Goodnature

What Goodnature does

Goodnature is a 100% family-owned manufacturer of commercial cold-press juicing equipment, headquartered and produced in Buffalo, New York, founded in 1976 by Dale Wettlaufer. The company designs and builds hydraulic press systems (the M-1, X-1, X-6, Maximizer, and the 2024-launched Hummingbird) that extract juice without heat to preserve nutrients and enzymes, with throughput ranging from 30–60 bottles/hour (Hummingbird) up to 1,500 gallons/hour (Maximizer). Core technology is protected by multiple US utility and design patents covering the M-1 and X-1 architectures.

The business model is hardware-led: one-time equipment sales priced from $2,995 (Hummingbird) to $25,900+ (X-1, with X-6 and Maximizer quote-based), supplemented by replacement parts and press bags sold via shop.goodnature.com, plus higher-margin revenue streams including juice business consulting, the Juicing Companion book, School of Juice live training, and online courses. Distribution combines direct e-commerce for smaller equipment, direct quote-based sales for enterprise, and authorized importers in Japan (Oizumi Kojo Inc.) and Australia (Zummo Juicers Pty Ltd), reaching customers in over 80 countries.

The customer base spans independent juice bars, grocery chains (Cub Foods), restaurants, premium wellness brands (Moon Juice, Erewhon, Pure Green, Suja), and major cider producers (Martinelli's, Beak & Skiff, Virtue Cider), with documented 25+ year equipment lifecycles anchoring a long-tail replacement and consumables revenue stream. Marketing is content- and community-driven through a weekly podcast, knowledgebase, recipes, blog, and active social channels.

Name

Goodnature

Legal name

Goodnature Products, Inc.

Website

https://goodnature.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Goodnature is a family-owned Buffalo, NY manufacturer of commercial cold-press hydraulic juicing equipment, founded in 1976. It sells patented press systems, parts, consulting, and education to juice bars, grocery chains, restaurants, and cider producers across 80+ countries.

Ownership category

akta.pro rank

Product category

Commercial Foodservice Equipment

NAICS

Commercial and Service Industry Machinery Manufacturing (33331), Measuring, Dispensing, and Other Pumping Equipment Manufacturing (333914)

SIC

Pumps & Pumping Equipment (3561)

akta.pro primary industry

Filling & Dosing Machines (Liquid/Powder/Solid) (IMAHAOAF)

akta.pro secondary industry

Dispensing & Pump Systems (Pumps, Sprayers, Misters, Droppers) (IMALAJAB)

Keywords

• Commercial juicing equipment
• Cold-press juicers
• Hydraulic juice presses
• Cider press machinery
• Commercial food equipment

Headquarters

HQ city

Buffalo

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Commercial Juice Equipment Sales: Sale of commercial cold-press juicers including Hummingbird ($2,995), X-1 ($25,900), X-6, and Maximizer. One-time hardware purchase with 12-month warranty.
2. Parts and Accessories: Replacement parts, press bags, press racks, grinder components, and accessories sold through online shop.
3. Juice Business Consulting: Expert consulting services for juice bars, wellness cafes, and grocery markets. Includes menu development, operations setup, and business scaling.
4. Juicing Books and Publications: Sale of 'The Juicing Companion' book at $39.99, written by chef and juice business consultant Ari Sexner. Includes recipe ideas and ingredient pairing guidance.
5. Online Courses and Education: School of Juice live training and online courses through learn.goodnature.com for juicing education.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Goodnature manufactures and sells commercial cold-press juicing equipment using proprietary hydraulic pressure technology, ranging from entry-level (Hummingbird, 30-60 bottles/hr at $2,995) through industrial-scale (Maximizer, up to 1,500 gal/hr). The company also sells replacement parts and press bags, provides juice business consulting, and offers juicing education through the School of Juice, online courses, and The Juicing Companion book.

Product overview

Goodnature is a 100% family-owned company (since 1976) that manufactures commercial cold press juicing equipment. The product portfolio consists of four main commercial juicer models (Hummingbird, X-1, X-6, Maximizer) plus the M-1, ranging from entry-level (30-60 bottles/hr) to industrial-scale (1,500 gallons/hr) production capacity. The company also offers supporting products including replacement parts and press bags, business consulting services, the Juicing Companion recipe book, and educational programs through School of Juice and an online learning platform. Goodnature Radio is their weekly podcast for the juicing community. All commercial juicer products are protected by U.S. patents.

