“So I was curious to read a lengthy article in Tuesday’s Wall Street Journal, “How Much for Salad in a Bottle?”, about the new “raw” juices that have appeared. Most of the article was about how carrying around the new juices has become a status symbol. It also marveled that such an expensive product has grown significantly in popularity, and attractiveness to the big food companies. The important stuff, right? One of the companies, BluePrint, was quoted saying it had $20 million sales last year, and was acquired by Hain Celestial Group. Another, Evolution Fresh, was acquired by Starbucks Coffee Co. for $30 million.
In fact, the article never got to the regulatory part I was wondering about. But there was a paragraph near the end of the article that caught my eye. “To extend shelf life, some companies, including Suja, BluePrint, and Evolution Fresh, have turned to a process often called High Pressure Processing (HPP), which inactivates most microorganisms (emphasis added) while retaining natural freshness. HPP, also used to preserve guacamole and ready-to-eat meats, subject the food to intense pressure of thousands of pounds a square inch.”
So now I had an explanation for why the store’s mass-bottled juice tasted different from mine. (I now realize I’ve had the HPP-treated guacamole, and it never tasted quite right, either.)
The next paragraph made mention of a federal court suit filed last month against Hain, noting that the suit alleges HPP “destroys some probiotics and enzymes,” and contending that the company’s claim the juice is “raw” amounts to false advertising. Rather than standing up for the integrity of its product, Hain declined comment. Not very inspiring….”