ervation ▁method ▁such ▁as ▁H PP ▁or ▁paste ur ization ▁in ▁order ▁to ▁extend ▁sh elf ▁life ▁and ▁kill ▁potentially ▁harm ful ▁micro organ isms . ▁P aste ur ization ▁or ▁H PP ▁allows ▁the ▁ju ice ▁to ▁be ▁stored ▁for ▁about ▁ 3 0 ▁days . ▁Without ▁paste ur ization , ▁as ▁for ▁typical ▁home - made ▁ju ices ▁stored ▁in ▁a ▁re fr iger ator , ▁significant ▁de grad ation ▁of ▁ph y to chem ical s ▁and ▁mic ron ut ri ents ▁occurs ▁within ▁ 6 ▁days . ▁ ▁Indust ry ▁Starting ▁with ▁Li qu iter ia ▁in ▁ 1 9 9 6 , ▁cold - pressed ▁ju ice ▁bars ▁first ▁emer ged ▁in ▁New ▁York ▁City ▁and ▁have ▁since ▁spread ▁intern ation ally . ▁Though ▁the ▁size ▁of ▁the ▁cold - pressed ▁ju ice ▁industry ▁is ▁not ▁independently ▁track ed , ▁the ▁ 2 0 1 3 ▁estimates ▁r anged ▁from ▁US $ 1 . 6 ▁billion ▁to ▁US $ 3 . 4 ▁billion . ▁ ▁N ut ri ent ▁pres ervation ▁Cold - press ing ▁does ▁not ▁preserve ▁ph y to chem ical s ▁or ▁mic ron ut ri ents ▁better ▁than ▁conventional ▁cent rif ug al ▁ju icing ▁or ▁bl ending . ▁Color ▁and ▁phys ico chem ical ▁composition , ▁including ▁poly phen ols , ▁car oten oid s , ▁vit amin ▁C , ▁and ▁ant io x id ant ▁capacity , ▁were ▁not ▁different ▁among ▁ju ices ▁of ▁various ▁tropical ▁f ruits ▁prepared ▁using ▁a ▁cold