![]() ![]() Not surprisingly, leading HPP provider Avure Technologies Inc (which is not named in the lawsuit, and is commenting independently as an expert on the technology, not on this lawsuit specifically), says HPP doesn't have the destructive effects claimed. Suja labels used to say 'organic, raw & cold-pressed', but now say: 'organic and cold pressured"Īvure Technologies: HPP products should be considered raw “A direct and unavoidable result of the use of HPP is the destruction of the enzymes, nutrients, probiotics, and minerals that, but for HPP, would be found in the juice products…" Suja juices have a 30-day shelf-life, unlike genuinely ‘raw’ juices that “ must be consumed within days”, she adds: “This artificial extension of the lifespan of the juice products violates the fundamental principles underlying the raw food movement, consumers’ expectations, and industry standards. Heikkila's complaint, filed on February 5 in California - comes hot on the heels of a similar lawsuit filed by the same law firm (Bursor & Fisher, P.A.) against Hain Celestial over the marketing of its BluePrint HPP-treated juices ( click here)**. (The packaged has since been updated and now says 'organic and cold-pressured'.) The latest firm in the firing line is San Diego-based Suja Life LLC, which is accused of duping shoppers into paying over the odds for HPP-treated juices by labeling them as " organic, raw and cold pressed', when in reality, alleges plaintiff Rebecca Heikkila, they are " nothing more than run-of-the-mill processed juices". Is ‘raw’ the next ‘natural’ in the food litigation stakes? With respect to the word ‘raw’, however, there is no specific regulation, which is why the makers of some HPP-treated juices are now being targeted in a new wave of lawsuits. With respect to the word ‘fresh’ on food labels, the law is clear*, an FDA spokesman told FoodNavigator-USA: “No, you can't call it ‘fresh ‘if you put it under HPP . ![]() So what can and can’t you say about HPP-treated foods and beverages without getting into legal hot water? Packaging & Packing Materials, Containers.Processing Equipment & Systems, Automation, Control.Filling & Packaging Equipment & Systems. ![]()
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