It’s gotta be the juice is the new It’s gotta be the shoes. People (a lot of people) are heading to the grocery store and picking up a bottle of green juice that can run them more than ten bucks. The WSJ says that carrying a bottle of vegetable juice has become a status symbol. (I guess I’m old school. I still prefer carrying around a bushel of kale.)

+ “Some time ago, I visited a place where seemingly protective microbes occurred spontaneously. It wasn’t a spotless laboratory in some university somewhere. It was a manure-spattered cowshed in Indiana’s Amish country.” Moises Velasquez-Manoff searches for a cause, and maybe a cure, for the allergy epidemic.

+ Is your food allergy real? Food marketers don’t care.