Effective use of HPP is about more than the machine - Avure

By Rory Harrington

- Last updated on GMT

Related tags: Marketing

Successful use of high pressure processing technology (HPP) is less about the machine and more about a product’s passage to market, Avure’s Glenn Hewson told FoodProductionDaily.com at Anuga FoodTec.

Clearly the equipment has a big role to play but there are other key steps to ensuring that a product completes the journey from the drawing board to retail shelf, said the global marketing vice president in Cologne last month.

It begins with advice on product formulation – often reformulation – from scientific experts, followed by steps such as the most appropriate packaging technology.

Marketing, branding, and advertising are also vital ingredients in a successful launch, along with training on how to use and maintain HPP systems, which are complex pieces of kit, he added.

Related topics: Processing & Packaging

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