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FitChef Juices

FitChef’s product line continues to grow as the health food company acquires Nurish Juice Co

FitChef’s product line continues to grow as the health food company acquires Nurish Juice Co

Nurish Juice Co, a South African company that produces 100% cold pressed fruit and vegetable juices, is joining the FitChef team as of end August 2017. “The Nurish mindset of transforming lives through conscious nutrition choices is a perfect match for FitChef and we are excited to annouce that we have acquired the Nurish brand,” says Wayne Kaminsky, co-founder and owner of FitChef.

FitChef focuses on high quality and nutritious ingredients, so adding Nurish juices to their product list was a logical next step for FitChef management.

One of the reasons Kaminsky decided to acquire Nurish is that the locally owned juicing company ensures the best methods of production are used to produce healthy and nutricious juices.

Nurish founder Helanki Stander says, “Partnering with Fitchef allows us to not only to offer a drink clean solution but an eat clean diet as well. Plus, we’re thrilled that Nurish will now be available in many other areas in South Africa and not only Johannesburg.”

She adds, “We have carefully developed a range of juices, each with a specific purpose for the body in order to help individuals achieve their best level of health.” Some examples of Helanki favourite juices on offer include the Bright I Juice, which contributes to eye health and anti-ageing due to its high beta carotene content and the Soother Juice, which contains both celery and cucumber both of which are soothing vegetables. “This juice will help with skin quality and keep you hydrated with electrolytes, as well as alleviate inflammation in the body. We usually suggest the Soother Juice if your body needs hydration and restoration.”

Kaminsky intends to continue the Nurish 100% raw and 100% cold pressed method of extracting fruit and vegetable juices. Both new and existing customers can be assured that the same quality will continue under the new ownership.

Cold pressing is a method of extracting juice from plants without damaging enzymes or breaking down nutrients with high levels of heat or oxygen. This ensure that the juicing process takes every keeps the health-giving properties intact and produces pure juice that stays fresh for 72 hours.

By contrast, a more common form of juicing that extracts and imparts less nutrients is centrifugal juicing, which relies on a metal blade that spins at great speed against a mesh filter to separate the juice from fruit and vegetable solids. This method not only extracts juice that that is less dense with vitamins, minerals and enzymes than cold-pressed juice, but the spinning blade brings high temperatures and oxidation into the equation, changing the juice’s chemistry and hastening its deterioration.

FitChef’s #EatClean ethos means that customers will never find artificial ingredients in the range of Nurish juices or in any other FitChef health food item. Start Shopping and order online here.