• Email Us

    Thanks!

    Thank You. Message Sent.

    Required fields not completed correctly.

  • Cart

HPP… What It Is and Why You Should Care

HPP… What It Is and Why You Should Care

What it is.

HPP is a form of pasteurization that utilizes high pressure to reduce the microbial content (even the probiotics) in juice.  ALL juice wholesaled to gyms, spas and grocery stores are required to be pasteurized – including cold-pressed juice.  “Raw” cold-pressed juice that has been HPP processed is not allowed to be referred to as fresh.  Look for the fresh stuff!

Why we don’t HPP.

At ZULA, we’re passionate about the (true) juicing lifestyle – drinking juice for the health benefits.  Juice that is fresh, raw and pressed from organic produce will be more nutrient dense.  Pasteurization heats juice (yuk!) and though experts report HPP retains nutrients, the extension of a juice’s shelf-life beyond three days drastically affects the nutritional value of the juice as many of the nutrients are not shelf stable.  Antioxidant, enzyme and vitamin content degrade as juice is allowed to sit.  The result of purchasing high-pressure processed juice?  Paying a premium for juice that may or may not be organic… and certainly isn’t fresh.  We’re just not all about it.

What you need to know.

HPP does not preserve or “lock-in” the nutrients. Though some companies are marketing HPP as the current trendy alternative to pasteurization, the bottom line is that this juice isn’t fresh and is not going to be as nutrient dense as fresh, unprocessed juice. The FDA doesn’t require companies to tell you they utilize HPP and all wholesaled cold-pressed juice is required to be pasteurized.

Who uses HPP?

Juice So Good, Starbucks’ brand – Evolution Fresh, Suja, Blueprint Cleanse, Forager Project, and many others HPP their juice.  Know that there are many juice bars (including the ones mentioned) that utilize HPP.

Why we wrote this article.

A lot of people are drinking cold-pressed juice for health reasons believing that all cold-pressed juice is the same. Though HPP retains some (but not all) of the nutrients, nutrients are not preserved or “locked-in” and degrade quickly as they do in fresh juice. Furthermore, high pressure creates heat and changes to enzyme and protein structure.

When drinking juice for cleansing, cold-pressed juice is the gold standard when the juice is fresh, organic and consumed within 5 days of being pressed.

MYTH: If the juice isn’t labeled “HPP,” the company didn’t high pressure process their juice.

TRUTH: Manufacturers and juice bars are not required by the FDA to tell you they utilize HPP.  Bottled juices wholesaled to grocery stores (and gyms) are pasteurized via HPP.  You should also know that even certain juice bars are choosing HPP to extend the shelf-life of their juices.  Don’t assume the juice you’re purchasing is fresh.

MYTH: If a juice is cold-pressed, it’s fresh and unprocessed.

TRUTH: Just because a juice is cold-pressed, it doesn’t mean it’s fresh.  Cold-pressing is an exceptional method of extracting juice from fruits and vegetables to retain more of the phytonutrients, vitamins and enzymes (for a certain amount of time).  Many juices are cold-pressed, pasteurized (via HPP or heat) and sold in the market for a month+.  In our opinion, it’s pointless to consume (and pay for) cold-press juice unless it’s fresh (and organic!).

MYTH: Juice purchased from a juice bar is always fresh.

TRUTH: Juice bars including the ones previously mentioned and others offering bottled juices may utilize HPP. (See “Who uses HPP” above)

MYTH: Juice labeled as “raw” and/or “unpasteurized” must be fresh and unprocessed.

TRUTH: This may or may not be true (read previous myths).  Companies that utilize HPP can market their juice as raw since the processing method didn’t include heat.  (See “Why raw foodies should care” below.  They are, however, allowed to claim the juice is unpasteurized.

MYTH: The nutrition label is a clear reflection of the vitamin content.

TRUTH: Vitamin content for the nutrition label was determined shortly after the juice was extracted.  After a week (and especially after three!), nutrients degrade at which time the label is no longer an accurate reflection of the vitamin content.

Why raw foodies should care.

Most of the people we’ve met who consume a diet rich in raw foods are doing so to gain the benefits of raw, unprocessed and unheated foods.  Juice that has been processed and allowed to sit on the shelf for three+ weeks no longer contain the nutrients that fresh, cold-pressed juice offers.

Classic Cleanse - 6 Juices/dayJuice and Cleanse Giftcards

HPP Quote

Leave a Reply

Your email address will not be published. Required fields are marked *

*