In Pictures: Making cold-press juices in Mississauga
Chef started believing in the power of juice while he was an amateur soccer player
Raw-food chef Tai Ali hit a nerve when he launched Juice Matters in Toronto last year. His cold-pressed juices are now available in 100 locations across Canada. The 473-millilitre bottles of vegetable and fruit juices are priced between $6.99 and $9.99.J.P. MOCZULSKI/The Globe and Mail
Mr. Ali suits up in a clean room to demonstrate the labour intensive method of cold-pressed juicing at his plant in Mississauga, Ont.J.P. MOCZULSKI/The Globe and Mail
Mr. Ali unloads fresh vegetables. “Juice Matters was started from a deeply rooted belief that nutrition should be a lifestyle and not a diet,” he says. While training as an amateur soccer player, he began adding fruit to freshly blended vegetable juice to counter muscle fatigue.J.P. MOCZULSKI/The Globe and Mail
Mr. Ali prepares carrots for juicing.J.P. MOCZULSKI/The Globe and Mail
But he didn’t become fanatical about it. “I eat meat and dairy, Mr. Ali says. “Juices, which are rich in nutrients, vitamins and plant-based proteins and fibres, are just another way of ensuring I am taking good care of myself.” The company’s 16 blends include combinations of kale, collard, celery, yellow peppers, dandelion, mint, ginger, apples, lemons and strawberries.J.P. MOCZULSKI/The Globe and Mail
The juices are produced in a factory near Toronto using a cold water treatment known as high pressure processing, or HPP. This cold pasteurization technique inhibits microbes while preserving the nutritional value of the juice. No water, sugar or preservatives are added.J.P. MOCZULSKI/The Globe and Mail
Juice Matters has become popular with practitioners of juice cleanses. But that’s not Mr. Ali’s target market. He wants Canadians of all stripes to see juices as tools for achieving long-term health. “Juicing is not always about detoxing but more about achieving a well rounded, healthy lifestyle,” Mr. Ali says. “But it’s a constant challenge to educate consumers about the benefits.”J.P. MOCZULSKI/The Globe and Mail
Mr. Tai would like to persuade consumers to see juice as an integral component of the Canadian diet – and appeal beyond the already converted.J.P. MOCZULSKI/The Globe and Mail