SPECIAL SUPPLEMENT

Juices, Purées &

Superfruits 2012
The fruits of your success
begin with cost effectiveness

Introducing a new line of fruit bases and compounds

Gan Shmuel creates original solutions for a range of beverages, dairy products and fruity innovations.
Combining quality, cost efficiency and unique fruit ingredients with a creative approach, Gan Shmuel’s bases and
compounds are tailor-made to meet your needs, giving you a competitive edge in a dynamic and colorful market.
Dagesh

Tel: 972-4-6320039/40/41, Fax: 972-4-6320032/70, E-mail Marketing: marketing@ganshmuel.com, www.ganshmuel.com

 Juices, Purées & Superfruits 2012

Not the best

CONTENTS
Not the best
of years
of years 3
Pulp friction 4
Orange is dominant 6
BY NEIL MURRAY PINEAPPLE JUICE CONCENTRATE 1992-2003
The rising cost NOTHING seems likely to pull
2300
2100 2000
2100
2000
1900 1900
of açaí 8
1900 Source: FOODNEWS 1950 1950 1750
demand for 100% fruit juices 1700 1600 1700
1900
1800 1600
out of the doldrums this year. 1500
1300 1350 1300
1450 1550 1400

The US has fallen out of love 1300 1200 1400

Concentration
1200 1300
1250 1300
1100 1200 1250
with orange juice in all its 900
1150 1100 1050

slipping 9
USD/tonne fob
forms. Europe has lost interest 700

in FCOJ. China is virtually 500

Oct-11
Aug-09

Apr-11
Apr-05

Apr-06

Feb-07
Apr-07

Apr-09

Apr-10

Apr-12
Jan-12
Sep-08

Jan-09

Nov-11
Nov-05

Nov-06

Nov-08

May-09

May-11
Dec-10

Jun-11

Jun-12
Jun-06

Dec-07
Jun-08

Jun-09

Jun-10
Jul-07

Mar-10

locked out of the European
The price of AJC market, and apple and
passion 12 orange are both presently too
expensive for the emerging
markets upon which juice
Squeezed on both manufacturers were pinning
sides 14 their hopes.
The irony is that there is also a
cheap juice, and nobody seems
Avoiding the crush 15 interested in it. In 2011, Thailand
had a bumper pineapple harvest,
Papaya: its varied and this at a time when demand
for the product was already
attractions 18 waning in Europe and the US. PJC
prices had peaked the year before,
Pomegranate tops at around USD2 100-2 200 per
tonne fob, and interest in the
the charts 19 product rapidly dwindled. With
the large harvest came price cuts:
however, for some reason these
SPECIAL SUPPLEMENT
did not stimulate demand. This
Juices, Purées & was especially odd, as the bumper
Superfruits 2012 harvest was flagged up at the
The fruits of your success
FOODNEWS Juice Asia confer-
begin with cost effectiveness ence in May 2011. It is possible
that buyers deliberately held back,
reckoning that prices might fall
even further. “But it is lack of
Mar-12
more attractive due to the obvious quietly snapped up stocks. At a
price reductions. Unfortunately, time when prices of the other
the price increases of 2011 major juices, apple and orange,
negated the duty cut, and then the are high, it is bizarre indeed that
EU changed its mind at the begin- PJC, now cheaper than it has been
ning of this year and decided that for four years, cannot attract
there was to be a notional duty buyers. Nobody is interested in
payable, but that juice bottlers and the product.
processors could obtain an exemp- For juices generally, this is not
tion certificate and pay no duty. a good year. Virtually all FOOD-
The extra paperwork exasperated NEWS sources and contacts fear
importers and traders who were that the world is falling out of
not making much (if any) money love with pure fruit juice. They
from pineapple juice anyway. could be right. The future could
The problem remains with the lie in all manner of beverages with
large inventory built up last year a less than 100% juice content, in
when prices were too high. Specu- which case juice manufacturers’
lators know it has a limited shelf R&D departments will have to
life and, it is believed, are waiting move away from merely lending
for rock bottom prices before step- into real innovation: tailoring
ping in, though some major juice-containing products for new
blenders are believed to have tastes and sectors.
THai pinEapple production ('000 tonnes)
2900
2815
Source: FAO, Great Giant Pineapple, FOODNEWS
2700
2705

interest in pineapple, I think, more 2500

2371
2300
than anything,” said a commenta- 2300
2248
2183
2278
2087
tor at the time. 2100
2083
2078
2100

Introducing a new line of fruit bases and compounds Thai PJC was made duty-free 1900 1986 1899
1900
1894
into the EU a couple of years ago,
Gan Shmuel creates original solutions for a range of beverages, dairy products and fruity innovations.
Combining quality, cost efficiency and unique fruit ingredients with a creative approach, Gan Shmuel’s bases and
compounds are tailor-made to meet your needs, giving you a competitive edge in a dynamic and colorful market.
1700 1786
1738
and it was confidently expected
Dagesh

1500
Tel: 972-4-6320039/40/41, Fax: 972-4-6320032/70, E-mail Marketing: marketing@ganshmuel.com, www.ganshmuel.com

that this would make the product 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

FOODNEWS is published by Informa Agra, IBI, Guardian House, 119 Farringdon Road, London EC1R 3DA, UK. © FOODNEWS 2012. All rights
reserved. No part of this publi­cation
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 Juices, Purées & Superfruits 2012

Pulp
friction New EU duties on fruit purée imports
stir up the market

FOODNEWS
BY AMY BOOTH producing nations – Chile, south african pulp/puree production, tonnes
Argentina, Greece and South 2007/08 2008/09 2009/10 2010/11 2011/12
THIS year, the short South Africa.
This is apeachproof of and
your advertisement
The figures (see graph booked to appear in
Peaches 14,225 13,458 12,758 16,383 18,666
American harvest
Pears 4,196 6,336 6,695 9,171 9,429
JUICES, PUREES & SUPERFRUITS 2010
revised duties into the EU
have kept the peach purée
opposite) start one year after
Chile burst onto the scene in Apricots 8,840 6,565 8,461 5,692 10,038

Please
market exciting. forward
Figures from 2002. any Thiscorrections
was when Carozzi by Total
return. 27,261 26,359 27,914 31,234 38,133

If there are no changes, please confirm by email:

