Organic Avenue


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FEED YOUR BRAIN is our phrase for everything we do to inspire and enable a healthier generation through learning and information. In our stores, we have Feed Your Brain menus, Feed Your Brain wallpaper and now we have our first online example – our Feed Your Brain blog!


>Why Cold-Pressed Juice?

Fruit and vegetable juices can now be found almost anywhere, but juice produced using the cold-press process is nutritionally superior and, in the opinion of many, more delicious than juice produced using other methods. There are two common types of juicers used to extract the nutrient-dense liquid from fruits and vegetables: the centrifugal juicer and the cold-press.

Green love in bottle on tableThe centrifugal juicer, your standard home juicer, is also found at many commercial establishments where juice is made to order. The centrifugal machine uses a flat cutting blade at the base of a rapidly spinning strainer—powered by electricity. Heat, static electricity and large amounts of air are drawn into the juicer. Nutrients can be destroyed as oxidation occurs. Essential enzymes in fruit and vegetable juices, which aid in the body’s nutrient assimilation, break down at temperatures exceeding 118° Fahrenheit. Any juice extractor using a high-speed blade or centrifuge creates more heat-producing friction and can destroy the good stuff. This is why centrifugal juice must be consumed immediately in order to receive any of its benefits.

Organic Avenue uses a cold-press juicer, which applies 9-tons of hydraulic pressure to extract the juice from organic fruits and veggies. Negligible heat is produced, better preserving the vital vitamins and minerals living in the water content of the produce. We are also able to extract a higher yield using the cold-pressed process—which means more nutrients end up in your juice, and not left behind with the pulp and rind. The hydraulic press is notably more efficient than the centrifuge in extracting the liquid component of dark, leafy greens—essential for optimal health.

In Become Younger, Dr. Norman Walker, the inventor of the hydraulic cold-press explains, “If the extraction is not virtually complete, then of course the juices are correspondingly deficient and we will have to take larger quantities of them over a much longer period of time. If the juices are properly and completely extracted, however, the benefits and results which we may obtain from them are almost phenomenal.” While centrifugal juice pulp may still be wet post-juicing (there are still nutrients in there!), pulp from a cold-press is essentially sawdust, indicating that the vast majority of the vitamins and minerals from the produce are living in your juice bottle. You’d have to drink a much greater quantity of centrifugal juice to get the same amount of nutrition from just one bottle of cold-pressed juice.

Because little oxidation occurs from the application of pressure, cold-pressed juice is shelf-stable with much of its nutrient content in tact for days after pressing. OA takes our cold-pressing a step further by extracting our juice in a refrigerated room in our kitchen. This extra care ensures the ultra-freshness of our organic produce, minimizing loss of nutrition during the pressing.