The first half of 2018 was eventful and exciting in the High Pressure Processing (HPP) industry. There is a push to bring awareness of this food safety technology to the consumer. One of the ways this is evident is in the implementation of the new “High Pressure Certified” seal. Many companies have been using HPP for years, while others have just recently adopted the technology. Either the case, more and more companies are bringing this information to the forefront. As HPP becomes more accepted, brands are boldly introducing it to their customers to bring them confidence in the products they consume. Not only should consumers know about HPP, they should also feel confident in what it means: cleaner, fresher, and safer products.
The year started off with momentum coming out of 2017 from the well-known baby food brand “Once Upon a Farm.” Made popular by actress Jennifer Garner, this HPP baby food has taken off with its claim to “produce baby food that tastes exactly like the stuff you’d make at home, with no preservatives, colors or flavors and a shelf-life long enough to secure national distribution.” What a huge step for the industry – a big name celebrity vouching for HPP, even talking about “the technology” on The Ellen Show!
Earlier this year, one of the biggest HPP success stories was broadcasted on national television via the popular show Shark Tank. A healthy, refrigerated oatmeal company called “MUSH” introduced their product as an all-natural alternative to other quick breakfast and snack brands. The founders explain that, “with HPP, there’s no need for guar gum, binders, fillers, potassium sorbate, or natural flavors or whatever it may be,” and with HPP, “each MUSH pod has about two months shelf life. Eight weeks.” The company is deemed as an “overnight success” and states, “if anything, HPP helped make MUSH what it is.”
Recently, Cedarlane® Natural Foods, a well-known clean-label product supplier, revealed that they are utilizing HPP on their fresh, grab n’ go products to provide “safe, longer-lasting perishable items that contain absolutely no preservatives or chemicals.” With so many consumers checking labels for shorter ingredient lists, this will speak volumes for HPP. Consumers want products that are better for them, and the fact that they last longer is just an added bonus. The beverage, specifically juice, industry is also widely adopting the technology. Many consumers are familiar with the term “cold-pressed,” which sometimes, but not always, is used to describe drinks that have undergone HPP. Evolution Fresh, a subsidiary of Starbucks Corporation, is one of the leaders in this space. Check out the below video from their website explaining their process.
As members of the Cold Pressure Council, Evolution Fresh is doing their part to spread the awareness of HPP and have already adopted the “High Pressure Certified” seal. The Council was formed to set the industry standard for HPP best practices, as well as be the go-to source for information on the technology. With the formation of the Cold Pressure Council, the institution of the “High Pressure Certified seal, and the numerous companies and brands joining the movement, high pressure processing is surely going mainstream. These are only a few recent examples of mainstream HPP applications. Stories like these are becoming more frequent and they are solidifying the validation of HPP with consumers everywhere. When trusted brands start to endorse HPP, consumers notice and they will also begin to recognize and trust HPP with their food and beverage products.