CANCON11, the 11th World started to produce peach purée. Source: CFPA/SAFVCA

Canned Deciduous Fruit In 2003, there was a frost in

Conference, help to clarify the Charlotte
current global situation. charlotte.smith@informa.com
Presenting on the global
industry, Costas Apostolou,
president of the Greek Canners’
Association, showed total peach
purée production figures since
2003 for the four major
Smith
Greece, and indeed, this is the (2008-09). Not the most stable of “Peach purée production
lowest figure on record. Since products, then.
then, production has fluctuated Nature is behind much of this
has been known to
considerably. On a yearly basis, – after a disaster situation in rise by over 50% and
peach purée production has been marketing year 2007/08, which fall by 30%.”
known to rise by over 50% to runs from April to March in the
140 200 tonnes (2006-07) and fall southern hemisphere, Chile was
by 30% to 92 000 tonnes left with massive over-supply. 250 tonnes of carryover (see
However, much of it was table). The country experienced
conveniently destroyed in the not only very hot weather –
earthquake of February 2010. which was, according to one
Since then, drought has packer, the warmest two to three

&&RUITßJUICEß
RUITßJUICEß
reduced harvest volumes due to
smaller fruit size – but this is
more of a problem for canning
weeks since he had lived in
Mendoza – but also frost damage
in the northern area. Here, the

HANDLINGß than for pulp. Lower overall fruit quality was good, meaning
volumes may be balanced out by that more was used for canning.

SPECIALISTS
smaller fruit being diverted to Argentina exported 73% of its
the purée industry, which does produce this year, with the rest
not have the same, exacting size going to the domestic market.
„ß !LLßSERVICESßATßONEßLOCATION standards as the canning Greek peach purée production
industry. fluctuates, too. In 2011, the
„ß #OLDß3TORAGE Prices have been rising in processing peach harvest was
„ß 4HEßLATESTßINSTALLATIONSßFORß response to these reports of a bad slightly lower than expected
$E DRUMMINGßDE BINNINGß harvest – back in February, deals (FOODNEWS 2 September
CRUSHINGßBLENDINGßANDßDRUMMING were being made at prices as 2011). Canning production
high as USD1 400/tonne. remained stable, meaning that it
„ß ,ABORATORYßSERVICES However, the overall supply was purée which took the
„ß )DEALLYßSITUATEDßATßDEEPßWATERßINß picture may not be so bad. Final shortfall. Production for the
THEß&RUITPORTß!REAßINß2OTTERDAM Chilean production for the 2011-12 marketing year
„ß #ONSTANTLYßINNOVATING
2011/12 season was quoted at (September to August in the
54 000 tonnes, up from 51 000 northern hemisphere) was quoted
tonnes in 2010/11 and a mere at 25 500 tonnes, down from
40 000 tonnes in 2009/10. 42 400 tonnes, although overall
In Argentina, however, exports were up slightly at
4ß ßßß
production is indeed down 279 585 tonnes..
)ß WWWHIWANL
slightly – 2011/12 production is One country which has seen a
estimated at 18 800 tonnes plus distinct rise in purée production
3ERVINGßTHEßFRUITßJUICEß chilean puree production (tonnes, 28/32o Brix)
INDUSTRYßEXCLUSIVELYß 2008/9 2009/10 2010/11 2011/12
FORßMOREßTHANßßYEARS
Peaches 61.000 40.000 51.000 54.000
Pears 24.000 23.500 25.500 24.000*
Apricots 2.300 2.300 2.000 1.800
Marketing year: South Hemisphere April to March. North Hemisphere September to August. Source: ChileAlimentos
HIWA 06-2308 AdvertentieWT.indd 1 26-07-2006 13:34:57

4 www.agra-net.com © Informa UK Ltd 2012 - FOODNEWS® June 2012

 Juices, Purées & Superfruits 2012

puree production (chile, argentina, south africa, greece) “South African canned
PUREES
PUREEE 30030/32°
/ 322o(in((in
intonnes)
tons) peaches are renowned for
their quality. Buyers look
Source: Greek Canners' Association
for characteristics such
140,200
131,500 132,400
as uniform size and even
117,000 colour across the fruit.
Peach purée is, by its
101,300
92,500 92,000
nature, not such a
78,000
quality-driven market.”

58,600 had been common in the

2003 2004
in the 2011/12 season is South
Africa. It produced 18 666
tonnes of peach purée in
2011/12, the highest in at least
five years and the peak of a
three-year consistent rise (see
table).
South Africa had ideal
weather conditions during the
season, with contacts seeming
satisfied all round.
Purée seems to be coming out
on top in an industry which is
experiencing problems
elsewhere.
Just off the edge of the map in
these figures is the devastating
frost which hit the country in
2006, bringing canned peach
exports down from 80 157 tonnes
preceding years.
With higher production
despite lower replantings in
South Africa and the recent EU
reclassification of peach purées
2005 2006 2007 2008 2009 2010 2011 the market will remain in motion
and the balance will continue to
in 2005 to 53 830 tonnes in 2006. that all exports to Russia under shift.
Data from GTIS shows that commodity code 200870 were The Greek economy will have
exports of canned peaches have peach purée, rather than canned a part to play, too. South Africa
yet to recover from this. It is peaches. In the first quarter of may not do as well next year if it
interesting that pulp in particular this year, Russia took 2 641 has anything less than the ideal
should be doing so well. Prized tonnes of peach purée from harvest conditions it enjoyed this
by high-end markets such as the South Africa. The previous year, year – but then, Chile and
bakery sector, South African an anomalously low 183 tonnes Argentina would be unlucky to
canned peaches are renowned were taken in that period, but suffer from this year’s unusual
for their quality. Buyers look for figures between 1 000 and 1 400 weather conditions yet again.
characteristics such as uniform total PULP production (tonnes, 30/32o Brix)
size and even colour across the
2007/8 2008/9 2009/10 2010/11 Carryover 2011/12
fruit. Peach purée is, by its 2010/11 (final est)
nature, not such a quality-driven Peaches 24.200 20.400 11.000 22.100 250 18.800*
market. (75% exp)
Demand from Russia, Pears 6.000 7.300 2.750 6.000 0 8.000*
traditionally an important target (75% exp)
market for peach purée, could be Apricots 2.800 4.500 700 6.100 0 1.500
fuelling production. (75% exp)
CANCON11 delegates were told * 73% exports - 27% local market

