Breville: juiced up growth

A film about a fat man juicing his way to health has propelled this kitchen appliance manufacturer to darling status. But while the growth is real, the expectations are not.

Fat Sick and Nearly Dead was a film featuring Australian Joe Cross, a portly businessman with a debilitating and longstanding illness. He’d tried everything to get well; everything that is, that came in the shape of a pill or packet.

What he hadn’t tried, at least with any success, were nutrient-rich vegetables and fruit. Fat Sick and Nearly Dead tells the story of his three-month trip across the United States, living on a diet of juice alone.

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