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Squashing the most common HPP myths

“High pressure damages food.” “I can’t HPP my product.” “It’s only for small producers.” We’ve heard all the myths. Now it’s time to debunk them.

  1. You can’t HPP my product. HPP is a mainstream process used by large and small producers everywhere. From meat and seafood to fruits, veggies, salsa, guacamole, and even some cheeses and milk, you’ll find foods and beverages produced with HPP in every corner of the world. And, the list is growing by the batch. Learn more about HPP Foods.

  2. Only small producers use HPP. Avure’s HPP doesn’t discriminate. It’s perfect for food manufacturers of all sizes and flavors. From the world’s largest poultry producer to regional salsa and guacamole producers.

  3. HPP doesn’t kill pathogens. By applying 87,000 pounds per square inch of pressure equally around packaged products, HPP inactivates dangerous pathogens and bacteria. That leads us to our next myth…

  4. High pressure damages food. Unlike thermal, radiation or chemicals, HPP doesn’t alter taste, texture, or quality of foods and beverages. Using just pure cold water and pressure, Avure HPP keeps foods fresh and delicious. It can even make them taste better and enhance nutrition.

Hungry for more? Get the facts on our HPP myths page. Have a question about HPP foods, or getting started with Avure? Drop us a line.

Get the inside scoop with Avure HPP Bon Appétit.

Ready for seconds? Sign up for our e-newsletter, and we’ll send tasty HPP news, tips and industry buzz to your inbox every month.
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Video: Why Avure? Extreme customer service, says toller.

A lot goes into building the highest throughput HPP machines, but we spend just as much time engineering world-class customer service. We could tell you all about how we field support calls 24/7. Or fly tech teams to every corner of the world to our equipment running day and night. But we’ll let our customers do the talking.

Watch and hear what Jeff Barnard, president of Universal Pasteurization Co. (a certified Avure toller), has to say about Avure’s “absolute customer satisfaction.”


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Pardon our dust: New Avure HQ sneak peek


One word to sum up this past year at Avure? NEW. In 2014, we completed phase one of our new factory to crank out HPP systems 24/7 (all Avure machines are built in Middletown, OH, USA). Launched a new website to promote the fresh and delicious side of HPP. Forged new partnerships with food producers of all shapes and sizes. And now, we’re wrapping up construction on our brand new global headquarters and food science lab.

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Hormel honors Avure with Spirit of Excellence Award

We're proud to help Hormel serve up delicious foods that consumers love, and even prouder to be recognized for our part in the company's growth.

The American manufacturer of food and meat products honored Avure with its Spirit of Excellence Award for our role in its continuous improvement process.

"The Hormel Foods Spirit of Excellence Award program recognizes the suppliers that truly go above and beyond in helping us achieve our goals," said Tyler L. Hulsebus, director of purchasing at Hormel Foods. "We're honored to partner with these outstanding suppliers."

Although we earned the award in 2013, Hormel's executive team waited for the dust to settle in our factory before presenting us with the honors last September.

"We're honored to receive this prestigious award from Hormel," said Jeff Williams, Avure's CEO. "It's a testament to our technology and service, and making sure our customers grow with HPP. When they succeed, we succeed. That's what drives us."

The real winner? Consumers.

While we're beyond excited about the award, the real winner here is consumers, said Lisa Pitzer, Avure's marking director.

"They get to enjoy some of the freshest, tastiest foods out there – free of preservatives and chemicals," said Pitzer. "And with Avure and Hormel on the production line, the best is yet to come."

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Machines renamed to promote winning throughput formulas

Have you visited our new website? Then you've noticed that we've renamed all of our machines. Until recently, our equipment has been numbered after vessel volume. And we put a lot of technology and engineering into creating the largest volume machines in the business.

But most of our producers and manufacturers are much more interested in throughput per year. Because that's the bottom line ROI in your investment in Avure HPP technology.


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Big Mother Shucker shucks 5,550 pounds per hour

We may have renamed our HPP machines, but that doesn’t mean the same rules apply to our customers. The super creative, lobster-shucking folks at Shuck’s Maine Lobster call their AVS-20 the Big Mother Shucker. It’s a fitting name for a beast of a machine that processes 15 tons of New England’s finest shellfish every day.

Have you nicknamed any of your machines? Listeria Pulverizer? Avocado Life Extender 3000? Tell us in the comments!

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One hulking reason Avure opened up shop in Middletown, Ohio

“Why Middletown?” This question pops up during every tour of our new factory. While we appreciate the city’s woodsy views, we’re here for the heavy-duty machinery. Specifically, the 60-ton crane pictured above. It’s how we build HPP systems around the clock, and snatch the multi-thousand-pound vessels out of our factory for transport. Want to see it in action? Schedule a tour!

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Consumers to brands: show us the clean labels

What’s on the back of the label matters more to buyers than the logo on the front, according to a recent European study.

Researchers polled 2,800 consumers and found that while 85 percent care most about price, 77 percent make purchasing decisions based on the list of ingredients. Specifically, labels free of chemicals or artificial preservatives.


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