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The Cold Pressed Juice Phenomenon

February 19, 2016 Angela Luo

It has been proven that heat and oxidation promote denaturation of the vital enzymes and nutrients in fresh produce. This is the result from using a rotary blade regular/centrifuge juicer. Cold pressed, on the other hand, slowly and thoroughly extracts juices from fresh fruits and vegetables with absolutely no heat and minimal exposure to oxygen using 6 tons of press weight, thereby preserving all the health-giving properties, live enzymes, vitamins, minerals, phytochemicals, and other vital nutrients.

Cold pressed juice hence differentiates itself from "other juices". There are commonly two types of “other” juices - the ones that you buy from grocery stores and the fresh ones you buy from a non-cold-pressed juice store. The first type is pasteurized for maximum shelf life. This pasteurization involves cooking the juice at very high temperature and then cooling it to kill microbial bacteria. Unfortunately, pasteurization also kills vital vitamins, minerals, and living enzymes. As a result, this type of juices relatively has the least health properties and generally contains numerous flavorings, colorings, juice concentrates, high fructose corn syrup, additives, preservatives, and bunch of other ingredients difficult to even pronounce. These juices despite having its fruity taste, retain very little nutrient value.

The juices you purchase from juice bars that are not cold-pressed are generally made using a centrifugal or rotary juicer like ones most people use at home. This centrifugal juicing method promotes oxidation due to heat and oxygen generated in the extraction process, all of which kills essential nutrients and enzymes. Because of the minimal friction, heat, and oxidation achieved by the cold-pressed method, cold-pressed juices have a significantly higher nutrient content than those made from centrifugal juicers. Although making juices using the centrifugal method costs less and requires less labor and time, the quality of its juice produced by high speeds and rough extraction has no comparison to a cold-pressed juice.

Some juice bars also blend fresh produce with store-bought boxed juices or fruit purees in their beverages, which result in an even lower nutritional level mixed with additives and preservatives from the preprocessed juice. It is important to be wise about your purchases. In MELU, we refrain from using boxed/processed beverages, and even our nut mylks are made in house with real nuts ! 

What's better, with MELU, each of our cold-pressed juice contains nothing but 2 - 3 lbs of fresh and raw fruits, roots, and vegetables. Imaging consuming all of that in solid form within one meal, that’s a whole lot of raw foods to chew ! By pressing these produce into liquid, you get instant nourishment from countless nutrients squeezed in one jar. Essential fruits and veggie count of the day can be accomplished within a couple easy and delicious minutes !