Private equity fund First Beverage Ventures has purchased a minority stake in Project Juice, a combination packaged fresh juice operation and storefront. Project Juice, which uses high pressure processing for increased freshness and extended shelf life, sells its juices in its two storefronts, to retailers and via direct shipping to consumers. "We think getting in front of the consumer directly is a huge part of the whole purchase process. We value connecting with our customer -- you can create a loyal customer base once they’re part of the process," said Project Juice founder Greg Malsin.
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