Differentiator

Problem solved

Functional benefit

Products and services

• Hummingbird Commercial Cold-Press Juicer Entry-level commercial cold press juicer priced at $2,995 with capacity of 30-60 bottles/hr, designed for bulk juicing at small commercial operations such as juice bars and wellness cafes.
• X-1 Commercial Cold-Press Juicer Flagship commercial cold press juicer priced at $25,900 with capacity of 50-300 bottles/hr, backed by patented technology and a 12-month warranty, targeted at mid-range commercial juice operations.
• X-6 Commercial Cold-Press Press Large commercial cold press juicer with capacity up to 100 gallons/hr, designed for high-volume juice operations and enterprise customers, priced by quote.
• Maximizer Industrial Cold-Press System Industrial-scale cold press juicing system with capacity up to 1,500 gallons/hr, designed for major commercial and industrial juice production operations, priced by quote.
• Parts and Bags (Replacement Parts and Accessories) Replacement parts, press bags, press racks, grinder components, and accessories sold through the online shop for Goodnature commercial juicers.
• Juice Business Consulting Expert consulting services for juice bars, wellness cafes, grocery markets, and wholesale juice businesses, covering menu development, operations setup, and business scaling, with free 30-minute consultation entry point.
• The Juicing Companion Book Full-color, hardcover, 158-page recipe and idea book authored by chef and juice business consultant Ari Sexner, organized alphabetically by ingredient with flavor pairings, nutritional information, and recipe ideas, priced at $39.99 with free US shipping.
• School of Juice and Online Courses Educational offering including live training (School of Juice Live) and self-paced online courses via learn.goodnature.com covering juicing techniques and juice business development for juicing professionals and entrepreneurs.

Quantifiable outcome

• Up to 60% reduction in labor costs per bottle (from $1.86 to $0.75)
• +5 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• Oizumi Kojo Inc.coreChannel Partner/ Reseller/ DistributorAuthorized importer and distributor for Japan. Located in Kawaguchi, Saitama. Provides customer service, equipment demonstrations, equipment sales and importing services for Goodnature products in the Japanese market.
• Zummo Juicers Pty LtdcoreChannel Partner/ Reseller/ DistributorAuthorized importer and distributor for Australia. Located in Wacol, Queensland. Provides customer service, equipment demonstrations, equipment sales and importing services for Goodnature products in the Australian market.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Norwalk Juicers: Norwalk is a direct competitor in commercial cold-press juicing equipment. Goodnature's own data explicitly references Norwalk as a benchmark, claiming 20% higher juice yields versus Norwalk presses. Both target juice bars, health enthusiasts, and commercial operators with two-step press systems.
• Nutrifaster: Nutrifaster is a direct competitor in commercial juicing equipment, also referenced in Goodnature's data as a comparison point (Goodnature claims 30% higher output). Both serve high-volume juice bar and grocery operations with continuous-feed juicing systems.
• Zummo Juicers: Zummo is both a direct competitor in commercial juicing equipment and Goodnature's authorized Australian importer. The two companies compete in the same category with overlapping customer bases in foodservice and grocery, while Zummo also distributes Goodnature products in Australia.

Broad incumbents

• JBT Corporation: JBT is a large industrial food processing equipment manufacturer that offers juice extraction, processing, and packaging solutions for the beverage industry. As a Broad Incumbent, JBT operates at a much larger scale than Goodnature and serves CPG beverage manufacturers, complementing rather than directly competing in Goodnature's juice bar and small grocer niche.
• Bucher Vaslin: Bucher Vaslin is a major manufacturer of fruit and grape processing equipment, including presses used in cider, wine, and juice production. Comparable to Goodnature's cider press heritage and apple juice focus, but at industrial scale and broader in application (wine, cider, juice, distillery markets).
• Hamilton Beach Commercial: Hamilton Beach Commercial produces a broad range of foodservice equipment including commercial juicers. As a Broad Incumbent in foodservice, it competes in the entry-level commercial juicing segment that overlaps with Goodnature's Hummingbird entry-level product.
• Krones AG: Krones is a global leader in beverage and packaging equipment, including juice processing and bottling systems. As a Broad Incumbent, Krones operates at industrial scale and serves the CPG bottling market, overlapping with Goodnature's Maximizer industrial-scale target segment.
• Enodis / Welbilt: Welbilt (formerly Enodis / Manitowoc Foodservice) is a major commercial foodservice equipment manufacturer whose brands (Frymaster, Garland, Lincoln, Merrychef) supply the restaurant industry. As a Broad Incumbent, Welbilt could plausibly enter or expand in commercial juicing, posing potential future competition for Goodnature's restaurant segment customers.

Emerging players

• Tribest: Tribest manufactures personal and small commercial juicers, including the Green Star and Champion lines. While smaller-scale than Goodnature's commercial focus, Tribest competes in the fresh juice category and is sometimes used in smaller juice bars.
• Vita-Mix Corporation (Vitamix): Vitamix is a major commercial blending equipment brand that, while focused on blenders rather than cold-press juicers, increasingly overlaps in the cold-pressed juice and smoothie bar market. Many of Goodnature's juice bar customers may also use Vitamix equipment, making them adjacent competitors for the same customer's equipment budget.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/goodnaturepro
• Facebookfacebook.com/goodnaturepro
• Instagraminstagram.com/goodnaturepro
• Xx.com/goodnaturepro

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goodnature