Why cold pressed juice?
It’s All About the Juice!
Our customers often tell us they get confused with the growing number of options on the market, and all of the competing claims about freshness, nutrition and manufacturing processes. In reality many juices claiming to be fresh or cold pressed are processed and pasteurized, and a lot of store bought juices are treated using unhealthy procedures in order to prolong shelf life. One of these methods is heat pasteurization which impairs the benefits of the vitamins and trace minerals present in the juice by breaking down the nutrients. Another process which diminishes the nutritional value of juice is known as HPP.
However, our cold pressed juices are not made to have a long shelf life, and therefore heat, high pressure and/or preservatives are not necessary!
Our cold pressed method also eliminates the rotating blades which create heat and break down the structure of the produce. Yes, we’re saying this again! Heat and intense pressure will negatively affect juice by disabling the vital enzymes found in fruits and vegetables.
At Howling Juice we take fresh, organic produce and feed it into a system carefully designed to yield the freshest, most nutritious raw juices. The system utilizes limited pressure to break down produce which is then filtered through a permeable mesh pouch. The system extracts liquid loaded with vitamins, leaving behind pulp that is virtually bone dry. This method uses no added heat, very limited pressure, and yields juice that contains more organic compounds, making the juice more powerful and effective.
So why settle for lifeless juice? Good news! You no longer have to!
And, if you’d like to learn a little more about Cold Pressed Juice, the various manufacturing methods, and the truth about what’s available on the market, we’ve created the following Q&A.
Understanding the Truth
Cold Pressed Juice vs. Myths and Clever Marketing
It’s no secret that more and more people are waking up to the amazing benefits of raw, fresh juices as an essential part of their diet. As demand keeps growing, so has the number of products on the market – and unfortunately the messaging and marketing around some of these products has become a misleading blur. Howling Juice is here to help you filter out the myths and understand the facts about juice.
Q: Heat Pasteurization? HPP? Raw? Fresh? What do all of the different terms mean?
The starting point in this conversation – the most important factor in the equation – is that heat and pressure reduce quality and diminish nutrition levels compared to fresh, raw juice. There is no denying this, although you will find various juice companies using glossy marketing or careful word choice to deflect customers away from the fact that they use a form of pasteurization to make their juices.
Q: What’s wrong with pasteurization? Doesn’t that kill germs?
Sure, in fact most juices typically found in grocery stores are heat pasteurized. That gives them a long shelf life, but it also breaks down the juice character, enzymes and nutrition value substantially.HP juice can be mass produced with enough time to get on the trucks and out to the stores, but it’s not doing much for your body – and let’s not even start talking about added sugar. The bottom line is that heat pasteurization yields the longest shelf life and the lowest nutritional value.
Q: What about HPP, is that better?
Is it better? A little. But make no mistake, HPP or “High Pressure Processing” is another form of pasteurization. HPP is a clever marketing term used in place of “cold pasteurization” for a process that applies immense pressure to pasteurize juice. Some companies use the HPP form of cold pasteurization, at the cost of nutritional value – again because it extends shelf life.
Q: How much pressure are we talking about with HPP?
This is the key to understanding HPP. Before we launched Howling Juice, we looked carefully at HPP systems. Why not adopt a process that gives longer shelf life and makes it easier to make profit? The loss of nutritional value was enough for us to look elsewhere, but what we learned about the pressure was truly shocking. The reality is that the massive hydraulic presses used to make HPP juice – including by some companies whose names you’d recognize – apply pressure as high as 90,000 to 120,000 PSI. That is 6 to 8 times the pressure of being at the bottom of the deepest part of the ocean being applied to every juice component during manufacture!
Q: How does Howling Juice make its Fresh Juices?
Every day at Howling Juice we strive to provide nutritious juices of the highest quality. Every single juice is made onsite with fresh ingredients that are locally sourced. We use a cold pressed juicing machine from Goodnature specifically designed to carefully limit the amount of pressure on the produce. As stated by the people at Goodnature: If we squeeze too fast, the finely ground particles will turn into mush and squeeze through the press bags like gravy, making the juice murky. If we take our time the juice will be crystal clear.
