If it seems like we here at Mamamiafoods are on a crusade against the scam artists who plague the global food markets, there’s a good reason for that: we are. When you’re a producer of high quality, authentic products, it’s hard not to take it personally when corner-cutters and deceivers play on consumer ignorance and ride the coattails of your industriousness and dedication. Let me give you an example.Mamamiafoods recently partnered with the largest blood orange juice manufacturer in Italy. As part of our business strategy, we’ve made educating consumers about the health benefits of blood orange juice and also not-from-concentrate juice a priority. As part of this strategy, we’ve been doing research and compiling references and data and such. Well today this webpage caught my eye when it was returned via a google search for a study on the subject: Understanding Concentrate Juice. Let me draw your attention to the section titled Nutritional Values:
When compared to not-from-concentrate juices, the actual concentrated forms of similar fruit juices provide equal nutritional content. However, much like dried fruit, one serving size of non diluted concentrate juice compared to an equal serving size of not from concentrate juice will greatly differ in nutritional content.
When fresh fruit gets dried, it loses all of its natural water content, shrinking in size. This process works identical in fruit juices as well. The natural state of freshly squeezed fruit juice contains far more water weight volume than that of a concentrated comparison. Consequently, one cup of non diluted concentrate juice will contain purely sugars and nutrients found within the fruit, while the same serving size of bottled juice varieties will contain only a fraction of those same nutrients.
If this reads to you like an attempt to make concentrated juice out to be equal to or greater in nutritional content to not-from-concentrate juice, know that that is the intent. This is shameful in that it’s designed to prey on ignorance. Of course undiluted, concentrated juice is more nutritious: you’re talking about a thick, molassesy (is that a word?) syrup. Consumers don’t drink undiluted concentrate! Rather, if you buy a non-freshly-squeezed juice from the store, it’s “FROM CONCENTRATE” meaning it has been diluted back down with water (and additives and preservatives, but that’s a different discussion)! The point being there’s no such thing as a “serving size” of concentrate because that’s not how it’s sold, so what possible reason would there be to compare equal quantities of the two items? Well, trickery. This is just one sneaky trick among many that food producers use against unwitting consumers. “Lies, damned lies, and statistics…”