Organic Avenue in New York City Receives USDA Organic Certification

Written by Max Goldberg on July 13, 2012. Follow Max on Twitter: @livingmaxwell.

When I found out the other day that New York City-based Organic Avenue became USDA certified organic, I got pretty excited. (Yes, these things seem to excite me.) But why was I so happy?

There are several reasons.

- As far as I know, there is no other company in the U.S. that sells unprocessed, unpasteurized, pressed juice that is USDA certified organic. So, this is the first of its kind.

Many other juice places say that their pressed juice is organic, or organic when available, but who really knows for sure.

With Organic Avenue, I never had those doubts but the certification will now give the general public the same level of confidence.

“The process Organic Avenue is dedicated to has always included pure, organic ingredients – no substitutions. While we’ve always adhered to the highest standards in what is now an almost-16,000-square-foot kitchen facility, our USDA organic certification is a further demonstration of our unwavering commitment to the environment, people and animals,” stated Denise Mari, founder of Organic Avenue.

- Given that Organic Avenue sells thousands of its juices on a daily basis in the New York City area, it means that more people will become familiar with the USDA organic seal and what it represents.

- As a supporter of the USDA National Organic Program, I am hopeful that more restaurants and pressed juice places will follow the lead of Organic Avenue and GustOrganics, New York City’s first certified organic restaurant, to get certified themselves.

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The company is now in the process of re-doing its labels and packaging, so expect to see the USDA seal on its juices, salads, and other products very soon.

This is a fantastic move by Organic Avenue and is a win for both consumers and the industry alike.

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8 Comments

  1. Hello Max,

    Exciting!

    Written by stephanie haughey on July 15, 2012 @ 1:42 am
  2. Hi Stephanie,

    Yes, it is a very, very positive development.

    Live well,
    Max

    Written by Max Goldberg on July 15, 2012 @ 8:25 pm
  3. Thanks for the info, I ADORE this place! When not at OA, what juicer do you recommend? Breville vs. Hurom Slow Juicer for example? Would love your insight thanks!

    Written by Rebecca on July 16, 2012 @ 9:59 am
  4. Hi Rebecca,

    Lots more to come on juicers soon. Breville is a good starter juicer (it is a centrifugal juicer, however, which means it oxidates rather quickly) and I have heard pretty good things about Hurom.

    I just love the Green Star. It makes amazing juice. There is a link to it on the bottom of this post. http://livingmaxwell.com/best-post-workout-drink

    Live well,
    Max

    Written by Max Goldberg on July 16, 2012 @ 5:25 pm
  5. Thanks Max! I have the Green Star elite in Paris, but it’s quite large and hard to clean, so we ended up getting the Omega Vert and I’ve only used it a few times, but it’s great and I highly recommend! Apparently it’s pretty much exactly the same as the Hurom, only this one has a 10 year warranty on all parts. I’ve heard great things about the Breville, but I feel that if you’re going to make the effort to juice, might as well get the most nutritional benefits. Looking forward to reading more of your juice posts! I am visiting NY/NJ for the summer and am trying to get my parents into juicing (not an easy task but I am determined! :) Love your site, let me know if you ever make it to Paris, I will give you the organic tour de France!

    Written by Rebecca on July 17, 2012 @ 8:55 pm
  6. Hi Rebecca,

    Nice to hear from you!! Yes, I am going to be updating my info on juicers. The Green Star might be too big and heavy for people but the quality of juice it makes is outstanding.

    Will definitely let you know if I go to Paris!

    Live well,
    Max

    Written by Max Goldberg on July 19, 2012 @ 2:11 pm
  7. Hi, Max —

    Color me a little skeptical. I want to believe that organic juice has “grown up” and I love the convenience. But I struggle to understand how these places can claim that they put “pounds” of organic produce into each (1) bottle, and make any money. It seems like something is off. Do you have any insight into this?

    Thanks,

    Todd

    Written by Todd on July 24, 2012 @ 11:05 am
  8. Hi Todd,

    The thing with these organic pressed juice places is that their revenue is very strong (because demand for this product is off the charts) but their margins are slim. While it is a hot, glamorous and sexy business, it is a difficult one. The operations have to be super, super tight.

    I don’t believe anything is “off” but you really have to trust that the owners are committed to organic because it is very easy to substitute conventional product when losses start adding up.

    Not only is Organic Avenue now USDA certified organic, but I know the founders and can vouch for their deep commitment to organic.

    Live well,
    Max

    Written by Max Goldberg on July 25, 2012 @ 9:23 am

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