© Informa UK Ltd 2012 - FOODNEWS® June 2012 www.agra-net.com 5

 Juices, Purées & Superfruits 2012

Orange is
dominant
BY EMMA SLAWINSKI
But Indonesia's growing middle class
also has a taste for superfruits
volumes, at just 3% in 2011. With a does Ale Ale from PT from Orang Tua, branded Fit
95% share of the market, still Wings Food – one of the Active.
THOUGH it has a place drinks (containing 0-25% juice) are leading brands in the still Heavenly Blush,
among the N-11 countries and by far the leading category, supply- drinks category and sold at launched last year, is a
is the fourth most populous ing a wide variety of flavours at a a very low price point. similar drink, combining
country in the world, Indonesia lower price point. Minute Maid’s Pulpy drinking yogurt with fruit
has yet to make a splash in However, orange flavoured juice drinks have also con- and vegetables.
terms of its con- drinks still account for almost 70% quered Indonesia, with sales Packaged in 500ml PET
sumption of juice in of the total – meaning there is taking off quickly since bottles, the products sell at
comparison with plenty of room for innovation and 2008. IDR3 900 (USD0.41) in
the top Asian growth for alternative flavours. Low explained that hypermarkets or between
market, China. In juices, the top brand is superfruit drinks are taking IDR4 000-6 000 in conve-
However, given Buavita, followed by Love Juice off, thanks to their health nience shops. Other types of
the rapidly growing and Sunkist, but these three credentials, and marketers dairy drinks are also popping
wealth in the country together account for less than half active within this segment up, such as Vitamilk Prebio-
and its population of of the total market. In nectars, the include Suntory-owned Tipco Thai- tik Smoothie, in fruit flavours.
240 million, there is top brands are Jungle Juice, Berri land, which produces 100% Low identified the biggest chal-
good reason to be and Country Choice, making up superfruit juices in flavours such as lenge for juice and juice drinks
optimistic for the just over half the market. cherry berry, cranberry and mixed marketers as coming from the fresh
future of the country’s Buavita, produced by PT Unile- fruit, prune and grape, and goji fruits and freshly squeezed juice
juice sales. ver India, is the leading brand in berry and mixed fruit, promoting channels that are ubiquitous in
According to data carton format, and is present benefits such as antioxidants, Indonesia, as in other parts of Asia.
presented by Henry in the juice, nectars and still vitamins, minerals, stimulation Final suggestions for juice com-
Low of Canadean, drinks categories. of collagen and clotting panies wanting to tap this market
fruit juice volume Berri, a leading juices prevention. were to use juice to break into other
sales in the whole of Asia are brand from Australia which Love Juice from PT Hale categories, such as RTD teas and
expected to continue growing at a is marketed by PT Berri International is another carbonated drinks, and to produce
steady pace, to reach nearly 50.0 Indosari, is one of the example, and this range of functional juice drinks. These might
million litres in 2017, from just most famous brands of fresh, PET-bottled drinks include lactic acid drinks with
under 30.0 million litres in 2011. nectars in Asia. includes a pomegranate added fruit or vegetable juice;
Indonesia, meanwhile, is forecast to Still drink, Frutang, juice. superfruits, or still drinks with
reach a volume of more than 1.4 from PT Tang Mas, a There are also more health benefits pitched at a lower
million litres in 2017, from just local beverage company adventurous products hitting price point. In order to strengthen
300 000 litres in 2005. that also produces pack- the market, such as a dairy the route to market, he also recom-
Currently, Indonesian consump- aged water and RTD tea, drink containing fruits, vege- mended looking at on-premise
tion of fruit juice is only a small comes in polypropylene tables and yogurt that spans consumption in restaurants and
part of overall still soft drink cups with peel-off lids, as (at least) two categories, hotels.
We sell only top quality raw materials
to the European fruit juice industry,
from friendly and reliable producers
to friendly and reliable customers
We have audited and chosen the most
reliable suppliers of fruit juices and purees
from AFRICA, ARGENTINA, BRAZIL, CANADA, CHINA, COSTA
RICA, ECUADOR, FLORIDA, GERMANY, GREECE, INDIA,
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In France fruit juice means Levy Group International

Member of Unijus

COMPETITIVE PRICES - QUALITY

SERVICE - RESPONSIBILITY
are key to the success of
Levy Group International,
the “Juice People” since 1973.

Levy Group International 83 Avenue André Morizet, 92100 Boulogne (France )

