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Juicero, a Silicon Valley startup that raised $120 million in capital so it could make a $700 Wi-Fi-enabled juicing machines - or, as the New York Times described it, “trying to solve a problem that did not exist” - has shut down its operations.

Launched by a “health fanatic” named Doug Evans “with a checkered history as an entrepreneur,” the Times writes about Juicero’s plan “to deliver small glasses of expensive cold pressed juice to kitchens around the country. The machine scanned codes printed on pouches of chopped produce to help assess the freshness of the contents inside … The company was a particularly bold bid to capitalize on the hype around the so-called internet of things and interest in the juice business. Mr. Evans believed there was a legion of customers who, once they tasted his juice, would find it superior to the many varieties that can be bought at convenience stores, juice bars or even Walmart.”

But there were problems. Like the price, which the company eventually had to slash in order to sell the machines. And, there was the small fact that enterprising journalists figured out that if you simply held the pouches in your hands and squeezed them, you could get essentially the same juice without the expensive juicing machine.
KC's View:
The folks at Juicero are trying to make lemonade out of lemons, claiming that they are positioning themselves to sell the company to a larger entity, which just seems to me to be unlikely. Plus, they’re claiming that even though the company was not sustainable on its own, its experience proved that people want better juice made at home. Which seems like a reach to me.