BIG BEVERAGE HAS BEEN MISLEADING THE PUBLIC FOR TOO LONG.
Words like "raw", "natural", and "cold-pressed" are tossed around by Big Beverage with the intention of selling people more low-nutrient, highly sweetened beverages. Real cold-pressed juice producers are in a constant battle with misleading marketing.
When a customer is shopping for juice and they have a choice between $8 raw, cold-pressed juice, or $3 "raw cold-pressed juice", how are they to know that one is highly nutritious and one is not? This confusion is intentional.
Big Beverage often uses processes and additives that aren't required to go on the label. If a chemical is something the FDA has deemed as a "processing aid", as opposed to an "ingredient", it is not required to go on the label. Consumers have a right to know what's in our juice.
Since an E. coli outbreak in 1997, it has been illegal to wholesale raw juice in the US. Big Beverage prefers it this way, as the need to HPP creates a barrier to entry for independent brands.