Tel : 33 1 46 03 82 44
Fax : 33 1 46 03 84 00
Email : bureaujpl@wanadoo.fr; jplbureau@wanadoo.fr
 Juices, Purées & Superfruits 2012
The rising cost
of açaí
BY VLADIMIR PEKIC
PRICES of açaí berries in
Brazil have increased in the
first quarter compared with
the same period last year, as
demand for the fruit continues
to rise and supply remains
tight. Açaí fruit is used as a
raw material by industry to
produce ice cream, jelly, bev-
erages and energy foods.
The average price of açaí
berries paid to fruit gatherers in
Brazil’s northern Pará state, the
largest producer of açaí berries in
the country, reached BRL1.98
(USD1.04) per kilo in February,
up 37% on the BRL1.44/kg price
8 www.agra-net.com
Demand is pushing up the price of
the Brazilian berry
paid in February of last year. The
guaranteed minimum price for the
2011/12 crop in Brazil amounts to
BRL0.83/kg.
This trend of rising açaí prices
is not limited to the market in
Pará. Average prices paid out to
açaí gatherers this year have risen
in five out of six leading producer
states, a fact that is being attrib-
uted to a low supply of the
product, said Brazil’s National
Supply Company (CONAB) in its
regular report on the açaí market
issued in March.
Açaí production in northern
Brazil is traditionally lower in the
first half of the year, which coin-
cides with the rainy season in the
region, when around 20% of the
overall annual production is har-
vested. The offer of açaí berries
increases significantly in the final
months of the year, when the
remaining 80% of the crop is
gathered.
“The principal reason for the
scarcity of açaí that local consum-
ers face during the best part of the
year is the opening of new
markets for the product, which
contributes to the shortage of
berries, principally in the period
between two harvests, which lasts
between January and July,”
explained CONAB in its annual
report.
When harvesting in the princi-
pal producing season starts, prices
start to drop. For example, the
average producer price of açaí
berries in Pará fell to BRL1.39/
kg at the start of harvesting in
August 2011. The state accounts
for almost 90% of the total açaí
berry production in Brazil.
Brazil’s national production of
açaí fruit amounted to 124 421
tonnes in 2010, up 7.3% from
2009. Pará state accounted for
87.1% of the national production
that year, followed by Maranhão
(8.9%), Acre (1.4%) and Amapá
(1.2%).
In the states of Pará and
Amapá, where açaí is also an
important component of the diet
of the local population, the
product has a consolidated
market that has strong demand
for freshly processed açaí-based
beverages. Consumption of the
fruit gradually spread across the
country as tourists who tasted the
fruit in northern Brazil continued
to demand the product when they
come back to their home states.
In order to meet burgeoning
demand, the processing industry
began producing açaí fruit pulp
and started exporting it from
northern Brazil in frozen or pas-
teurised form. São Paulo-based
© Informa UK Ltd 2012 - FOODNEWS® June 2012
“Consumers in the state
capital Belem consume
daily around half a million
litres of açaí. We are
talking about a basic
foodstuff.”
trading company ABN8, which
assists companies that wish to
export or import the product,
recently discovered great demand
for açaí juice in Hong Kong and
the Chinese markets and exports
for consumers in the Far East
began in April 2011. Acceptance
of the product in China has been
fast, due to its antioxidant traits
and unique phytotherapeutic prop-
erties, said ABN8 director Alfredo
Novais. Açaí juice is being
exported in three flavours to
China: pure açaí, açaí with banana
and açaí with guarana.
But the primary market for açaí
products, for the time being,
remains local and consumption in
the form of freshly made ready-to-
drink açaí is facing certain specific
challenges. In order to boost the
availability of higher-quality açaí
beverages across the state, the
Pará state secretariat of agriculture
(Sagri) will put into practice a
pilot project designed to eliminate
all sources of fruit contamination
in local processing of açaí.
“To illustrate the importance of
açaí in the economy of Pará, I will
mention that consumers in the
state capital Belém consume daily
around half a million litres of açaí.
We are talking about a basic food-
stuff as Pará inhabitants have the
habit of consuming açaí on a
regular basis,” said Pará agricul-
ture secretary Hildegardo Nunes.
Disease problem
The chief problem that plagues the
state’s açaí beverages market is
that local açaí production is
continued on page 20
 Juices, Purées & Superfruits 2012

Concentration
slipping The decline in demand for FCOJ in
the US and the EU may not be a blip
BY NEIL MURRAY a volume rate of around 7% per EU27 FCOJ IMPORTS (TONNES)
year. To some extent, this has been 1100000
THE global fruit juice industry due to the weak economy: consum- Note: New countries acceeded to EU in 2007 and
2004 - these are not counted in this chart
is expecting the FCOJ price to ers have been cutting back their 1000000
984151

fall. It is already a few hundred spending. However, the underlying Source:GTIS

896144
dollars off its late 2011/early trend seems to be that US consum- 900000 841462
2012 peak, and the only thing ers are simply moving away from
806153
that looks likely to bolster the pure fruit juices, full stop. There is 800000
786685

price is a hurricane hitting too much competition from other 740215

784590
Florida and seriously damaging types of beverage. Soft drinks, car- 700000 737672
729395
its orange crop. bonated or not, juice drinks, tea
FCOJ prices ended 2011 at his- drinks, dairy drinks, bottled water 600000 644400 650901
626144
toric highs because of the high raw (which lost sales in the worst of the
material price. There has been recession but which has picked up 500000
517707

strong demand for fresh fruit since), beer and simple cheap tap
(exactly the same problem as has water.
assailed China’s AJC industry) and The decline in US fruit juice
the Big Four Brazilian processors consumption is not a recent phe- an economically-forced blip, but is Commission has just cut its adver-
(now on their way to becoming the nomenon. In 1998/99, per capita actually in the middle of a major tising budget by 10% because of
Big Three, due to the Citrovita/ consumption was about 5.7 gallons revision and restructure. If this is revenue losses. With a predicted
Citrosuco consolidation) evidently per year. In 2010/11, it was down the case, then when it is finished, decline of three million boxes in
saw no alternative to adding to about 3.5 gallons/year, according fruit juices will occupy a much the 2012/13 orange crop, budgets
another USD50 or so per tonne to to the USDA. Over the same lower rung on the ladder than they will be squeezed further.
the already high FCOJ price, period of time, grapefruit juice did before, and are unlikely to Something similar is happening
putting it at USD2 750/tonne. consumption more than halved, move off it for some time, if at all. in Europe, but the effect is not
Brazil has done well to hold falling from about 0.58 gallons/ The industry ought to prepare for quite so pronounced. FCOJ exports
onto the high price for as long as it year to about 0.25 gallons/year. such a major change. to the EU have been slipping for
has. US retail domestic demand is The possibility, maybe the like- It is not as if a major marketing some time, and nobody that
in an appalling slide. For the last lihood, must be faced that the US campaign is likely to reverse the FOODNEWS knows seems to
few years, it has been declining at beverages market is not suffering trend. The Florida Citrus think that they will rebound: not in

© Informa UK Ltd 2012 - FOODNEWS® June 2012 www.agra-net.com 9

 Juices, Purées & Superfruits 2012

the foreseeable future, anyway. development. That trend was CHINESE FCOJ IMPORTS (TONNES)
The one bright spot in the Euro- abruptly halted by the sub-prime 80000
pean juice market is the demand mortgage crisis and the fall in real 73324
70000
for NFC orange juice. estate values, but acres put under Source:GTIS 61981 64954
In 2008, at a juice conference, concrete are still not likely to be 60000 57723
FOODNEWS suggested that the turned back into citrus groves any 51055 61077
50000
NFC orange juice market might time soon. Just over a decade ago, 49004
45612
prove relatively recession-proof. Florida had about 80 million 40000 43387
Early indications were that sales bearing citrus trees. Now it has 36783
30000
of chocolates and other treats were fewer than 60 million. And
bearing up quite well, as consum- disease has taken its toll. 20000
17830
ers, deprived of more expensive But all is not lost. There has 9163
10000
luxuries, sought to console them- been a re-planting of old citrus 1470
22604117
8691

