PURE Juicer’s Founder and CEO, David Feinberg, gives us a behind-the-scenes look at what makes our cold press juicer the best on the market.

When we originally published the Under the Hood video in 2021, we wanted to share how the PURE is constructed from food-grade stainless steel, and what sets it apart. We wanted to show the care and intention put into every part. We wanted to show what makes the PURE Juicer the best juicer in the world. Today, we wanted to revisit this video and dive a little deeper. Let’s get started.

The PURE’s food contact parts are all custom-made for PURE using the finest material, food-grade stainless steel. This makes the PURE both beautiful and easy to clean. The  stainless parts and all are dishwasher-safe. I’m always impressed at how bright and shiny they are after a cleaning cycle in the dishwasher. Simply reassemble the PURE and you’re ready to make more juice.

The Press and Pressure Really Matter

The PURE Juicer is unique among all other juicers. It is THE only juicer that has an external press. With a press designed this way, the juice quality and yield are maximized. While every brand wants to say they make cold-pressed juice, the PURE is the only juicer with a standalone 2.5-ton press! This is why PURE Juicer can say, “The PURE juicer is the only juicer that makes true cold-pressed juice!

The motor for the PURE had a number of unusual requirements. Not all ½ HP motors are the same. We developed the PURE motor specifically as a motor for a two-stage true cold-press juicer. Richard says, “electric motor design is well understood”, this means we were able to custom design the ideal motor for the PURE Juicer.

1. The power of a motor is defined by locked rotor torque, this is the torque the motor develops when it starts at rest or zero speed. Sometimes people load the feed chute prior to starting the machine. This is where locked rotor torque comes into play. Through proper specification we were able to engineer the best possible motor for the PURE.
2. Duty cycle rating 1.0, this means the motor is rated for continuous use, it never needs to ‘rest’. Most juicers are rated 0.5, this means they can be run for ½ hour and then they require a ½ hour timeout to cool down to prevent permanent damage from occurring.
3. Thermal protection is built-in to the PURE. Should the PURE motor overheat, it will turn itself off and not restart until it cools off, or about a ½ hour. This feature works, we have seen zero motor failures due to overheating. Plus the thermal protection rarely kicks in and when it does it protects the motor from damage.
4. #316 stainless steel dual output motor shaft. #316 stainless steel is the most corrosion resistant stainless steel alloy that is commonly available, it is also super tough and durable. Dual output means the motor shaft sticks out both ends of the motor. On the front, to mount the cutter; on the back, to carry the pulley that drives the hydraulic pump. If you have ever wondered why the cutter cannot be turned off during pressing, it is because the motor needs to run to drive the hydraulic pump that powers the press.
5. Shorter front to back length than a normal motor. To maintain PURE’s aesthetics we required a shorter than standard motor to fit inside the PURE. We accomplished this by substituting a more expensive electric starter to replace the conventional centrifugal switch. To explain this, I need to get a little techy. All motors have a start, a winding, and a run winding. The start winding has the power (locked rotor torque) to start a stationary motor (just like the starter motor is momentarily engaged to starto your car), but once the motor is spinning it needs to switch to the run windings for continuous operation.
6. Dual voltage design, this means it can be switched from 120V to 240V at the flip of a switch. This allows PURE owners the freedom to take their juicer with them if they move from country to country. It also allows PURE to make one machine that can be used anywhere in the world.

The hydraulic actuator also had a number of unusual requirements. PURE’s main goal was to have the largest press chamber possible to allow the largest juice yield per press cycle, plus easy loading and unloading of the hydraulic press.

1. To do this, we needed the shortest actuator with the longest possible stroke. This meant that we could not purchase a ready made actuator, we needed to design one to fit inside the PURE. To do this, we created unique tooling to die-cast the actuator reservoir.
2. Also important is having the room to place and remove pulp packs. By utilizing a single side-post (versus two-corner posts) we were able to maximize the work envelope

Between the 110mm height in the press chamber and by utilizing a single side-post design we were able to maximize the press chamber accessibility and room to fit up to three pulp packs in the press chamber. With this design it is possible to squeeze 28 oz with a single squeeze!

It’s impossible to discuss the motor and the actuator without also describing the chassis. The PURE chassis has to be strong enough to withstand repeated use for years and years. We have tested the chassis up to 10,000lb/force (five tons), or 200% of the actual load and have had almost no failures (0.05%).

We are always in the process of refining the PURE’s design. We continue to make small adjustments for improved aesthetics and increased robustness. Over time, we have added sound softening, tightened up the sheet metal seams, added an o-ring to better retain the cutter, modified the chassis alloy to lighten the juicer, added a clip to the back of the juice tray to better retain it, stiffened the walls of the juice tray to prevent bowing. Reinforced the guide rail. There’s always room for improvement and we are always looking for ways to improve the juicing experience.

Enough shop talk. Below is why it matters.

What Does “Cold Press Juicer” Mean?

