Blueprint and Harmless Harvest Put Pressure
on the Raw Beverage Industry

High Pressure Pascalization Applied to Raw Juice and Coconut Water

March, 2012—With demand for unaltered juices shifting into the mainstream, pioneering beverage companies BluePrint and Harmless Harvest have turned towards a technology called HPP to safely deliver the nutrition of raw ingredients without modifying the taste in any way. HPP, which uses high pressure instead of heat to inhibit microflora growth in fresh food, is achieving significant results in the fresh, raw beverage category.

Primarily used as a complementary safeguard in packaged meat and shellfish, the technology is now being applied to raw juices as an alternative to adding preservatives and using heat treatment. Unlike traditional heat pasteurization (“boil and bottle”), Pascalization is an external process: The pressure is applied when products are in their final packaging, thus eliminating the possibility of recontamination, while the raw product itself is never touched.

Harmless Harvest, who recently launched a category re-defining raw and organic coconut water available nationwide and BluePrint, creators of BluePrintCleanse, the first nutritional raw juice cleanse program shipped anywhere in the U.S., and now offering BluePrintJuice, their signature raw cold pressed fruit and vegetable juices available at the retail level, are setting a new standard in beverages. The application of HPP is a huge game changer for BluePrint, which had previously been geographically limited by its own commitment to freshness and a three to five day shelf life. The company that pioneered the modern juice cleanse category is once again at the forefront of innovation and technology. Harmless Harvest, on its side, is rapidly setting a new standard in the exploding coconut water category by maintaining the complex live structure of raw coconut water for proper metabolization of beneficial electrolytes and nutrients. Moreover, Harmless Harvest safe-keeps the delicate and fragrant volatile compounds that are essential for a true-to-nature flavor.

This not only allows for increased distribution for both companies, but fosters a growing awareness of the advantages of HPP over heat pasteurization. Because of the chilled temperature at which the juice is treated and the minimal impact that pressure has on the structure of the components responsible for nutrition and flavor, the juice remains raw.

The fact that the juice remains raw, flavor and nutrients are unaffected and potential for pathogen growth is dramatically reduced, means HPP is raising the bar in our industry, and we are extremely proud to be early adopters of this new technology, says BluePrint. We’ve always held that all juice is not created equal; our cold pressed raw juices have always maintained superior taste and flavor profile. Now, we are creating a new standard for quality assurance altogether.

The delicate nature of raw plant products is boiled away by the industry’s shortcuts towards convenience and cost savings. This approach has lead the industry into an ultra-processed system with such inertia that change seemed impossible, says Harmless Harvest. Creating progressive business models from scratch that integrate consumer driven demands for better and more diverse nutrition, proven innovations such as HPP and strict respect for sustainable sourcing might push agribusiness into a better future for all stakeholders.

Rick Marshall (Director of Hiperbaric USA, with more than 16 years of experience in HPP) is pleased to see the technology crossing categories and growing exponentially. It is very refreshing to finally see companies in the raw beverage industry adopt HPP. In the early stages of HPP commercialization, a lot of testing was centered around fresh juices & beverages with great results but the economics didn’t make sense. Recent improvements in productivity and efficiency make HPP more viable as a processing technology for the beverage industry says Marshall.

HPP or High Pressure Pascalization is named after 17th century French scientist Blaise Pascal, who pioneered research on the effects of pressure on fluids. Pressure was first used to experiment with reducing bacteria levels in food in 1897 and has been developing and perfecting as a practice ever since.

In addition to disabling the potential for microbial growth and allowing for a risk-free product into the hands of consumers, a key benefit of HPP is a naturally extended shelf life. The extended shelf life is a boon for companies to make raw foods available where previously impossible, a hurdle that both BluePrint and Harmless Harvest have scaled with rapid success.

HPP is not a magic bullet by any means says Harmless Harvest. Very quickly it will reveal the truth behind the brands: superior practices and quality ingredients will now have the opportunity to yield a superior product. HPP allows us to put those superior products in a greater number of hands.

The method is in no way inexpensive or easy to implement. But both BluePrint and Harmless Harvest agree, This is the best way our products should be made. Looking ahead, it’s the standard that anyone in this space should adhere to, for the benefit of consumers everywhere”.