Our press at Howling Juice is set to apply a maximum of 40 PSI to the produce; that’s compared with 90,000 to 120,000 PSI under HPP. The bottom line is that the genuinely fresh, cold-pressed juices at Howling Juice come from a process using 2,000 to 3,000 times LESS pressure than HPP cold pasteurization. As a result, Howling Juice products retain substantially more of the inherent enzymes, nutrients, probiotics, and minerals that are eliminated by HPP.
Q: What about the terms “Fresh” and “Raw”? Can any juice company use these terms?
The answer is No! In fact, in recent years several HPP juice companies – again names you’d recognize – have faced litigation over their attempted use of “fresh” and “raw.” They’ve been blocked from using these terms because when you use pasteurization (heat or cold/HPP), the products you create are neither Raw nor Fresh according to health officials.
Howl You Doin’ Today?
Humanity has lived and flourished on planet earth for thousands upon thousands of years, almost all the while sustaining themselves on natural produce. It is only very recently in human history that modern science and commercial forces have so radically changed the landscape of what we take in to sustain our bodies.
Everyone of us, no matter how health conscious is bombarded by unhealthy food options, many of which may sneak into our diets without us realizing it. The modern world is riddled with additives, chemicals, preservatives and manufacturing processes that adversely impact nutrition levels of the foods we consume.
Numerous studies have demonstrated that fruits and vegetables can help guard against oxidative cellular damage, which comes from everyday exposure to environmental toxins and other harmful chemicals. Fruits, vegetables and plants have the power to nourish every single cell in your body, the natural way.
The phytonutrients found in fruits, vegetables and plants help protect against many ailments like heart disease, asthma, inflammation, liver disease, urinary tract infections, skin disorders, weight control, diabetes and a plethora of other health conditions.
So, Why Juice?
Consuming organic fruits and vegetables, specifically their juice, enables your body to easily absorb these valuable nutrients called flavonoids and anthocyanins. And because juice is easily digested, these precious liquids go straight into your bloodstream, creating a flood of vitamins, enzymes and minerals into the body. Plus, recommended raw, organic juices are one of the best and gentle ways to cleanse the body, in addition to giving a nutritional boost.
A word on fiber – Many ask, why remove the fiber? Fiber actually comes in two forms; soluble and insoluble. Both types are involved in scraping or absorbing wastes from the digestive system, however the bulk fiber requires much more energy from the digestive system to process. Think pulp! By separating out the bulk fiber, juicing gives us the advantage of power-packed nutrition that is easily digested and readily absorbed into the body.
In other words, juicing does remove the insoluble fiber but the soluble fiber still remains in the juice. In the end, you are still reaping the benefits of fiber in a soluble form.
Of course, bulk fiber is good for you too. It’s vital to health, and Howling Juice encourages you to eat your fiber! Remember, there is no fiber in meat and animal byproducts, as fiber (soluble and insoluble/bulk) is only found in plant based foods.
Think about it! How exhausting it would be to try to consume 5 pounds or more of fruits in a day? Every day. It’s tough! Juicing is the best way to consume more fruits and veggies than you might otherwise get or vegetables that you normally wouldn’t eat. Bottom line … juicing is about getting concentrated amounts of nutrients into your system quickly and effectively, including beneficial soluble fiber, in order to nourish and help achieve the greatest health possible!
Certainly Howling Juice is not advising that you should avoid solid food or that juice is the only way to stay in good health. What we are advocating is to add juicing into your daily life for supplemental nutrition, and when you desire to target a certain area or particular aspect of health, juice is perfect for cleansing as well.
Most people can’t eat sufficient raw fruits and vegetables in a day to satisfy the body’s nutritional needs. So, why not juice instead! Come and let Howling Juice be a part of your daily healthy lifestyle! It just makes sense.
It’s time to get back to your roots with Howling Juice!