Is your juice really fresh?


At Truce we are committed to a fresh, raw, and organic product. We also believe in transparency, which is why you can come visit us and see your juice being made fresh each day. As you start to see new juices popping up at the local grocery store and around town, we think it’s important you know when, where, and how that juice is made. HPP (High Hydrostatic Pressure) is the new player in the juice game – this form of pasteurization kills pathogens by applying intense pressure to already packaged products. It has been used in the past for meats, seafood, and pre-packaged items like applesauce. The primary advantage of this method is that it increases the shelf-life of a product – juice made during this process can be on the shelf for up to 45 days. The press machine we use at Truce uses no heat, added oxygen, or pasteurization of any kind. We recommend drinking our juice made at Truce within 3-5 days of the day it was made to ensure optimum freshness.

What are the disadvantages of HPP? HPP changes enzymes in unpredictable ways; the molecular structure of the fruits and vegetables is altered and therefore the product can no longer be considered raw. While the HPP process doesn’t directly destroy live enzymes, live enzymes live for 5-7 days. If you’re purchasing a juice over a week old, you’re not getting any of the essential enzymes you’re paying for. All of the vital “good” bacteria is also out of there. Additionally, recipes must be reformulated to take well to HPP. Deeply rich green juices do not respond well to the process, therefore most HPP juices contain large amounts of fruit to balance out flavor.

The advantages of juicing are many - being able to flood your body with live enzymes, nutrients, and minerals has countless health benefits. In our opinion, a juice that has been on shelves for weeks does not contain the same fresh, vital nutrients as a juice made the same day. We’re sharing this information so that you can make an informed decision on which juices you decide to drink.

Currently juices made using HPP don’t have to let you know this on their label – they can still claim “fresh” and “raw”. This is quickly changing however as consumers are demanding labeling-transparency. Suja juice is in the middle of a large lawsuit where they are being asked to remove “fresh” from all of their packaging. In essence, if you’re buying something a month after it’s made, how fresh can it really be? Juicing has become big business, and companies are trying to make the product cheaper and last longer without providing the consumer honest information.

We know that juice can sometimes be comically expensive – you deserve to be getting a benefit from every single ounce! We wear our fresh-pressed, organic, and 100% raw label honestly and openly. Minnesota law currently prohibits wholesale of an unpasteurized product - so if you find the juice at a grocery store it is a pasteurized product. Next time you’re deciding on juices, ask how and when they were made. Know what you’re drinking, your body will thank you!