The opening enables the brand to grow its market share considerably in the $1.6 billion premium juice industry.
The $70 million, 264,000 sq. ft. juicery, one of the largest (in dollar sales) high-pressure processing juiceries in the U.S., will significantly boost production, innovation and distribution capacity for the company. Once fully operational, it will employ 190 people, including 65 newly created positions.
The new facility is Starbucks’ sixth manufacturing site in the U.S., adding to its existing network of five roasting plants in Kent, WA, York, PA, Sandy Run, S.C., Carson Valley, NV, and Augusta, GA.
“We believe cold-pressed is the future of juice,” said Chris Bruzzo, general manager of Evolution Fresh, in a statement. HPP processing, used since the 1990s (but only recently marketed actively to consumers) to help maintain food and beverages’ nutrients, flavors, colors and textures that can be lost during heat treatment as well as boost shelf life, was pegged by the Hartman Group as one of the top trends to watch in 2013.
Since Starbucks acquired Evolution Fresh in 2011, the brand has exceeded its aggressive growth plans to be in more than 8,000 Starbucks and grocery retailers by the end of calendar year 2013.