selves by buying cheap treats. This groves, partly because trees were 0
5096

has proved to be the case. NFC ageing anyway, and partly to fight
orange juice sales to Europe against canker. There has not been
dipped slightly in 2008/09, and much of a fall in the density of
then started climbing again. trees, which rose rapidly from Health Management Areas doubt, but it will happen later
Indeed, Brazilian processors have around 110 trees per acre, and (CHMAs) that have conducted than originally predicted. Accord-
been tieing FCOJ sales to those of seems to have settled at just over large spray programmes, increas- ing to Citrus Lohbauer of Citrus
NFC. If you want to buy a quan- 130 trees/acre. And the rising ing their effectiveness. BR, one problem has been what
tity of NFC orange juice, then you price of orange juice has made it Brazil, too, has moved towards he calls ‘firefly’ soft drinks com-
may have to agree to take a more attractive as a business. much higher density planting. Its panies in China. These are small
volume of FCOJ with it. Were it The Florida Department of tree density was around 250 trees businesses that are formed, flour-
not for this subtle pressure, FCOJ Citrus reckons that if replanting is per hectare 20 years ago: now it ish while the industry is riding
exports might be much weaker maintained at a steady rate, and if can be as much as 800 trees/ high, and then burn out and
than they actually are. the losses to canker can be hectare. On average, one orange vanish the moment there is an
The decline in consumption, at stemmed, then Florida’s produc- tree produces two (40.8kg) boxes economic downturn.
least in the developed world, has tion will stabilise at around 140 of fruit, so the potential yield has Secondly, according to Loh-
been matched by a slight decline million boxes for around the next risen from 500 boxes/ha in 1980 bauer, and this has been
in global output. The fall in total decade. A combination of high to around 1 600 boxes/ha today. confirmed by other well-placed
orange juice production has not losses to disease and low replant- So, all in all, orange juice pro- sources, China’s soft drinks
been as severe, which is good ing will mean harvests of between duction from the two major market is incredibly price sensi-
news for the manufacturers, 90-120 million boxes. Generally, sources should at least hold its tive. Pure drinking orange juice is
because new markets are opening though, the outlook seems more own. still virtually non-existent in the
up in the BRICS countries and optimistic than it was, for This may bode reasonably well country, and most FCOJ imports
elsewhere in the Far and Middle example, five years ago. for the future, but right now, there are destined for the soft drinks
East. Nonetheless, in 2009/10, Significant progress is being is a surplus of orange juice. Last sector, where they are turned into
global orange juice production made in controlling greening. The year, the US found it was holding juice drinks, carbonated soft
was actually 13% lower than it ultimate goal is to develop excessive inventory (much of it drinks and the like. Minute Maid
had been in 1995/96. The produc- disease-resistant trees, but this Brazilian product) and emptied its Pulpy, for example, the bench-
tion pattern is fairly predictable may take some time. However, storage tanks by exporting it to mark ‘fruit juice’ product in
(barring major weather related significant progress is occurring Europe. Brazil was actually enter- China, has a juice content of just
events): rises and falls, rises and in controlling psyllids, the vector ing the new season with record 10%. An increase in the FCOJ
falls, but still, the overall pattern is that spreads greening. Spray pro- low inventories, and its need to price results, even at the small
one of gentle decline. grammes have been developed rebuild stocks was cited as a pure juice content of such bever-
On paper, the fall in the area that have effectively suppressed reason why there should not be a ages, in a price increase and
planted to orange is alarming. Ten psyllid populations and greening cut in the price of FCOJ. Brazil, Chinese consumers then simply
years ago, Florida was losing a lot in some areas. Growers have the world was told, would have an opt for other products. Orange
of citrus land to real estate joined together to form Citrus entirely ‘normal’ quantity of juice is still a ‘fragile’ beverage. It
FCOJ to sell once its inventory is relatively new and there is no
GLOBAL ORANGE PRODUCTION (’000 TONNES)
was back to normal levels. custom of drinking it at breakfast
Year Brazil US China EU-27 Mexico Egypt Turkey SA ROW Total
As it transpires, this was not time, as in the West. China is still
2002 15382 10527 3600 5907 3734 1767 1250 1148 2547 45862 the case. It might have been the very much a hot drinks market,
2003 19054 11734 4036 5522 3901 1850 1250 1113 2455 50915 case had demand for orange juice especially tea, and when money is
2004 16565 8419 4250 5630 4000 1940 1300 1038 2516 45658 not continued to fall. But it has. tight, consumers go back to these
2005 17993 8212 4450 5728 4157 2120 1445 1167 2501 47773
Also, demand in China has fallen. tried, tested, trusted and cheap
Based on previous growth rates, lines.
2006 18482 6917 4800 6486 4248 2054 1536 1412 3618 49553
China should have been importing Brazil’s inventory now stands
2007 16850 9141 5450 6492 4297 2138 1427 1526 3398 50719
100 000 tonnes of FCOJ annually, at over 550 000 tonnes, which is
2008 17014 8281 6000 6530 4193 2372 1430 1445 3303 50568 by now. Instead, Chinese imports disturbingly high. There is only so
2009 15422 7479 6500 6243 4051 2401 1690 1428 3264 48478 took a dive as the recession hit long that its orange juice manu-
2010 20645 8035 5900 6190 4100 2430 1710 1350 3121 53481 and only recently started to facturers can keep putting product
2011 18155 8150 6600 6355 3200 2350 1730 1400 3412 51352 recover. China will be a major into storage and releasing a con-
Source: USDA FCOJ importer, of that there is no trolled amount onto global

