Juice Press founder bringing goodsugar to 1st Street

Marcus Antebi, the founder of Juice Press, is debuting a new pop-up concept called goodsugar™at 21 E. First St.

The plant-based, wellness cafe is now part of the Kollectiv space here between Second Avenue and the Bowery.

Here's more about the concept via a goodsugar rep:

• Moving beyond Juice Press, goodsugar will concentrate on eliminating single-use plastic. Products will be sold in reusable containers that can be returned for loyalty points, creating a closed-loop system we hope to see replicated by every cafe, restaurant, and juice bar in the world.

• Cold-pressed juice will be the freshest available anywhere, mixed and served on-demand rather than being stored for days in a fridge or HPP'd to extend shelf life for 3 months. 

• goodsugar offers organic vegan cooked foods, hot soups, fresh salads, and baked goods (free of gluten and refined sugars).

Kollectiv is "an urban retreat center" that features an herbal pharmacy and spa. Several juice cafes have given this space a shot dating to 2015, including NatureEs and the Alchemist's Kitchen. Kollectiv resides in the retail portion of Jupiter 21, the residential building that rose in 2012-2013 on the property that once housed Mars Bar and several other businesses.

Antebi opened the very first Juice Press one block to the east on First Street near First Avenue in 2010. While that location has closed, there are more than two dozen in the city. Antebi, who also has a goodsugar book and podcast, left Juice Press in 2019. 

Hours for goodsugar: Tuesday through Sunday from 10 a.m. to 6 p.m. Find the menu here. 

The original Juice Press has closed

The very first Juice Press, which debuted at 70 E. First St. between First Avenue and Second Avenue in 2010, is now for rent.

The plant-based food and beverage brand, with more than 80 locations in seven states now, had its humble beginnings in the East Village. Before opening the First Street shop in 2010, JP founder Marcus Antebi put up signs announcing a Robot Daycare and NY Academy of Mime, among other things, coming soon.

This location has been closed since someone broke in and looted the space in early June.

JP recently launched the JP Organic Market online in response to the COVID-19 pandemic.

Juice Press annex for rent on 1st Street

[Photo from October 2015]

Going back to September 2015, the flagship Juice Press on First Street seemingly had dibs on the small retail space next door here between First Avenue and Second Avenue… The official JP signage/brandage eventually appeared.

The space sat empty for more than a year. Last fall, the space became a gym ... where we would see founder-CEO Marcus Antebi working out.

Anyway, to bring this storefront story to a close... that space is now for rent...



Previously on EV Grieve:
Juice Press is up to something on East 1st Street

East 1st Street Juice Press expansion looks official

The signage/brandage has arrived on the empty storefront adjacent to the flagship Juice Press on East First Street between First Avenue and Second Avenue…



Several weeks ago, handwritten messages began appearing on the front windows … including: "The East Village is the only hope I have left of being fucking cool. This store is the incubator for my next food concept. I hope I don't fail" along with the Juice Press hashtag.

The Juice Press empire — now 25-plus strong — opened its first location here in April 2010.

Previously on EV Grieve:
Juice Press is up to something on East 1st Street

Juice Press is up to something on East 1st Street

There are some new messages on the windows of the empty boutique next to the flagship Juice Press … here on East First Street between First Avenue and Second Avenue…

The writing on the door reads…



"The East Village is the only hope I have left of being fucking cool. This store is the incubator for my next food concept. I hope I don't fail."

And!



Not sure what any of this is supposed to mean. Before opening the East First Street shop in 2010, JP founder Marcus Antebi put up signs announcing a Robot Daycare and NY Academy of Mime, among other things, coming soon.

Perhaps this space will serve as JP's test kitchen. They lost that space when JP closed the location on East 10th Street near Avenue A in the spring after the landlord — Steve Croman — apparently continued to drag out repairs in the building.