", we went from being this little family-owned business barely surviving to shipping thousands of machines to over 70 countries."īut he says many of the big juice brands they worked with were unable to maintain their success. "When juicing took off, our little company became the only one in the world making a commercial-size juice press that could make hundreds of bottles a day," Wettlaufer says. His father and the company's founder, Dale Wettlaufer, invented a six-foot-tall juice press in the '70s. Charlie Wettlaufer, the president and CMO for cold-pressed juice equipment company Goodnature, had a front-row seat to the juice boom. Seeing BluePrint's success, other brands started sprouting up, hoping to capitalize on the fast-growing trend. In 2013, Sakoutis and co-founder Erica Huss sold the brand for $25 million. "We took it from being this weird fringy thing to something more accessible," she says. Her point? That BluePrint was the first brand to really create a following. That was her claim to fame," Sakoutis says. "We launched in 2007, and at the time, there was only one person in New York City a juice cleanse, Jill Pettijohn, who was a nutritionist for Donna Karan. (Once a drink moves from a noun to a verb, it really says something, wouldn't you say?) Sakoutis says doing a "detox" or "cleanse" was one reason why many turned to juice-including BluePrint, which sold juice cleanse packages. It would be impossible to talk about the rise of juice without talking about juicing. "If you were carrying around a bottle of BluePrint, it meant you had money, willpower, and the self-respect to do something good for yourself." Or at least, the sheer act of toting a green juice was quietly meant to evoke the appearance of these qualities. "Carrying around a cold-pressed juice was a status symbol," she says. BluePrint co-founder Zoe Sakoutis agrees.
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