my ex-partner, Michael. They settled around 2015–16, with Juice Press buying my dad’s store, JP3, back from him.
Introducing the goodsugar Nipple Clamp Health Monitor. Forget finger pricks and awkward scales. Two clamps, one quick squeeze, and you’ll know your blood sugar, your BMI and exactly how much you regret clicking “buy.” Clinically tested on our COO, who has asked for a raise. Fits all body types. Bluetooth-enabled, battery-free and powered entirely by your screaming. Results in 10 seconds, tears in 3. Not FDA approved. Not doctor approved. Not approved by anyone, actually. Clamp responsibly.
Introducing the goodsugar Nipple Clamp Health Monitor. Forget finger pricks and awkward scales. Two clamps, one quick squeeze, and you’ll know your blood sugar, your BMI and exactly how much you regret clicking “buy.” Clinically tested on our COO, who has asked for a raise. Fits all body types. Bluetooth-enabled, battery-free and powered entirely by your screaming. Results in 10 seconds, tears in 3. Not FDA approved. Not doctor approved. Not approved by anyone, actually. Clamp responsibly.
Left to right: the king of a country I can’t remember, Chef Jermaine Jonas from Antigua, me, and Ira Kramer (RIP), on East 10th Street, around 2011–12.
Left to right: the king of a country I can’t remember, Chef Jermaine Jonas from Antigua, me, and Ira Kramer (RIP), on East 10th Street, around 2011–12.
Juice Press in its glory years, around 2015. Even large-batch juice is still great when it’s pressed on a Goodnature juicer and not HPP’d into cat piss.
Juice Press in its glory years, around 2015. Even large-batch juice is still great when it’s pressed on a Goodnature juicer and not HPP’d into cat piss.
I have so much to say about this chapter of my life. First, gratitude for the good fortune of being where we were. I started Juice Press in 2010 in a 280-square-foot store that rented for $3K a month. My early partners included Jake Vainer, who was paid handsomely for his equity, and Alain Palinsky, who made 100X on his initial $15K. Thank you both for your contributions.
I have so much to say about this chapter of my life. First, gratitude for the good fortune of being where we were. I started Juice Press in 2010 in a 280-square-foot store that rented for $3K a month. My early partners included Jake Vainer, who was paid handsomely for his equity, and Alain Palinsky, who made 100X on his initial $15K. Thank you both for your contributions.
JP11, at our peak. We taste-tested everything. Here we’re goofing around with our innovation chef’s magic drum, “blessing” our palates. That’s Peter Kay holding the drumstick.
JP11, at our peak. We taste-tested everything. Here we’re goofing around with our innovation chef’s magic drum, “blessing” our palates. That’s Peter Kay holding the drumstick.
A small corner of our LIC fridge at the end of a production run: handmade, unpasteurized juice. We made about 10,000 bottles a day.
A small corner of our LIC fridge at the end of a production run: handmade, unpasteurized juice. We made about 10,000 bottles a day.