The beverage industry is constantly diversifying its offer. Today, the juice industry produces some of the most popular beverages in the world. The global fruit juice market reached a volume of about 46.8 billion litres in 2022. The market is further expected to grow at a CAGR of 2.1 percent in the forecast period of 2023-2028 to reach a volume of 53 billion litres. On the basis of flavour, the global fruit juice market has been segmented as orange, apple, mango, mixed fruit, and others. It is widely considered one of the healthiest bever-ages because of its wide range of health benefits which include the ability to boost the immune system, reduce signs of ageing, protect against cancer, boost cellular repair and metabolism, detoxify the body, improve blood pressure and lower cholesterol levels.
Turkey-based Only Fresh is the first and only company in the area to use the ground-breaking cold press and high-pressure processing techniques to make 100 percent cold-pressed juices, lay-ing the groundwork for a super-premium juice category in the Turkish market. Juices made using cutting-edge technology are of high quality and maintain all of their vitamins, minerals, and wonderful fresh flavour.
“The key features of Only Fresh is that all our products are Always Raw, Never Heated, and Made Cold. For the first time in Turkey, we use the combination of the two most innovative technologies - Cold Press and High- Pressure Processing (HPP) - to produce 100 percent raw juices with a safely extended shelf life of 45-70 days. Each Only Fresh product is supported by the lab report showing that all the vitamins and nutrients are intact; which is then reflected on the label made according to the FDA standards, indicating the exact percentage of vitamins present in each juice”, claims Taleh Baghiyev, Founder & CEO of Only Fresh.
Only Fresh, which was founded in 2020, is Turkey’s only company certified by the Cold Pressure Council, a U.S.- based organization that leads, supports, and promotes industry standardization, user education, and consumer awareness of High-Pressure Processing, as well as creating and formalizing industry best practices. The company’s goal is to inspire individuals to take a conscious approach to their health and well-being, putting only fresh and healthy nutrients into their bodies.
Keeping Health at the Centre of it All
The global market witnessed an extraordinary rise in consumer demand for clean-label items both during and after the global pandemic’s onset.
Now that individuals are paying close attention to their daily nutrition, there is little doubt that the market for unprocessed foods and drinks is expanding. Only Fresh produces raw juices, smoothies, and immune shots made from fruits and vegetables with high consumer demand worldwide, including pomegranate, cherry, peach, and apricot, to name a few.
With the vision to produce the freshest products that would allow people to experience the true flavour of fruits and vegetables - without added sugar, additives, or processing - Only Fresh is now the only super-premium juice manufacturer in Europe for raw HPP pomegranate, cherry, peach, and apricot juices.
“Only Fresh is currently in the negotiation process with several premium brand distribution companies in Turkey, as well as with coffee shop chains for the distribution of Only Fresh products, and several export opportunities are being evaluated for big supermarket chains. We would love for our products to reach the customers both across Turkey and abroad, making the superfood items like pomegranate juice available in more countries”, says Taleh Baghiyev.
A variety of nutritious foods, such as soups, smoothie bowls, and spreads like guacamole and hummus, are being developed by Only Fresh in addition to their line of healthy beverages. With the latest technology to preserve all the vitamins without pasteurization, sweeteners, or additives, Only Fresh is also creating a line of baby food pouches that follow the same principles as their juices, fostering healthy eating habits from a young age.
Working Towards a Healthier Future
Clients expect to receive exactly what the label claims the product contains - vitamins, nutrients, and minerals. Eat your food as your medicine, says Taleh, or else you’ll have to eat your medicine as food. In order to supply products that could play a role in improving the general health of the community, Only Fresh has teamed up with the greatest premium-quality juice machinery producers and invested in HPP equipment. The business intends to gradually increase the variety of superfood juice, smoothie, and shot options, create several lines of baby food for various age ranges, increase the selection of healthy snack options, and make Turkish cuisine delicacies and elixirs accessible to a wider audience by safely extending their shelf lives.
Nature has provided us with everything we need to stay healthy, and the healthier our diet is, the less likely we are to need medications later in life
Taleh adds, “Nature has provided us with everything we need to stay healthy, and the healthier our diet is, the less likely we are to need medications later in life. It is our greatest joy to produce fresh products and help our customers to form healthier eating habits, bringing them one step closer to a healthier life”.
Taleh Baghiyev, Founder & CEO
Taleh Baghiyev had an extensive background in education and publishing. During the period of collaboration with international private schools, one of the areas that were particularly important for Baghiyev was proper nutrition and the provision of healthier options for children in school cafeterias. That is how he formed the first partnership with Goodnature, one of the oldest cold-pressed equipment companies in the U.S., and the expert nutritionist, Ari Saxner. The main goal was to provide schools with 100 percent juices without any additives - which at the time did not exist in that part of the world.
After several years of studying the leading equipment providers, and methods to safely extend the shelf life without losing the vitamins and nutrients of the fruits and vegetables - Baghiyev has partnered with Hiperbaric, the world’s leading HPP machinery producer - making Only Fresh the first company to implement this method in Turkey. The idea to make the super-premium fresh juices made in Turkey available globally was closely supported by the CEO of Hiperbaric, Andres Hernando.
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