It’s Saturday morning at Grand Central Market, and as usual it’s bustling with activity. Throngs of people mill about the booths, perusing the goods behind the counter of each stall, and at the tables you’ll see families cram together for breakfast. To the uninitiated, navigating the crowd may feel a little overwhelming, but things become much more manageable when you’re looking to start your morning off with a liquid dose of health. Make a beeline toward the Broadway side of the market and look for the little juice stall with the neon sign.
Not to be confused with the Pressed Juicery franchise, Press Brothers Juicery is the family-run operation of two brothers from Abilene, Kansas, who grew up with a passion for raw juice.
“Our mother was an avid juicer growing up,” said co-owner JD Jones, a former mortgage broker and salt of the earth type guy. “We’ve always had that in our life — trading recipes, juicing. I was ready to start a new journey, and my friends suggested doing this with my brother, so that’s what we did.”
With just a cart and a cooler in tow, the brothers started out slinging juice around town, traveling salesmen-style, first at local farmer’s markets, then at Eggslut, back when it was still a single truck in the Arts District. Eventually, Grand Central Market noticed how well the pairing of coffee, juice, and breakfast went, and so they offered the Jones brothers a coveted spot at the market.
The day starts as early as 3 a.m. in an off-site commercial kitchen. The facility is completely USDA-certified organic, which means that everything, from the produce to the vegetable wash, has been officially sanctioned by organic certifiers. Fruits and veggies are cold-pressed into juice daily, then shipped off to the market by 7 a.m. From open to close, a steady flow of customers stop by for juice, smoothies, popsicles, and wheatgrass shots.
With cold press, you’re taking out the pulp of the juice and giving your body a break — detoxifying it,” said Jones. He explains that every juice was designed to provide a particular health benefit to the customer. For instance, Drop Acid is an elaborate concoction made of apple, cucumber, celery, parsley, lemon, arugula, habanero, cilantro, and ginger, and it alkalizes and decreases the acidity of the body’s environment. For those new to juicing, Jones recommends starting with the sweeter selections, like the fruity, mint-infused Liquid Gold, and working your way up to the greener drinks.
With new juiceries popping up left and right in LA, it may feel as if we’ve reached peak juice. Still, Jones firmly believes that the trend is here to stay, and he could be right — after all, the Beverly Hills Juice Club has been in business since 1975. With no signs of slowing down, the Jones brothers are gearing up for expansion.
Written by Sophie He
Photographed by Rebekah Lemire