Hey, most of the time, we are all about love here at The Cold Pressed Juicery. But there are a few things that we just can’t abide: single-use plastic, environmentally unfriendly farming practices and poor treatment of animals. Oh, and HPP of course.
But what is HPP, you may ask? HPP, or High Pressure Pascalisation, is a form of pasteurisation that utilises high pressure to reduce the microbial content in juice (this even wipes out all of the probiotics!). Though it can reduce potentially harmful pathogens lurking in the juice, it really just destroys all of the wonderful nutrients packed in there. Any cold-pressed juice that has been HPP processed is not allowed to be referred to as fresh, so keep your eyes peeled – or come straight to us, a source you trust!
While we certainly drink our cold-pressed juices because they’re incredibly delicious, we’re also passionate about drinking juice for the myriad health benefits it provides. The most delicious and nutritious juice you can get is juice that is fresh, raw and pressed from only organic produce. When juice is HPP processed, it is heated, thus drastically affecting the nutritional profile of the juice.
Many nutrients are not shelf stable, so extending the lifespan of a juice beyond three days will wipe out many of the benefits the juice would have afforded. Antioxidants, enzymes and vitamins degrade the longer a juice is allowed to sit, so you’re missing out on much of what makes juice so great. Some companies choose to lie to their customers, claiming that HPP preserves or locks in the nutrients, but this just isn’t true!
In order to HPP process juices, they need to be more acidic. That means that we’d have to change the formulation of many of our incredible juices that you love so much, just to further process them. No thank you! Additionally, juices that have been HPP processed do experience a flavour change over time, and it’s not a change for the better. The longer they sit (even if they’re still technically “good” to drink), the worse the juices taste.
So, all in all, there are many reasons to drink juice, but almost as many reasons to avoid HPP processed juices. They may still be cold-pressed, but they’re not raw, fresh and nutrient-dense. Now that you know all the juicy details, we’re confident you’ll choose wisely!