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Do you need a $700 high-tech juicer?

Juicero CEO Doug Evans defends his internet-connected juicer on the latest Too Embarrassed to Ask.

The Juicero juice press after it has pressed a full glass of green juice. Courtesy Juicero

After the public unveiling of Juicero, a high-tech fruit and vegetable juice-making machine, critics didn’t hold back. Eyebrows shot up at the more than $100 million raised by its maker from Silicon Valley venture capitalists, as well as the Campbell Soup Company; The Verge’s Jacob Kastrenakes called it a "ludicrous product."

On the latest Too Embarrassed to Ask, Juicero CEO Doug Evans defended the Wi-Fi connected juicer and its $700 price point, seemingly undeterred by the skeptics.

"I said, ‘I’m going to do what Steve [Jobs] did,’" he said, recalling how Juicero started. "‘I’m going to take the mainframe computer and create a personal computer. I’m going to take a mainframe juice press and create a personal juice press.’"

Juicero CEO Doug Evans
Courtesy Juicero

For Evans, increasing the popularity of organic juice is personal. After his parents died and his brother had a stroke, he went "cold cucumber," fearing he would be next. That meant no more processed food, refined food, meat, dairy or animal products.

"Fruit’s easy to eat. Vegetables are difficult," Evans told Recode’s Kara Swisher and The Verge’s Lauren Goode. "So I discovered juicing as a means of getting more vegetables in my diet."

Juicero is different from existing home juicers because it "cold-presses" packets of produce that the company sells for $5 to $7 apiece. It’s also unique in that it is connected to the internet, using a QR code sensor to check the packets’ expiration date.

"I’m not a tech guy. I didn’t know about IoT [Internet of Things] when I designed this," Evans said. "If you’re putting a pack in, we want to make sure that, I know where my produce is coming from ... I want to know when it was packed, and I also want to make sure I know when it’s expiring. It won’t press an expired pack."

Later in the show, Evans answered questions from our readers and listeners about Juicero, plus more from Kara, Lauren and special guest Peter Kafka, host of Recode Media.

You can listen to the full podcast in the audio player above, or wherever you subscribe and listen to podcasts. If you like this, be sure to subscribe to Too Embarrassed to Ask on iTunes, Google Play Music, TuneIn or Stitcher.

Thank you to everyone who sent in their questions about Juicero. Still have questions we didn’t get to? Or have another tech topic on your mind? You can tweet any questions, comments and complaints to @Recode with the hashtag #TooEmbarrassed. You can also email your questions to, in case Twitter isn’t your thing.

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