Business & Tech

Organic Avenue Pop-up Returns to Southampton, Inside Theory

Hamptons health fanatics can purchase the company's cold-pressed juices, health shots and cleanses in Southampton Village.

Organic Avenue, the Manhattan-based juice and organic food company, has opened two summer pop-ups in East Hampton and Southampton in collaboration with clothing store Theory.

The company previously popped up in Southampton Village on Jobs Lane, but now it is inside Theory at Mainhampton Plaza — the corner of Main Street and Hampton Road.

Organic Avenue, known for its cold-pressed juices and health shots — like the Dragon’s Breath, consisting of cayenne pepper, lemon juice, ginger juice, alkaline water and coconut sugar — has been growing in popularity among health conscious New Yorkers since its founding in 2000.

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Organic Avenue says that their cold pressing process, utilizing a Norwalk juice press, better maintains the nutrient content of the original plant material. The Norwalk press, invented by Norman Walker in the 1930s, pulverizes produce into a pulp, while generating less heat than a traditional juicer, and then utilizes a hydraulic press to optimize the amount of juice removed from the produce.

In addition to juices, devotees also purchase cleanses — packaged juice fasts that function as part of a detox diet, consisting of a supply of juices, shots and some raw, organic foods like sesame falafel or kale salad to support a cleanse lasting anywhere from one to 31 days.

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According to Jessie Gould, the senior vice president of Organic Avenue’s retail division, “We wanted to make it convenient for our New York City customers to still have the juices they love readily available while they’re vacationing.” 

Though the Hamptons pop-ups will not serve the food component of the Organic Avenue menu, all juices and shots are available for purchase, and two different membership options are available for die-hard health fanatics. The Weekender offers members five juices and three shots a week for eight weekends for $400, while the Monthly offers 12 juices and eight shots a week for four weeks for $500.

According to Gould, the Hamptons is an ideal spot for Organic Avenue’s ongoing expansion, with the brand seeking to move beyond New York in the coming months and years. “The Hamptons is a relaxed atmosphere with a savvy, sophisticated clientele who are always looking for the best in all aspects for their lives,” Gould said. “When people walk in or think about Organic Avenue, we hope our impact is that they know they will achieve the highest level of health and wellness through our superior quality cold-pressed, vegan, organic juices.”

Special orders can be delivered Fridays to the East Hampton or Southampton locations. Call 212-358-0500.


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