Organic Press: As natural as can be

ORGANIC beverages are in the news for all the right reasons. This healthy option offers a perfect detox regime and is available in so many flavor choices.

In the Middle East, more consumers know that there are heathier products available; they are also conscious of their overall food intake. But with hardly any time to prepare nourishing meals or to juice fresh fruits and vegetables, they too are willing to give up a certain portion of their money to purchase healthy products. Yes, the price of organic and natural products can be prohibitive, but if one considers the nutritious benefits, it should be worth it.

Organic Press from the UAE is one that has entered the market for natural, cold-pressed juices. In a recent interview with Food Manufacturing Journal – Middle East, Chris Vahanian, one of the founders of Organic Press, shares the vision of the company, the reason it has become a success, and the growth prospects of this organic juice segment.

Chris Vahanian, co-founder of Organic Press

Please tell us about Organic Press.

Organic Press is a homegrown company that produces fresh juices within the UAE. We have a juice bar where you can find a full selection of healthy and delicious cold pressed beverages to choose from. We also offer one, three and five day cleanse packages – each packing the rich flavors of fruits and vegetables originating from the organic food markets and farms in the United Arab Emirates and an enriching list of nutrients.

What products are available from the company?

We offer 100 percent raw organic blends, raw nut milks and juice cleanses that not only do good for your health but taste great, too. The key word here is ‘cold pressed juice’ – a technique that significantly retains natural nourishment as compared with traditional juicing methods such as blending. The ingredients are equally unique – handpicked, organic fruits and vegetables. They flood the body’s cells with vitamins, minerals and enzymes that cleanse, heal and most of all, nurture vitality. One bottle of Organic Press juice contains approximately two pounds of unadulterated, 100 percent organic produce. Our juices are not pasteurized, and with proper refrigeration they will maintain their nutritional stability and will taste crisp for up to 72 hours.

Since you combine fruits and vegetables, how many flavors do you offer?

We currently offer 16 different flavors which range from vegetable and fruit based juices, to smoothies and raw nut milks. All the flavors can be found online and ordered at OrganicPress.com.

Are the flavors a result of dedicated market research or in-house R&D?

A little bit of both. We tested the market to see which healthier range of products were needed in the market, and then used in house research and development to perfect each recipe.

How have the products been priced given the current products in the market?

They are priced based on the cost of the Organic Produce currently in the Dubai market, alongside the raw quality and non-preserved nature of each product.

How do the products help in cleansing and detoxification?

Modern day life can be hectic, which makes it hard to maintain a healthy lifestyle. Organic Press offers an effortlessly simple and truly natural solution – a range of bespoke juice cleanses. Our signature Juice Cleanses programs are brimming with nourishment and present the perfect way to detoxify, hydrate, heal and nourish your body. No mess of chopping and pressing fresh fruits and vegetables, no need for expensive equipment. Just sit back and sip your way back to true vitality.

Our cold pressed juices contain only 100 percent unadulterated, fresh produce and no preservatives, additives or sugar. So you can reap the benefits of good nutrition, just the way nature intended it to be. We all need a kick starter once in a while, as every day contributes to the build-up of toxins including pollution, plastics, chemicals processed foods, caffeine, nicotine and alcohol. Our sensitive organs and immune systems were never designed to put up with this assault on the body, and thus we are left feeling sluggish, tired and stressed, having skin break outs, carrying excess weight, and having weakened immune systems.

An Organic Press Cleanse is the perfect way to boost your detoxification systems, flush out toxins, hydrate your cells and nourish your body.

How educated are the masses to such products?

The population is still currently being introduced to such a niche product, yet the demand and popularity are increasing tremendously, and the company has seen significant growth over the past year. The products are made in our production facility located in Dubai, United Arab Emirates.

Which age and demographic is the company targeting?

The age and demographic of individuals purchasing our products are between the ages of 21-50 years, with the female population making up 60 percent. Our main target as of right now is middle to upper class since our juice cleanses are considered luxury niche products and are more on the pricier end. We also plan to expand our market soon with hopes of making the products much more accessible to the general population since everyone should benefit from 100 percent raw, organic juice.

What are the challenges of offering such products here?

One challenge is the education of why such products are beneficial to you, and why you should be consuming organic nowadays as opposed to conventional [juices]. Another challenge is to explain why such products are costlier than mass produced juice products found on shelves in hypermarkets.

We know that consuming cold-pressed juices has its benefits. Can you explain this further?

The health benefits are tremendous. You benefit from the absorption of all the micronutrients, enzymes and minerals from each organic ingredient. In one 500ml bottle, you have approximately 1.8 kilogram of vegetable and fruit content, which is more than a daily amount. All the products are completely raw, organic and unpasteurized meaning there are no additives, preservatives or any added sugar, whatsoever. Simply put, we try and put everything from a vegetable and fruit into a bottle.

What future do you foresee for these products in the UAE/GCC?

We plan on expanding aggressively over the UAE and GCC market in the next year or two, with hopes to introduce such a concept to Arab regions that are still struggling with health issues.