Re: Who actually thought this was a good idea?
The founders presumably thought this was a good idea. The investors may have initially thought the same.
But... California. It seems to be outdoing Florida for sharks and suckers. And they have something in common, like producing a good chunk of America's fresh fruit & veg. Ok, so some growers are diversifying due to realising exporting water isn't necessarily sustainable. But this seems an awfully complicated and ungreen way to get food to consumers. Unlike the good'ol bottle, recycling the packaging is going to be costly, and offset any time saved cleaning a cheaper juicer if you have to wash out the juice bag. And if there's no preservatives, there'll be more waste.. Or mess if they start fermenting and leak.
But most of that stuff isn't the producer's cost, they socialise that. Flogging less than a pound of fruit or veg for $5-10 is all they're interested in.