Per the Cambridge Dictionary, “Cold-pressed oils or juices are made from fruit, seeds, nuts, or vegetables that have been pressed without using heat, to remove the oil or juice from them.” Cold pressing was developed long ago as the best way to press olives to extract the oil. This same process is relevant today and is the best time-proven way to make juice.

Health Matters

What are your health goals? If you are like me and believe that the food we eat and the juice we drink can transform our lives then it makes sense to invest in our health. By using the finest ingredients with a true cold-press juicer designed to maximize the quality, yield, and taste of the juice, you are setting yourself up for success!

Be Kind to the Planet with the Most Efficient Juicer

All produce is expensive so let’s be efficient and get the most from it. The PURE Juicer averages a 66% yield. For every 3lbs of produce you can expect to average 1 quart (32 oz) of juice. Your mileage will vary, with watermelon you can expect more and with leafy greens a little less. Every juicer comes with a Periodic Table of Juicing. On the PToJ we provide the yield percentages with these you can plan your shopping list to get just what you need.

Highest Juice Yield on the Market

The PURE Juicer’s juice yields are 30-50% higher than centrifugal juicers and masticating juicers and you can plan on making 1-½ – 2 gallons per hour (2 gallons = 256 ounces or 7.57 Liters). Over time the increased efficiency of the PURE  (more juicer per pressing) will pay for itself. On first getting their new PURE, many customers take the PURE challenge and squeeze the pulp from their old juicer just to see how much juice is in the damp pulp. To a person, they are all shocked at how much juice is in the wet pulp.

The Most Delicious Juice = The Most Nutritious Juice

When you juice with the PURE Juicer, you are drinking the finest juice with the most health benefits. At PURE we are all about data. We have verified with lab testing, Household Juice Extractor Comparison, and Optimization, that PURE juice, true cold-pressed juice, is the best juice there is.

Raw, cold-pressed juice, squeezed in a press, has the most nutrients, enzymes, minerals, and phytonutrients of any juice.

Personal Results

Anecdotally, we have seen how the best juice not only offers the most health benefits, but can also attest that PURE juice stays fresh the longest. The PURE team doesn’t just sell juicers; we juice with them ourselves!

For many of our customers, this was not their first juicer, but they share with us they have decided it will be their last.

Invest in Your Family’s Health

The juicer you choose is an investment in your family’s health. While the upfront cost of a PURE is high, we know it is offset by the health benefits and the increased juice yield.

Our 30-day return policy and 12-year warranty is also an assurance of our confidence you will love the juicer and its longevity.

When you incorporate juice into a healthy lifestyle and amortize the benefits over time, the PURE will provide the most health benefits and the highest yields of any juicer.

David Feinberg
Founder | CEO
PURE Juicer

Medical Disclaimer

PURE Juicer is a juicing company. We are not doctors or medical experts. All content and information on this blog and website is for informational and educational purposes only, does not constitute medical advice, and does not establish any patient-client relationship by using this website.

Although we strive to provide accurate general information, the information presented here is not a substitute for professional advice. You should not rely solely on this information. Always consult a professional in your area for your health questions and concerns before making any professional, legal, medical, financial, or tax-related decisions.

Get a behind-the-scenes look at the artisan-crafted, small-batch production of the PURE Juicer from PURE’s founder, David Feinberg.

The Search for Superior Quality

Next time you’re shopping or in your home, look around: how many custom, bespoke products do you see? Chances are, they are few and far between.

Yet, artisanal products are my favorite kind. Crafted with precision and care. Bench built. Handmade. Designed to last.

This is why the team at PURE Juicer is committed to utilizing small-batch production when building our superior quality juicers. While most everything we own these days is mass produced (a process that saves both companies and consumers money), our team understands the value of the time and energy it takes to craft a quality product.

We Live in a Culture of Poor Quality Goods

We live in a consumer culture. This has brought many benefits; it has made the greatest number of products affordably and available to the most people. There are downsides, however: mass production produces enormous waste, at a huge cost to the environment. Consumers get good prices, but then expect things to always be cheap. We do get what we pay for.

A Juicer that Pays for Itself

For perspective, one all-plastic juicer costs $550, and weighs 12 lbs. This equals $46 per pound. The 70lb PURE Juicer with its all-metal construction comes out to be $30 per pound. The PURE may seem expensive at face value, but relatively speaking, our all-metal PURE is 50% less expensive than an all plastic juicer. Ask yourself, who’s making bank, us or them?

The best part is that once the initial cost for the PURE is covered, the savings begin. The PURE Juicer will save a consumer money in the long run: higher juice yields, less wasted produce, and longer life. Honestly, the PURE Juice pays for itself over time.

Plus, no other juicer can be re-sold for as high a percent of the as-new price.

Behind the Scenes at PURE Juicer

Each Part Has a Story

PURE Juicer parts are made to our exacting specifications and require us to purchase custom tools to produce them economically.

• We specify six custom lost wax cast parts made by pouring molten stainless steel into a ceramic coated and wax mold.
• Our motor is custom made to PURE’s torque specification and is fitted with a 316 stainless steel drive shaft.
• To save weight, the frame (chassis) is diecast from alloy aluminum.

