“Some smaller brands have marketed their coconut water as ‘raw’ or have continued to use HPP but to grow their brands and remain compliant with regulatory agency and food safety requirements, they may have to explore thermal processing as well.” “Coco Community stands behind thermal processing as the optimal production method to produce our coconut water,” said Gallego. Arthur Gallego, Global Director for Corporate Communications at Vita Coco, said in an e-mail to BevNET that the brand’s primary concern in choosing a processing method was food safety. In some ways, the new brand is a blow in favor of coconut terroir rather than processing as a key to flavor, as the UHT process, which provides a product shelf life of up to six months, is the same pasteurization method that All Market has been using since 2004. In March, All Market, the owner of Vita Coco, unveiled Coco Community, a line of organic and fair trade coconut water using a coconut variety similar to Harmless Harvest’s, but that uses a ultra high temperature (UHT) flash pasteurization process instead of HPP. Alvarez said the new micro filtration process has not altered the taste of Harmless Harvest coconut water, nor has it had a significant impact on overall costs. Yet outside of improvements in the production cycle, Alvarez argues, the differences in the product from HPP appear negligible. While year-end results remain to be seen, Alvarez also said the brand was producing more volume. Keeping with the overall theme of reliability, she added that the new process has decreased waste. Alvarez said the new process has helped address inventory issues, allowing the company to consistently meet retailer demand, which in turn strengthened those partnerships.
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