Avure Technologies and The Association for Packaging and Processing Technologies announced the formation of the new HPP Council at ProFood Tech, April 4-6, in Chicago. The HPP Council is a food industry council focusing on the advancement of High Pressure Processing, HPP. Convened by PMMI, the new HPP Council will address questions about HPP and develop industry best practices. High Pressure Processing transitioned from the lab to the production floor almost 20 years ago. Now, it is gaining greater use with food companies for a variety of products including: meat, seafood, guacamole, juices, dressings, hummus, salsa, baby food and smoothies.

Jeff Williams, Avure Technologies CEO and HPP Council Chairman, commented “For consumers, HPP means better taste, texture and nutrition –– HPP is taking the fast-growing "Clean Label" trend a step beyond ingredients. For food companies –– both large and small –– HPP is now more cost- effective than ever, while offering an extended shelf life and superior food integrity. Unlike traditional heat processing –– high-pressure processing makes minimal changes to food's taste, texture and nutritional profile. The way my kids explain it is: Who wants a smoothie that has been cooked?”