Every part has a story and PURE has a personal relationship with every vendor who makes parts for us.

The Die Process

Many specialized tools, called dies, are required to make just one PURE Juicer. Once out of the die, the parts always have secondary processes like machining or polishing, or both.

The PURE juice tray is bent from a flat sheet that progresses through a series of forming dies that press the flat sheet (top) into a three dimensional part (middle left), a second die trims the excess (middle right), the tray is then is polished and laser etched (bottom).

The Lost Wax Casting Process

PURE Juicer’s cutter, press plate, and feed chute are made using a process called lost wax casting. This starts with a wax positive that is identical to the finished stainless steel part.

The wax is dipped three times into a ceramic slurry and allowed to dry for 30 days. The ceramic is strong enough to hold molten metal, so when we pour in the liquid steel, the wax melts and is replaced with stainless steel. This is how the as-cast part is formed.

This replacing of the wax with steel is why the process is named, “lost wax casting.” In modern terms we also call this investment casting or ceramic shell casting.

Below, we can see the three stages of the lost wax casting process for a press plate.

The only exception to this part of the process is the sprue, which is like the branch of the tree; the cutters are like the leaves. This set up allows many parts to be cast at the same time (see below). The molten metal is poured into a funnel at the top and flows through to create many parts at once.

Raw Casting

To complete one cutter from raw casting to finished part, we must complete approximately 30 steps, including machining, drilling and tapping, boring, polishing and sharpening. Below is a raw cutter casting (left), and a finished and fully polished part (middle and right).

Feed chute and electric motor production. Machining motor shafts (left), machined and sanded, but not polished feed chute (middle), finished motors (right) ready for inspection.

Spoilers ahead, the PURE hydraulic actuator cut in half (left and middle and valve (right). The vendor was problem solving and there was a problem they could not locate in the CAD. So they decided to just cut one actuator in half!

Partnering with Problem-Solvers

Thankfully, there are people and companies willing to support our vision. When I asked our manufacturing partner why they chose to support this project, I was told they want people to have the opportunity to lead the healthiest lives possible. This support, and our community’s desire for the very best, has been crucial to PURE’s success.

A Commitment to Lowering Environmental Impact

PURE’s philosophy is to make products that last, ultimately reducing waste and protecting the earth’s resources. Much of the PURE Juicer is made from recyclable materials, and our long-term goal is to reach full recyclability. We’re not there yet, but we’re getting closer.

A Commitment to Compliance

Each PURE Juicer is inspected multiple times during the manufacturing process for compliance to all specifications. Once the parts are delivered, they are inspected, measured, and confirmed. We inspect every juicer for electrical safety, pressure, cosmetics, fit, and finish.

There’s a tool for everything. Below is a jig to correctly set the drive belt tension (top), a tool for measuring the cutter bore (middle), and the hydraulic pressure setting station (bottom).

Quality Assurance

To assure quality at PURE Juicer Seattle World Headquarters, we re-inspect a percent of all juicers prior to shipment to guarantee our quality standards are being properly maintained.

We have been building PURE Juicers since 2016 when we made our first production run. The below photos show some of the many steps as the parts are cast, machined, or formed. To make the PURE is not easy. We had to find manufacturers that were willing to work with us and accept small orders. Our first order was for only 200 juicers. To Apple, Tesla or GM, that’s barely a sample run. Our current runs would be the size of a test batch for a multinational company.

A Commitment to Innovation

We have never stopped innovating the design. Below are the prototypes for current juicing grid plates (left), and early production grids (right). Both have safe, smooth sides, but I wanted to increase the open-area for the coolest pulp and greatest pulp flow through the grids. I also saw a design opportunity to make the part more beautiful. Note how the 6mm, 8mm, 10mm and 12mm holes have been individually modified to fit each grid plate.

Superior quality doesn’t happen by accident; the PURE Juicer production process is one of continuous attention and refinement. Each and every part has to be carefully made and inspected before it goes into the juicer. I can confidently say that each and every PURE Juicer doesn’t just meet my standards or yours, it is qualified by PURE’s dedicated team who has been with us from the start and who know and maintain our standards.

When most people look at a finished product on a web page or store shelf, it’s impossible to see behind the curtain. Everything we own was touched by human hands during its production, and there are far more steps than most of us realize.

I’m proud to say that behind the scenes at PURE, there are people just like you and me: hard working, wonderful people with a commitment to quality craftsmanship and service.

Making the PURE Juicer has been one of my life’s great joys and great accomplishments. It has been a huge gift to make this machine available all over the world, to all of you.

Yet the greatest gift has not been making this amazing juicer. The greatest gift is witnessing how loving and caring humanity is. I have been privileged to meet so many of you on your health journey, and I have been supported by countless friends, family, vendors, companies and the incredible team at PURE Juicer, who every day, make PURE possible.

Thank you,

DavidF
Founder | CEO