10 www.agra-net.com © Informa UK Ltd 2012 - FOODNEWS® June 2012

 Juices, Purées & Superfruits 2012

markets. Lohbauer has admitted figure. CitrusBR is forecasting a BRAZILIAN FCOJ EXPORTS (TONNES)
that there is simply not enough further fall of 18% in next sea- 1400000
1349194
storage capacity in Brazil to cope son’s exports, which would bring 1311681 1320328
with the 2012/13 harvest produc- them down to 927 000 tonnes. 1300000
1276820
1270927
1236229
tion. Brazil’s total storage Yes, NFC exports have taken a
1254354
capacity is 825 000 tonnes, he told slice out of Brazil’s FCOJ sales, 1200000
1207701 1129747
Agence France-Presse recently, but at just over one million tonnes 1186486 1176806 1189614
1100000
and in the worst case, this means last year, NFC exports are only 1121829
that up to 25% of the orange crop equivalent to about 180 000 1027104
1000000
may not be harvested. It is possi- tonnes of FCOJ. Source: GTIS
ble that now, having run down its Brazil has also had the problem 900000
965476

stocks in the US, Brazil could call of rising costs. Farm labourers’
upon its storage facilities there to wages have risen, and this, 800000
soak up some of the excess, but coupled with the demand for fresh
that still does not get rid of the fruit, and the increased cost of
problem of the excess inventory. energy, fertiliser, and other inputs
The forecast harvest is 364 has added greatly to processors’ Associtrus (the growers’ organisa- the carbendazim scare, but that
million boxes, well below the 428 costs. To a degree, processors have tion) most farmers do not sign was (as FOODNEWS stated at the
million boxes of the previous been able to keep their raw mate- contracts with the processors time on BBC World Service
season, but still above the 10-year rial costs down by establishing anyway. If, as seems likely, the News) pure speculation driven,
average. And this at a time of their own citrus groves – vertical juice industry will not buy the largely, by fear and ignorance and
falling demand. integration – but with the recent surplus orange production (esti- it would have no effect on the
Last year, Brazil’s FCOJ good harvests, fruit prices have mated at anything between 20-80 actual physical price. Then, FCOJ
exports dipped below one million had to fall, and the Brazilian gov- million boxes), then the raw mate- was around USD2 700/tonne cfr
tonnes for the first time in at least ernment has had to step in to rial price will collapse, especially Rotterdam. Now the futures price
a decade and a half. In the same guarantee farmers’ earnings. This if the surplus is at the higher end is below USD1.10/lb, and many
period of time, EU FCOJ imports sort of approach is probably not of the scale, and farmers may be think it ought to be below
have fallen from close to one sustainable in the long term, tempted away to other crops, such USD1.00/lb. But the physical
million tonnes to barely half that though. And according to as sugar cane. price has only weakened by a few
WORLD ORANGE JUICE PRODUCTION '000 TONNES) The biggest problem for Brazil, hundred dollars – it is, at the time
3000 2814
though, has been the strength of its of writing, around USD2 450/
2781
2664 2626 currency. The US dollar has been tonne. The Brazilian processors
2441
2500 2421
2332
2422 2441
2282 weak and the Brazilian real has are trying for what Lohbauer
2433
2328 2236 2225 strengthened as the country’s described as a “soft landing”
2000
2019 economy has boomed. The dollar rather than a price crash, but the
1500 1340 1324
1430
1369 1369 1363 buys two reals at the moment, but writing is on the wall for the
1096 1098
1051
1153
1089 1072 1133 the exchange rate was closer to FCOJ price. It needs to come
1006 1001
1000 1165
783 732 1065 USD1.00-BRL1.5 not so long ago. down well before the end of the
982 960 1024
858 817 895 854
653
577 Finally, there is the futures year, and the market is betting it
500
Source:FDOC
644 563 market. Normally, this is a fairly will come down. A price reduc-
0
reliable bellwether of the physical tion is the only thing that will
price. At the start of the year, the rebuild orange juice consumption.
FCOJ futures price was around Who wants to bet on under
World producon Florida producon Brazil producon
USD2.00 per pound. It soared to USD2 000/tonne by the start of
about USD2.12/lb in the wake of next year?
 Juices, Purées & Superfruits 2012
The price of
passion
BY NEIL MURRAY
THE passion fruit juice market
has proved notoriously cyclical
over the years. The first
problem is that passion fruit is
susceptible to the vagaries of
the weather, and climate
change seems to have brought
weather extremes with it.
This means that many crops, in
recent years, have been ruined
either by drought or by floods. The
second problem that contributes to
its price volatility is the ‘boom and
bust’ cycle that has been part of the
fabric of the industry for many
The world concentrates on China
We concentrate on the world
12 www.agra-net.com
One of the most volatile fruit juices
is becoming more costly again
years. The price firms, so farmers ECUADORIAN PASSION FRUIT CONCENTRATE
plant more fruit. Production PRICE (50 brix, USD/tonne, c&f Europe)
increases, and in a short time, there 16000
Source: FOODNEWS
is an over-supply. The price falls, 14000
and farmers give up passion fruit 12000
for more lucrative crops. Then 10000
there is a shortage of the product,
8000
and the price goes up, and….
6000
4000
There is no substitute for 2000
passion fruit. It has a unique aroma 0
and flavour, and its very name is
exotic. The taste and flavour pro-
files of passion fruit encourage the flavour carrier and serve as a start- fruit, then nothing else will do.
innovator to develop unique and ing point for developing new Bottlers and blenders can reduce
creative combinations. Traditional blends and beverages. the quantity of passion fruit juice in
products, such as apple juice con- If your tropical juice blend or their recipes (a little goes a very
centrate, act as a good aroma/ juice drink recipe calls for passion long way), but that is about all. The
CEIEC Shaanxi Co., Ltd
Food & Beverage Branch
Processor - Exporter - Agent
PRODUCTS:
Juices/concentrates: Apple, Pear, Carrot,
Pineapple, Passionfruit, Strawberry
Deionized juice concentrates: Apple, Pear
Purees/pastes: Apple, Pear, Peach,
Apricot, Strawberry
Aroma: Apple
No. 11A, Jinhua Northern Road, Xl’an, China, 710032
Tel: 86-29-83218456, 83214150, 83246031
Fax: 86-29-83217977, 83218456
Email: food@asianelectronic.com
http://www.cnjuice.com
© Informa UK Ltd 2012 - FOODNEWS® June 2012

