It was raining in Reykjavik when we landed, and in June, spring notwithstanding, it was cold. We had been up at 4am to catch the morning flight to Reykyjavik, and quickly past customs (we were the only non-EU passport holders) our priority was to get a hot meal and drink. A large, brightly lit signboard read &lsquoJoe and the Juice&rsquo and I went out to the counter to inspect what was on offer. I was greeted by mounds of fruits and vegetables&mdashapples, bananas, pineapples, of course, but also carrots, tomatoes, peas, avocado, celery, kale, mint, broccoli, spinach, ginger and turmeric&mdashnext to a giant mixer, waiting to be turned into smoothies. And half a dozen people queuing up indicated there was no dearth of takers.




