Juice Journey | WHY RAW?
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HPP Juice vs. Juice Journey’s Raw Juice

High Pressure Pasteurized Juice is NOT the same as freshly made, raw, enzyme rich, nutrient dense juice!

Always ask if the cold-pressed juice you are buying has been High Pressure Pasteurized!

What is HPP and Why Should You 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. Buy the fresh stuff!

Why we don’t HPP.

We’re passionate about the (true) juicing lifestyle – drinking juice for the health benefits. Produce that is fresh, raw and cold pressed will produce more nutrient dense juice. Pasteurization heats juice, and though some report that 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. By purchasing high-pressure processed juice, you will be paying a premium for juice that just isn’t fresh!

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, raw, 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, Joni Juice, Forager Project, Pressed Juicery, Liquiteria, 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 the enzyme and protein structure.

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

Additional Information- Myths vs. Truth

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


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 many 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.


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, then pasteurized (via HPP or heat) and sold in the markets for a month+.  In our opinion, it’s pointless to consume (and pay for) cold-press juice unless it’s fresh.

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


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

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


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.


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 you 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.

For more information you are welcome to contact Danette Partellow, Juice Journey owner and nutrition consultant. Call 917-517-7820 or email info@juicejurneycafe.com.