About BluePrint

Launched in 2006 by Founder Zoë Sakoutis and Co-Founder Erica Huss, BluePrintCleanse began as the first line of juice cleanses to offer varying levels of intensity depending on one’s dietary habits and history. It’s a user-friendly system of cleansing set up to be practical for all nutritional lifestyles, from the most austere of raw food acolytes to the burger-and-red-wine crowd looking to periodically offset the damages of their indulgence. In addition to cleanses, BluePrint now offers BluePrintJuice, a line of individual bottles of cold pressed juice available at retail outlets including Whole Foods Markets, FreshDirect, Gourmet Garage, Dean & Deluca and more. Juice ‘Til Dinner, BluePrintKit (healthy essentials for the home kitchen), and The 3-Day Cleanse. BluePrint’s cold pressed juices and raw food programs are delivered to homes and offices across the U.S. and Canada.

About Harmless Harvest

Founded in 2009 by Douglas Riboud and Justin Guilbert, Harmless Harvest develops and markets outstanding functional foods and beverages that provide the raw nutritional integrity of pioneering, sustainably wild-harvested plant products. To achieve this, Harmless Harvest combines innovative scientific methods with local traditional knowledge, from rewilding to agroforestry. This safeguards threatened ecosystems and traditions by giving them mass-market appeal with tangible economic value.

After 3 years of R&D, the company launched the world’s first raw and organic coconut water ethically sourced from small agroforestry systems. Without spending a dime in marketing but relying on volunteers and word-of-mouth, this first product is fast becoming the new category standard and a highly successful demonstration that consumers care more about what’s inside the bottle and how it’s made than what ‘lifestyle’ marketing & PR efforts promote.

Six months after launching with Whole Foods Market, 100% raw and organic coconut water is now available in over 1,000 outlets nationwide and counting.

Questions? Read our FAQ
What does HPP stand for and how does it work?

HPP or High Pressure Pascalization was discovered by Blaise Pascal, a French scientist of the 17th century whose work included detailing the effects of pressure on fluids.

Unlike traditional heat pasteurization (“boil and bottle”), Pascalaization or Pressurization is an external process—the juice itself is never touched or heated. Thousands of pounds of cool water pressure (42°F) are applied to the outside of the sealed bottle. This action inhibits or “short circuits” any potential pathogens without disrupting the nutritional integrity or taste of the juice.

The pressure is applied when products are in their final packaging, thus eliminating the possibility of recontamination.

Does pressure destroy vitamins, enzymes or nutrients?

Pressure doesn't affect the structures of food components that are responsible for nutrition and flavor.

How is HPP different from heat pasteurization? What about “flash” pasteurization.

Any pasteurization whether it’s called “heat” or “flash” (or other silly adjectives such as “lovingly” or “gently” pasteurized) results in juice that is essentially cooked. Pasteurization cooks product at 161°F and ultra high pasteurization, which is most commonly applied to dairy products, cooks product at 274°F. Our Pressurizing method uses only the evenly distributed pressure of cool water (42°F) to short circuit any potential harmful invaders. That’s it. From the moment we cold press it to the moment you drink it, it has never been heated.

Is all cold pressed juice the same? Is all cold pressed juice raw?

NO. Unfortunately, many companies are slapping “cold pressed” on their juice to give the impression that it’s raw. If a juice is cold pressed and then pasteurized, it is not raw.

How can the juice still be fresh with this longer shelf life?

The reality is that all living things are slowly dying. Sad, we know. Pressurization essentially integrates a “life support system” that helps maintain the life or freshness of the juice. Trust your taste buds.

How can I tell what the “born on” or pressed on date is?

Subtract 16 days from the expiration date you see on the bottle—that is the date the juice was born—Good juice dies young. (A traditional juice that has been pasteurized has a shelf life of around 60 days!)

I thought that cold pressed juice is only “good” for 3 to 5 days, what changed?

Advancements in science and technology have changed. First, the best and freshest juice came from a juice bar, produced using a centrifugal juicer: pulpy, gritty, lasts only a few hours. Then came the hydraulic press juicer, which allowed juice to stay fresher, longer—3 to 5 days, and extracted more than double the vitamins and nutrients. Now, we’ve discovered that the use of pressure allows that nutrient-dense juice to live a little bit longer, while inhibiting microflora growth.

Why are you only HPP-ing juice found in stores? What about the juice that I order online to be delivered—is that juice unsafe?

The method of applying pressure is an amazing development for the juice industry, and we are thrilled to be the first to use it.  We actually intend for all of our juice to be handled in this manner going forward, but the two business models are different, and therefore so is the implementation schedule.  Your home delivery juice is no less safe than if you were to eat a salad or toss back an oyster.

Is this new treatment safe?

Yes, it is approved by the FDA and USDA.

Is the juice still raw?

100% Yes, and this is clearly indicated on the label. Our juice is always cold pressed and never heated.

More Information

For more reading on the subject, check out the research that we have gathered on the subject: High Pressure Food Processing