BRAND FAQ’S


WHAT’S THE DIFFERENCE BETWEEN COLD-PRESSED JUICE + JUICE I MAKE AT HOME?

East London Juice Co. juice is cold-pressed - our cold-press method of juice extraction provides a minimum mixing of air with the juices which results in very slow oxidation. The juice press gently extracts the natural fruit sugars, vitamins, trace minerals, enzymes and other integral elements, providing you with the highest form of natural juice power possible. This way, we let the juice do the talking in all of its pure, natural glory; bottled without any preservatives, thriving for a cool 72-hour shelf life. Most household juicers/ places that make juice in front of you are typically ‘rotary’ or ‘centrifugal.’ As the blade inside a centrifugal juicer spins at a high speed, it generates heat which oxidises and separates the nutrients naturally found in whole fruits + vegetables, rendering those nutrients that make it into the juice less potent and requiring immediate consumption.

DO YOU PASTEURISE?

We love nothing more than food in all its natural splendor, so no, we don’t pasteurise. Pasteurised juice is heated to a high temperature for a short time before it is sold. About 98% of all juices sold in the UK are pasteurised, namely because it prolongs the shelf life of juice and is cheaper than not pasteurising. Pasteurisation for even cold-pressed juices (which most, ironically, are) renders most juice nutritionally inept. We would rather promote the consumption of pure, high-frequency, cold-pressed fruits + vegetables and therefore, we mindfully press, bottle and sell a truly raw + unpasteurised product.

WHAT IS ‘HPP’ AND WHY ISN’T EAST LONDON JUICE CO.’S JUICE TREATED BY IT?

HPP is an acronym for High Pressure Pascalisation (or High Pressure Processing). HPP is most easily explained as a preservation technique that subjects the juice to a quick heat up + cool down process. Similar to pasteurisation, HPP extends the shelf life of raw juice well beyond 72 hours (weeks and months). It is a technology that more conscious conumers are becoming more aware of and we’ve found that many of the cleanses that say they are not pasteurised actually use this method. There’s a lot of controversy in the juice world around this especially in North America. East London Juice Co. is not HPP’d and is untreated in all the other ways (flash pasteurisation, preserving extracts, etc.)

I JUST WANT TO DO A JUICE FAST/ DETOX/ CLEANSE.

Many of the popular juice companies have taken something really good and made a cleanse into something less than ideal, often using subtle body shaming as a sales tactic and it’s no great surprise when the body + mind react adversely to these techniques. We strongly oppose to some of the online advertising we see encouraging new breastfeeding mums to just drink juice for 5 days, teenage girls to drop a dress size and targeting and fuelling our societies many insecurities. A complete fast from solid food can be a miserable affair and goes against what our experts say; we do not disturb your eating patterns, so instead let’s embrace food – why ever not? We are not condoning fasting for cultural or religious purposes. 

DO I HAVE TO REFRIGERATE MY OFFERINGS?

Raw food + juice needs some TLC, as it is highly perishable. So, show your favourite East London Juice Co. offering some love + keep it refrigerated at all times when you’re not sipping mindfully.

WHY IS MY JUICE SEPARATED? IS IT SPOILED?

Separation in your juice is always a good sign of no preservatives or pasteurisation. As long as juice is within the ‘consume by’ date and refrigerated properly, a multi-tone juice does not indicate spoilage. Always refrigerate your juice, shake before drinking and enjoy on or before the ‘best before’ date.

ARE ALL YOUR OFFERINGS ORGANIC?

We are currently creating a ‘beyond organic’ hierarchy and plan to disseminate to further responsibility in the industry. It’s not just about an organic certification. We have met farmers who don’t use certification, but work in a permaculture way which can be sometimes far better than certified organic. Most of our ingredients are certified organic, but there are some that aren’t because we either find what we believe is a more ethical/ healthy option or there is no certification offered for that ingredient. That being said- all our juice is Certified Organic. 

WHY DO YOU SELL BONE BROTH IF YOU ARE A VEGAN COMPANY?

We don’t claim to be a vegan company, although the majority of our offerings are. Our focus is on finding the most nutritionally-beneficial products and pairing that with our mission to be kind to the environment. We brew organic bones that would otherwise be discarded. Our offerings are created to leave you feeling like your own version of Super (wo)man. 

WHAT STUFF DO YOU PUT IN YOUR PRODUCTS ?

All of our botanic + small batch offerings contain organic, ethically traded or wild-harvested ingredients. You can be sure that our products will always be free from gluten, unwanted dyes, GMO’s, refined sugars, cheap fillers and pasteurisation.

CAN I CONTINUE “SIPPIN’ ON MY GIN + JUICE?

Our personal approach is all about balance (laid back.)
On the occasional Friday night, you might find our own juices getting spiked.

AM I ALLOWED TO SMOKE DURING A (RE)TREAT?

We invite you to carefully listen to what your body needs + our (Re)treat is a great opportunity to step away from ‘bad’ habits and introduce more goodness into your body.

CAN I CANCEL MY ORDER?

We will do our best to avoid charging a cancellation fee (we’re not into pinching pennies), but if the preparation of your order has started, we may not be able to refund you.

DO YOU ACCEPT RETURNS?

If you suspect an issue with any of our offerings, please let us know immediately and we will remedy the situation. We want you to love our offerings as much as we do, but we also run a tight ship and our offerings are small batch/low margin, so returns + exchanges are not permitted.