In 1975, the Beverly Hills Juice Club began cold-pressing organic fruits and vegetables to maximize nutrient content by grinding to pulp and pressed with hydraulics. The under-the-radar storefront has been ahead of the game, through the years, as health fads come and go. Lately, it seems as though there’s a just-opened juicery squeezed in between stores in every hip neighborhood: There’s the grand opening of Kreation Juice on Montana Avenue in Santa Monica; the forthcoming Moon Juice on Rose Avenue in Venice; and Pressed Juicery, once a tiny kiosk across from the Brentwood Country Mart, has expanded to the Malibu Lumber Yard and unveils a West Hollywood branch this week, on Santa Monica Boulevard at Westbourne.
So what’s new? All have taken this simple idea, enabled online ordering (like BluePrintCleanse) and created various detoxing kits, special waters and drinks which embrace the boosting superfoods, produce and supplements you’ll find working their way into the average Whole Foods shopper’s basket (like young coconuts, chia, acai, flaxseed, E3 algae). Menus are becoming inventive, too. At Pressed, for example, you can blend an on-site “Greens 2″ drink with fresh almonds and banana for a smoothie, and Kreation makes its own vegan banana ice cream.
While naysayers argue that juicing loses the fiber of most foods during extraction, and there’s no scientific evidence proving that this kind of intake is better for you nutritionally–check out this Mayo Clinic article–drinking your greens is certainly a delicious, fresh way to enjoy California’s bounty. ALISON STEINGOLD