Avure

What Avure does

Avure is a product brand specializing in industrial High Pressure Processing (HPP) equipment for the food industry, operating under parent company JBT Marel and headquartered in Middletown, Ohio. The company designs and manufactures HPP machines that apply ultra-high pressure to achieve pathogen reduction and shelf-life extension in foods without heat treatment, serving seafood, meat and poultry, prepared foods, beverage, dairy, and pet food processors globally. Its product portfolio spans the AV-X (the world's first expandable HPP machine), the AV-S (the world's only machine dedicated to HPP seafood processing), the AV-M scalable line (AV-20M), and the AV-10, a compact unit aimed at small and medium-sized producers. Supporting accessories include the HPP Water Filtration system and the Tilt Basket Unload Station, forming an integrated HPP processing line.

The underlying technology is centered on proprietary pressure-vessel and process-control engineering rather than software, with product differentiation claimed in mechanical architecture (expandable vessel design, seafood-specific configuration, space-saving form factor) and in operating economics such as reduced energy and maintenance costs. Avure is described as a 50+ year pioneer and global leader in HPP for food, with "world-first" and "world's only" product claims relative to competitors in this niche.

The business model is industrial capital equipment sales through direct, enterprise field sales. Customers engage via a "Get in touch" contact channel on product pages, and pricing is by custom quote rather than list price, consistent with technical consultation and customized line configurations. The revenue mix combines core HPP machine sales (AV-X, AV-S, AV-M, AV-10) with accessory sales (water filtration, material handling). Customer segmentation is hybrid: by use case (seafood, meat/poultry, prepared foods) and by size tier (SMB producers served by AV-10, enterprise processors served by AV-X/AV-M). Distribution leverages JBT Marel's global service, parts, and sales infrastructure across multiple food verticals.

Name

Avure

Website

https://avure-hpp-foods.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Avure, a product brand under JBT Marel, designs and sells industrial High Pressure Processing (HPP) machines for food processors worldwide, spanning seafood, meat, poultry, and prepared foods applications across SMB to enterprise scales.

Ownership category

akta.pro rank

Product category

Industrial Food Processing Equipment

NAICS

Food Product Machinery Manufacturing (333241)

SIC

General Industrial Machinery & Equipment (3560)

akta.pro primary industry

Filling & Dosing Machines (Liquid/Powder/Solid) (IMAHAOAF)

Keywords

• High pressure processing
• Food processing equipment
• Industrial HPP machines
• Seafood processing systems
• Food preservation machinery

Headquarters

HQ city

Middletown

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. HPP Machine Sales: Sale of industrial High Pressure Processing (HPP) machines for food processing applications. Machines range from space-saving models for small producers to expandable enterprise-scale systems.
2. Accessories and Consumables: Sale of HPP accessories including water filtration systems and material handling equipment such as Tilt Basket Unload Stations.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Avure designs, manufactures, and sells industrial High Pressure Processing (HPP) machines and supporting accessories for food processing companies. The portfolio spans scalable enterprise systems (AV-X), seafood-specific units (AV-S), mid-throughput scalable systems (AV-M), and compact machines for small/medium producers (AV-10), along with consumables and material handling accessories such as water filtration units and tilt basket unload stations.

Product overview

Avure is a brand under JBT Marel specializing in High Pressure Processing (HPP) food processing equipment. The product portfolio includes multiple HPP machine models (AV-X, AV-S, AV-M, AV-10) ranging from scalable enterprise systems to space-saving designs for smaller producers, complemented by supporting equipment such as water filtration units and basket handling stations. These products form an integrated HPP processing ecosystem for food safety and preservation across various food categories including seafood, poultry, meat, and prepared foods.

Differentiator

Problem solved

Functional benefit

Brands

• Avure AV-X: World's first expandable HPP machine, AV-40X
• Avure AV-S
• Avure AV-M
• Avure HPP Water Filtration
• Avure AV-10

Products and services

• Avure AV-X

Quantifiable outcome

• 100% meat yield in seafood processing
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Hiperbaric: Hiperbaric is the leading direct competitor to Avure in industrial High Pressure Processing equipment, offering a comparable range of HPP machines for meat, seafood, juices, and prepared foods. It is the closest functional and category peer to Avure.
• Heat and Control: Heat and Control designs and manufactures food processing equipment for meat, poultry, seafood, and snack food producers. Comparable as a specialized equipment vendor serving the same protein and prepared food processor customers as Avure.

Broad incumbents

• JBT Marel: JBT Marel is Avure's parent company and a global incumbent in food processing equipment across poultry, meat, seafood, prepared foods, and beverages. It is comparable as the broader portfolio owner of the Avure product line and a peer in industrial food machinery.
• GEA Group: GEA is a large industrial food processing equipment and solutions provider with separation, homogenization, and processing technologies used by meat, dairy, and beverage producers. Comparable as a diversified incumbent serving the same processor customers that buy HPP equipment.
• Tetra Pak: Tetra Pak supplies processing and packaging equipment to the food and beverage industry, including thermal and non-thermal processing lines for dairy, juice, and prepared foods. Comparable as an incumbent food processing technology vendor with overlapping end customers.
• Bühler Group: Bühler is a global industrial equipment manufacturer serving food processing, including protein and prepared foods segments. Comparable as a broad food equipment incumbent addressing many of the same end markets as Avure's customers.
• Multivac: Multivac manufactures packaging and processing equipment for food, including protein and ready-meal processors. Comparable as a diversified food equipment vendor competing for similar capital budgets at food processing customers.
• Marel: Marel (now part of JBT Marel) is a global leader in food processing equipment for poultry, meat, and fish. Comparable as a broad incumbent in protein processing equipment, with overlapping customer relationships relevant to Avure's seafood and meat processor segments.
• Alfa Laval: Alfa Laval supplies heat transfer, separation, and fluid handling equipment widely used in food processing, dairy, and beverage plants. Comparable as a diversified process equipment vendor whose installed base overlaps with HPP machine buyers.

Regional players

• Baader: Baader is a specialist in seafood processing equipment with strong presence in European and salmon markets. Comparable to Avure's AV-S seafood processing line as a focused seafood equipment peer serving overlapping processor customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/avurehpp
• Facebookfacebook.com/avurehpp
• LinkedInlinkedin.com/company/avure-technologies-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Avure