David Feinberg Troublemaker at PURE Juicer
The 2-stage cold press juicer category had no serious advancements in the last 50 years. The category was dominated by a manufacturer that built a 2-stage cold press juicer which was held together with wing nuts. The design of the feed tube was such that when you put a carrot into it to grind it up, a large portion of the carrot got sprayed up onto your ceiling. Under the pressure of it’s own engine, the structure of the juicer itself began shifting and groaning.
Then David Feinberg came along.
In the podcast, when I mention to David that the PURE Juicer squeezes everything out of the ground pulp, leaving a very dry “puck,” he told me they’re experimenting with even finer grinding to get 5% to 10% more juice and enzymes out. David is definitely not done innovating.
As you’ll hear later in the podcast, all the improvements he’s made are not random. He’s well aware of the concept of a mature product. At some point David will declare the PURE Juicer mature and then will make one last improvement: He’ll lower the price so more people can have the highest quality juice in their lives.
Are all troublemakers risk takers?
David Feinberg is definitely a troublemaker. He shook up the entrenched competitor in the market so much that they re-designed several parts of their juicer… in a hurry. But listening to this podcast, you’ll realize how unpretentious, humble, and trusting he is. He’s definitely not a Type A.