most radical action was taken by
Britvic in the UK, in 2006, when a
severe shortage of passion fruit
juice forced it to pull its J2O
orange/passion fruit juice drink
from supermarket shelves (though
it maintained supply to the on-
premise sector).
Passion fruit concentrate prices
hit their all-time high in the
summer of 2009, when specula-
tion in the product drove levels to
USD15 000 per tonne. Some pro-
cessors and bottlers had contracts
that they absolutely could not
break, and the processors were
ready to pay just about any price
for fruit, while the bottlers would
do the same for concentrate. Other
users switched to NFC passion
fruit juice and even aromas. In the
autumn of that year, the price
bubble burst and prices crashed by
USD5 000/tonne and continued
falling after that.
Passion fruit blends and drinks
are seen as ‘innovative’, but as
Ulrich von der Linden of Carri-
ère, a German trading company
extremely active in passion fruit
juice, has pointed out at a recent
FOODNEWS conference, this is
not really true. “Innovation is a
popular expression, frequently
used in both marketing and tech-
nological context and sometimes
misinterpreted because of refer-
ring to modified product which is
not genuinely new,” says von der
Linden. “If we delimit the term
‘innovation’ to ‘product innova-
tion’, then it applies to a
marketable product showing
unique characteristic features,
such as taste, packaging,
© Informa UK Ltd 2012 - FOODNEWS® June 2012
GLOBAL PRODUCT LAUNCHES – %AGE CONTAINING PASSION FRUIT 2009/10
40
35
Source: Innova Market Insights/Carrière
30
25
20 15.2
15 10.2
10
5
0
ingredients, etc. The product has
to be genuinely new – for
example, simple re-packing does
not qualify for innovation. Instead,
the juice industry must be creative
in addressing consumer demands.”
On the supply side, points out
von der Linden, consolidation has
reduced the number of passion
fruit juice manufacturers and as
the market is highly competitive,
this forces companies to be inno-
vative. However, not every new
product is truly innovative and an
opportunistic attitude results in
copycats offering me-too
products.
Von der Linden has monitored
the launches of new products con-
taining passion fruit. “In most of
the top 10 applications, there was
growth in the use of passion fruit
as a flavour in new tracked
product launches,” he said. There
has been a “significant rise” in its
Juices, Purées & Superfruits 2012
9.3
7.5
5.7
3.5 3.3
employment in the core juice and
juice drinks category, with a com-
pound growth of 14.7% in 2010.
He has also noted “interesting”
rises in its use in yogurt (+12.5%)
and tea drinks (+150%), although
these came from a small base. On
the other hand, its use fell in new
gums and jellies (-16%) and in
dairy drinks (-41%) in 2010.
In terms of markets, Germany
led the way when it came to its
use as a flavour in new product
launches in 2010. Over 15% of the
products tracked in the top 10
markets for passion fruit occurred
there, ahead of the UK (10.2%),
the US (9.3%), the Netherlands
(7.5%) and France (5.7%). Brazil
(3.1%) was the only tropical
market to feature in the top 10 for
the use of passion fruit as a fruit
flavour.
Passion fruit concentrate (50
brix) prices are rising again.
37.6
3.1 2.3 2.3
“In most of the top 10
applications, there was
growth in the use of
passion fruit as a flavour
in new tracked product
launches.”
There have been stocks in
Rotterdam, which has kept a lid
on rises, but now they are close
to exhaustion and contracts are up
for renewal, buyers are
discovering that USD4 600 per
tonne cfr Rotterdam is the order
of the day. Interestingly,
FOODNEWS has been told that
Coca-Cola’s recent launch of a
passion fruit flavoured Fanta
variant in Brazil has had a major
effect, rather in the way the
McDonalds’ launch of a series of
smoothies immediately pushed up
the price of banana purée.
www.agra-net.com 13
 Juices, Purées & Superfruits 2012

Squeezed on both
sides
BY EMMA SLAWINSKI
China now produces 40 000 tonnes of FCOJ
annually but will still need to import
improvement in the quality and chinese soft drink and FRUIT/vegetable
variety of juices available; and juice production 2001-2011 (1000t)
OVERSHADOWED by the health advertising.
country’s much larger apple But Chinese orange juice con-
juice sector, Chinese orange sumption is still small, and
juice production has been exporters hoping to find the next Source: CBIS
quietly creeping upwards over big growth story in China have
the last ten years. With signif- not yet been rewarded. Brazil,
icant capacity now installed, the major foreign supplier to this
the industry faces a bottle- market, has shipped approxi-
neck on the raw material mately 55 000 tonnes of FCOJ to
supply side, while the rela- China for the last two years – a
tively high cost of juice at level already reached in 2006,
retail level appears to be although it declined somewhat in
restricting the potential for the following years.
fast consumption growth. Christian Lohbauer, of Citrus
According to data presented BR, told FOODNEWS earlier this success in China recently, with a of the US, [per] capita GDP has
by Wu Hujiu, vice director of the year that Chinese sensitivity to low juice content this clearly reached the level of the US early
National Research Centre for price is an obstacle, as outside does not have the same impact on in the 1970s,” Hujiu said.
Citrus Engineering Technology, the big cities, consumers do not consumption as would be the “Per capita fruit juice con-
at the FOODNEWS Juice Asia have the purchasing power to case if pure orange juice were to sumption is only one fiftieth [of
conference, Chinese soft drinks include a relatively luxurious really take off in the country. the USA’s] now and has great
production in 2011 was 117.6 product like orange juice in their However, Hujiu made a strik- potential for growth.”
million tonnes, nearly 400 times shopping basket. He also noted ing comparison between the For that growth to happen, as
that in 1980, representing an that consumer preferences are a growth of the Chinese and US well as increased consumer
annual increase of 20%. Fruit and challenge – for instance, the tra- economies and their relative demand, China may need to
vegetable juice production has dition of tea drinking is very orange juice consumption to boost its domestic production.
grown at an annual rate of 28.5% strong. illustrate the potential for growth Citrus plantings in China have
in the last 10 years, to 19.2 During the Singapore confer- in the emerging market. In 2011, been growing fast, and topped
million tonnes in 2011, from 1.46 ence, several speakers also he said, GDP in China reached 2.21 million hectares in 2010. On
million tonnes in 2001. observed the success of juice USD5 500 per capita and fruit the industrial side, up to the end
Chinese juice production drinks in China as well as other juice consumption was only one of 2011, China had built 32 lines
growth has so far outpaced that parts of Asia. Together with tra- litre, one tenth of the global for orange juice production, with
of imports, albeit from a low ditional beverages, these surely average and one fiftieth of US a capacity equivalent to 2.0
base. In 2011, 40 000 tonnes of pose substantial competition to use in the same year. US per million tonnes of oranges per
FCOJ were produced, up from the pure juice market, and could capita GDP in 1970 was year. However, the yield per
just 2500 tonnes in 2002, while prevent juice consumption from USD4 814, yet per capita fruit hectare for oranges is just half
imports of FCOJ in 2011 were a growing at a faster pace. juice consumption surpassed 30.0 that achieved in the US and three
little more than double their level Although the orange juice litres. quarters of that in Brazil, and as
in 2002, at 73 300 tonnes. drink from Coca Cola, Minute “China’s urban population Hujiou explained, “to increase
On a single strength base, Maid Pulpy, has had tremendous now is more than two times [that] juice orange yield is quite possi-
total juice consumption reached ble and necessary”.
1.41 million tonnes in 2011. Fcoj production and imports In order to ease the bottleneck
Orange juice accounted for 53%, to china 2001-2011 (1000t) in production and provide more
apple juice for 22%, pear juice raw material for processors,
Source: Chinese Custom and Juice Industry
for 4% and other juices for 21%. efforts must be made to raise
Wu Hujiu listed several growers’ income, so that the
factors that have enabled the returns on juice oranges are the
huge growth in fruit juice con- same as those for fresh-market
sumption in China: the oranges.
development of the nation’s Processors could also help
economy and increases in growers to increase fruit yields
income; population growth; and quality while reducing cost
changing consumption habits; per case, he said.

