01
No heat, at any stage
Pasteurisation is the cheap answer to shelf life. It is also what makes supermarket juice taste like a memory of fruit. We solved the same problem with pressure instead, and accepted the shorter life that comes with it.
04 — Story
We started bysaying no tothe easy version.
SQUEEZE has been pressing in Milano, IT since 2019. The recipe for growing faster has been on the table the whole time, and it has always been the same recipe: add heat, add water, add months.
Seven years, four moments
2019
A rented press, three nights a week
Squeeze started in the back of a fruit wholesaler in Lambrate, on a second-hand rack press, running between eleven at night and four in the morning because that was when the floor was free.
2021
The first refusal
A national chain offered a listing on the condition that we pasteurise and extend to six months. We said no, and spent the following eighteen months explaining that decision to people who thought it was madness.
2023
Tortona
We built our own floor — press, HPP chamber, cold room, and a window onto the street so you can watch the whole thing happen at seven in the morning.
2026
Four cities
Ninety-one stockists across Milano, Torino, Firenze and Roma. Still two growers. Still nothing added.
“We were asked topasteurise. We said no,and it cost us a year.”
What has notchanged.
These four have survived every conversation about growth we have had since 2019. They are the reason the business is smaller than it could be.
02
No water, no concentrate
A bottle of Verdant holds three point one kilograms of vegetables and nothing else. If a batch runs thin because the season was dry, it goes out thin. We do not adjust it back to a target.
03
Published numbers
Yield, rejection rate, press force, shelf life, distance from field. All of it is on this site because a claim you cannot check is just decoration.
04
Glass, returned
Every bottle is 350g of flint glass with a deposit on it. Bring six back to any stockist and the seventh is free. It is not a gesture — it is the cheapest packaging we could find that we did not have to apologise for.