Organic Avenue

The Great Juice Rush of 2013

There is gold in them fruits.

Once upon a time long ago, in 1996, Doug Green happened upon a storefront in New York’s East Village. He was young, passionate, spiritual, and committed to his dreams of owning a super-high-quality juice bar. That year he opened Liquiteria and became the original “juice-apreneur,” a combination of health fanatic and spiritual guru slinging all-natural, cold-pressed gold. Green’s Liquiteria was the mothership of the juicing business, the first mover in what has become the most valuable commodity since coffee.