It is cold press time
Usha International, a company well-known for its sewing machines, fans and other electrical appliances has launched Usha Nutripress Cold Press Juicer this year. As the name suggests the product uses the cold press process for extracting juices. The message in their advertising campaign is very clear – since the product uses cold process the food is healthier and tastier. The brand name Nutripress itself suggests nutrition. After seeing the ad campaign, my immediate thought was – since Usha Nutripress is cold press juicer, does that mean the other brands of juicers which do not use cold press generate heat? What exactly is cold press? Recently I happened to notice an article in a newspaper supplement that explained as to why and how cold press juicers help in retaining nutrition of fruits and vegetables, it also explained that other juicers actually generate heat that can destroy much of the nutrition value of fruits and vegetables. If I remember right Usha Nutripress was launched in s