Harmless Harvest is the Hottest Brand in the Organic Food Industry

Written by Max Goldberg on March 11, 2012. Follow Max on Twitter: @livingmaxwell.

I see a lot of products in the organic food world but there is a buzz about Harmless Harvest and its coconut water that I have never seen before.

This tends to happen when you are in a super-hot category and you are the best tasting, healthiest product in that category.

Harmless Harvest’s raw organic coconut water is made by using a technology called high pressure pasteurization (HPP), which I named one of my top 5 organic food trends for 2012.

I caught up with Justin Guilbert, founder of Harmless Harvest, at the 2012 Natural Products Expo West Trade Show in Anaheim, California to talk about HPP and to learn about the latest developments with the company.

Something important to know about Harmless Harvest is that it is by no means a one-trick pony. The company has an incredibly innovative product pipeline, including its Camu Camu drink, a beverage that I have never seen on the market before.

Without a doubt, Harmless Harvest is on its way to accomplishing very, very big things.

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5 Comments

  1. “no blending, no secrets, no choice”…..I LIKE that….so should the world!!!

    Written by Jed Becker on March 12, 2012 @ 10:56 am
  2. Hi Jed,

    I like “no secrets” as well Jed!

    Live well,
    Max

    Written by Max Goldberg on March 14, 2012 @ 10:03 pm
  3. I had a question about High Pressure Pasteurization.

    I’m a bit weary of how HPP retains the integrity of the enzymes in the juice/smoothie, while killing bacteria. I wonder how else it affects/modifies the original product. It seems a little strange to me. What are your thoughts on how HPP compromises the nutritional integrity of raw juice? Is it as nutritionally dense as fresh pressed? It’s particularly on my mind now that Starbucks will be offering HPP juices/smoothies.

    Thanks!! I really value your expertise and opinion!
    Daisy

    Written by Daisy on March 21, 2012 @ 5:28 pm
  4. Hi Daisy,

    HPP is not a new technology. It has been around for many years but (to the best of my knowledge) has never been used in beverages for consumers before. It has been used in other foods.

    From all of the research that I have read, the technology does work as advertised. When you drink a Harmless Harvest coconut water, you can tell that the taste is superior to flash pasteurized non-organic coconut water, pasteurized organic water and coconut water directly from young Thai coconuts.

    The question you pose about nutritional density – pressed organic juice at a juice bar (1-2 days old) vs. HPP pressed organic juice (which may have been pressed a few weeks ago) – is something that I have been giving a lot of thought to myself. While I don’t have a firm answer for you, my sense is that the HPP may be better. This would probably be largely due to the fact that the bacteria gets killed immediately.

    Thanks for the great questions.

    Live well,
    Max

    Written by Max Goldberg on March 22, 2012 @ 11:55 am
  5. […] company has the potential to be the definitive brand in the category, similar to Harmless Harvest in the organic coconut water space, and I can’t wait until it hits the shelves in New York […]

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