Pasteurization is the process of heating liquid, usually to around 161 degrees, to kill off bacteria. However, pasteurizing begins to kill vital enzymes, antioxidants and nutrients at 118 degrees. Produce is a live product and heating it to high temperatures destroys its cells. Next, sugar is generally added to the heated juice to recover the flavor. Just as the baked apple needs cinnamon and sugar for taste, so does pasteurized juice. Pasteurization was originally utilized to reduce diseases contracted from milk in the early 1900’s but is largely utilized today as a mass production & logistics strategy to increase shelf life.

Consuming raw juice ensures you are getting the full nutritional value from the fruits and vegetables. It also tastes more like the produce being used to make the juice. Raw juice is simply a shift in focus away from large scale distribution and towards quality. So cheers to rediscovering the nutrition and quality of hand crafted, freshly squeezed juice!