We are truly living in the #AllDigitalEverything era and new technology is at our fingertips (literally) at all times. But while we embrace all the advances to make our lives easier and pat ourselves on the backs for being such progressive beings, there are still a lot of advances in science and technology we don’t take advantage of, especially when it comes to the food we eat. In this arena, old ways of doing things are often hard to let go of.
For example, pasteurization. More than 150 years ago, a French scientist named Louis Pasteur (get it?) discovered that by boiling liquids, you could kill bacteria present in them, thus making them safer to consume when cooled. This technique of heat pasteurization eventually became the standard for making beverages safer and shelf stable. Without a step like this, people could get sick and (on rare occasion) even die, from food contamination. But there is a significant downside to using heat for safety: By reaching the high temperatures needed for any type of heat pasteurization, you don’t just kill the bacteria, you also destroy a lot of natural vitamins and minerals, and much of the macronutrient functions are compromised.
When beverage companies saw the opportunity to mass-pasteurize and grow sales of juice more than 20 years ago, they seized it and began marketing these heat pasteurized products to us with the notion that it was equivalent to eating fruits and vegetables (example: ”I could have had a V8…!”). But unfortunately, this couldn't be farther from the truth. Not only were these juices heat pasteurized, they lacked fiber (one of the most important things in your diet), and often have additives or preservative, such as sugar or sodium. But of course, juice sales skyrocketed with these successful marketing techniques and STILL TODAY, more than 90% of the juices sold on the mass retail market today still use heat pasteurization, telling you that you are getting something better when you are not. (Apologies if we just revealed that the hundreds, if not thousands, of dollars you may have been spending on your favorite juice brand has been more of expensive hydration rather than delivering a nutritious ‘garden of eden’).
But guess what! There is a better option on grocery store shelves that are safe and still contain important nutrients that are still intact. For the last five years or so, some food and juice companies have started using new cold pasteurization technique called high pressure processing, or HPP. Please don’t confuse this with cold-pressed, which is just a technique for extracting liquid from a fruit or vegetable (cold-pressed or pressing sounds cool, but it’s not a safety step at all).
HPP is now a globally utilized process that provides food safety and extends shelf life without the damaging effects of heat or chemicals. Since 2014, Chuice has been part of the HPP revolution, following in the footsteps of trailblazing juice companies like BluePrint Cleanse, Suja, and Evolution Fresh. There are numerous others who have joined this group and helped introduce consumers to more farm fresh benefits of phytonutrients (plant chemicals) that are good for our bodies. But Chuice likes to take the nutrition to another level, introducing more of a chewable “whole food” in a bottle, balanced with fiber (link to Dr. Sharma blog) and a wider variety of micronutrients.
Bottom line, if you are buying a bottled juice from the grocery store that isn’t made freshly in front of you, or doesn’t say HPP on the label, then you are buying something that almost definitely uses heat pasteurization, even if they don’t specifically say it. Our advice: Stay hydrated, make healthy decisions, read labels, and when possible, get out of the dark ages and choose your fuel better...stay out of the heat!
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