As a global leader in liquid photopurification, SurePure uses its patented 'Turbulator' technology and UV-C light to purify microbiologically sensitive liquids such as wine, fruit juice and milk.
According to SurePure marketing executive, Steve Miller, the FDA approval removes any doubt that photopurification technology may be used legally and safely by the fruit industry and removes the last remaining barrier to commercial exploitation of the technology for fruit juice producers around the world. "Specifically it means producers in the US and importing into the US can safely and legally use our technology."
The caveat is that the FDA has stipulated the requirement for turbulent flow under the approval. "You absolutely have to have turbulent flow to ensure truly effective, efficient and consistent inactivation of pathogens in turbid liquids like fruit juices," he adds.
From a broader perspective, he says that it also means that other fruit juice producing and consuming nations will have to acknowledge the efficacy, safety and legality of the photopurification system.
The major benefits for manufacturers of fruit juices utilising photopurification technology include less chemical intervention, with complete food safety resulting in a healthier, tastier, safe juice. "It is perfectly placed to overcome the growing concerns consumers have with the addition of artificial preservatives to juices."
The new technology is also a big win from a sustainability point of view. The photopurification method differs to the traditional methods of purification in that it uses light instead of heat treatment (pasteurisation). "It offers significant, planet-friendly energy savings without using the energy of pasteurisation. It is a far less invasive treatment of the juice, so flavours and nutrients stay intact," he adds.
With regard to the commercial take up of the technology for use in the purification of fruit juices, Miller says that it is in its infancy stages but that there has been positive feedback. "We have had enthusiastic early responses from the major international producers and large US retailers we have approached, some of whom we are seeing in the next few weeks."
African retailers are also embracing the technology. "A major retail chain, which has embraced this technology, has developed a differentiated range of juices, for which they charge a significant premium and which underpins their 'green' brand story."
With the new Consumer Protection Act and recently promulgated legislation around more accurate product labelling, Miller reckons major South African juice marketers are in for a wake-up call.
"When consumers start to understand how much preservatives are in the juices they feed their kids, or how little nutrient value is left after the ultra-high levels of heat their juice has been subjected to, some brands are going to suffer." A shift to this new technology is timeous and sensible.
The technology is also attracting attention from international alcohol brand owners and brewers, looking to use this technology for the purification of alcoholic fruit juices.
In South Africa last year, the Department of Agriculture ratified the use of this technology for liquid purification in cellars. He says that the new law is testament to the forward-thinking and proactive approach from industry leaders and legislators and helps keep South Africa at the forefront of wine and fruit technology in the world.
"South Africa and Europe enjoy the SA/EU wine agreement, which mandates reciprocity of technology, so the legalisation of the technology in South Africa and the FDA approval also paves the way to ratification by the EU, which is exciting for the company and the South African wine and fruit beverage industry."
In those countries and estates, where some fruit juices are still pasteurised, photopurification is an obvious replacement technology. "Our technology is already being used by other industries for photopurification of liquids like milk, wine and sugar syrups and we see great potential for our technology in the fruit beverage industry," he concludes.
