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The Juice Wars

The Juice Wars The Awl


Bequ, Strachnyi said, sources all of its juices’ ingredients locally, makes them in micro-batches, and doesn’t pasteurize them. When a location of the East Village coffee colossus The Bean started selling juice across the street from Bequ a few months ago, Strachnyi took it as a personal affront. “We were building out for seven months, and then they just happen to put in a juice press?” Strachnyi asked. Then, in the winter, The Bean dropped its juice prices and put a sign out advertising that they had done so—a sign facing Bequ’s storefront. “It was cold, and I had to come in every day and see that sign,” Strachnyi griped. “As a consumer, even if you don’t care about Bequ, or The Bean, wouldn’t that piss you off?”


“Money chases ideas, and this is the new idea,” commercial broker Conrad Bradford of Miron Properties told me. When “venture capital money comes into a business, the entrepreneurs don’t have an idea that’s fully cooked—but no one has to prove these models actually work.” Bradford continued: Venture capitalists “invest in ten things, maybe two or three will be good investments. They know that. But the money is there for people who know how to access it—you go to the right school, or your father knows the right people. This is the machine. This is the way we innovate.”

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In what way is pressed juice a new idea? I am skeptical.

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