Most Americans don't get the 4 to 6.5 cups of fruits and vegetables we're supposed to consume every day, per government guidelines. But companies that make juice, especially high-end, "fresh" juice, are ready to come to our rescue.
The relatively new "super-premium" juice marketers are pushing more than just pretty colors and sweet flavors. They're also trying to persuade Americans that getting fruits and vegetables from juice is convenient and pleasurable and will potentially alleviate your guilt about your unhealthy ways by blasting your system with "incredible nutrition."
Look no further than Starbucks' announcement this week that it has opened a $70 million, state-of-the-art "juicery" in Rancho Cucamonga, Calif., where it plans to quadruple production of its Evolution Fresh juice, a brand it acquired in 2011.
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