Cold pressing (aka “masticating”) is a process that separates the fiber from the cells of the produce, which hold all of the nutrients and live enzymes, without adding any heat. Cold-pressing retains more nutrients and enzymes because the blades don’t annihilate the veggies and fruits. The pulp is retained, so the juice has more fiber and protein and stays fresh and delicious longer because the cold press machine doesn’t expose the juice to air. Centrifugal juicers—what you might have at home or what those other guys use for your “made-to-order” juice—use a fast-spinning blade to extract juice, generating heat and destroying enzymes. It also forces air in, starting the oxidation process before the juice is even done, which can further compromise nutrients. The cold-pressing process does not generate heat, and is better at extracting all of the enzymes from the produce’s fiber, since it’s slow and deliberate. You also don’t have to drink it immediately to get all the benefits.a