Dispatches from Pack Expo

Avure: $5bn HPP market growing 11-15% a year

By Jenny EAGLE

- Last updated on GMT

Matt Rutherford, senior VP business development, Avure at Pack Expo
Matt Rutherford, senior VP business development, Avure at Pack Expo

Related tags: Juice, Hpp

Avure has launched the QFP 525l-600 (525 liters) HPP processing machine at Pack Expo, in Las Vegas, with the first machine going on sale in December.

Matt Rutherford, senior vice president, business development, Avure, told FoodProductionDaily the global HPP market is changing thanks to demand and the estimated growth of the $5bn industry is 11-15% a year.

In turn, the strongest markets are Canada, the US and Mexico, which make up about 75% of the HPP global market.

Bottled juices

There has been significant growth in several food segments; bottled juices, raw protein, ground turkey and chicken and deli salads​,” he said.

This change is happening because more products are being specified for HPP by strong thought leaders on the retail side of the business. Whole Foods for example is pioneering new products that make it to the shelf​.

Other factors include large current customers of Avure that are driving change, such as Cargill​.”

Starbucks bucking HPP trend 

He added Starbucks and its message around its Evolution Fresh range has spurred growth in the bottled juice area.

The company diversified its coffee business by offering more packaged products and food. It acquired Evolution Fresh, which specializes in fruit juices and smoothies, in November 2011 for $30m.

Starbucks purchased a small juice company in southern California that happens to use HPP to create a high quality product. It now promotes the brand as an ultra premium juice that it feels can deliver a better quality profile​.”

Food borne pathogens

HPP uses ultra-high pressure instead of heat to inactivate food borne pathogens and spoilage organisms in products such as raw and RTE proteins, deli meats and salads, fresh fruit and vegetable beverages and seafood.

The 525L has 10 cycles per hour with a three-minute hold time. It has a three-inch expansion in diameter to 18.5 inches, which accommodates larger packages, a trend growing in tandem with HPP products in semi-rigid packaging, said Rutherford.

We are really excited about the growth in demand for these systems​,” he added.

Debugging trial

The 525L is currently being built it in Middletown, Ohio, and it will be ready next week. We launch our own debugging trial 24/7 for 30 days to test the equipment and it will be ready for sale in December​.”

Avure also expanded its global technical service hotline, known as the Global Service Centre for HPP Food Systems , to Europe and Asia in July this year.

Related topics: Processing & Packaging

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