14 www.agra-net.com © Informa UK Ltd 2012 - FOODNEWS® June 2012

 Juices, Purées & Superfruits 2012

Avoiding the
crush Will China have to thin out
its AJC industry?
IF EVER there was an CHINESE AJC EXPORTS
example of how demand for
1100000 2250
fruit juice is elastic, and can be 2100
severely affected by price, the 1031796
1000000
industry has seen it in the last 2000
couple of years, with orange 900000 1800
juice and also with apple juice. Source: GTIS/FOODNEWS 795717
China’s AJC industry is 1750
800000
approaching a crossroads. It now 784144
looks as if global demand will 700000 649463 1500
672289
remain low for the product as long 684628
as that product remains expensive 600000 1300 608497 1250
– or at least, costlier than AJC
from Europe, Turkey and South 500000 417397 468258 1100
America. 1000
400000 850 950
For the second year in a row,
the demand in China for fresh 750
300000 295920
apples has resulted in very strong 750 750
fresh market prices, and the AJC 200000 530 680
industry has had to compete with 500
this new and exploding market for 100000
its raw material. As China’s apple AJC exports (tonnes) AJC price (USD/tonne fob)
growers have steadfastly refused 0 250
to grow anything other than sweet 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
table apples (fearing they would
thus become dependent on one (some 38 million tonnes last year) China little more than two months collective AJC industry could
market alone, that being the pro- and huge efficiency derived from to process all the fruit it needs. process 1 800 tonnes of fruit per
cessing market) they have the most modern processing The problem is that its factories hour. The country can produce, if
naturally opted to sell their fruit to equipment, designed to process have been running way below all plants work flat out, up to 1.5
the highest bidder. And that has very large quantities of fruit into their capacity, stopping and start- million tonnes of AJC per year. A
been the fresh sector. juice in a very short time. ing as fruit has been delivered, few years ago, when China’s AJC
China’s AJC industry has been So massive is China’s produc- and the processing season seems exports broke through the one
built on two cornerstones: abun- tion capacity that the processing to have been lengthening of late. million tonne barrier, it looked as
dant raw material from the season has shortened dramatically China has too much capacity. if this massive production capacity
country’s massive apple crop in the last few years. It now takes This much is evident. In 2003, its might actually be required. Now,

© Informa UK Ltd 2012 - FOODNEWS® June 2012 www.agra-net.com 15

 Juices, Purées & Superfruits 2012
however, the gigantic industrial
machine is running at about 40%
capacity. Chinese AJC production
last season was around 650 000
tonnes. Exports have slumped.
Plants designed to run flat out are
simply not efficient if they are
working on an intermittent basis
and besides, processors have to
cover the fixed costs of such
installations. On such small pro-
duction, it is doubtful that they
can.
Chinese AJC prices peaked at
USD2 100 per tonne fob at the
end of last year. There were
reports of processors offering at
even higher prices, but not much
business, if any, was done at that
level.
Previously, there had been a
price peak in 2008, after the
bumper production year of 2007.
This was due to a fundamental
miscalculation by China and a
very shrewd reading of the market
by European traders, especially
the Dutch and Germans. In the
spring of 2007, a frost struck
Poland at the crucial apple
blossom time and severely
damaged the crop. Those traders
who appreciated what this would
mean to AJC supplies later in the
year immediately bought every
drop of Chinese AJC that they
could, while prices were still low.
This contributed to the record
Chinese exports of over one
million tonnes that year. But all
that AJC was not put on the
market: it was stored in ware-
houses and tanks.
China seemed to believe that
the huge exports of 2007 were due
to soaring demand, and its plants
worked at full capacity in the
2007/08 season. It has been
EU27 IMPORTS OF CHILEAN AJC (TONNES) executive: “China’s processors
10000
9000
8000
Source: GTIS
7000
6000
5000
4000
3000
2000
1000 255
0 49
0
2004 2005 2006
16 www.agra-net.com
estimated that China may have
made as much as 1.25 million
tonnes of AJC that season. Apple
buyers and brokers had a bonanza,
at the expense of the processors,
who had to pay higher prices for
the fruit (of which there was no
shortage). However, there were no
orders. The European traders had
pre-empted the Chinese, and had
enough product to get them
through 2008 and into the 2008-09
season. Just.
There then followed a huge
stand-off between customers in
Europe and sellers in China.
Buyers were telling the processors
that their prices were too high:
processors were believing that the
buyers would have to come to
market, and pay the asking price.
It took some time for the reality to
sink in: European buyers really
were not bluffing. They had abso-
lutely no need to buy Chinese
AJC.
Even as early as the spring of
2008, some pundits were predict-
ing that China would have to carry
a massive quantity of AJC over
into 2009. And so it proved. China
had to discount its product as 2008
wore on, and well into in 2009, to
clear an inventory that some esti-
mated at 400 000 tonnes. The
effect on Chinese processors’
balance sheets was catastrophic.
Nor was it just Chinese compa-
nies that suffered: Austria’s
Agrana, which has AJC operations
in China, bit the bullet in late 2008
and made provision in its first-half
results for an exceptional expense
of a staggering EUR32 million,
due to losses incurred in China.
When the company published its
full-year results in 2009, it blamed
the Chinese AJC losses for forcing
8978
4296
248
42 83
2007 2008 2009 2010 2011
EU27 IMPORTS OF TURKISH AJC (TONNES)
60000
Source: GTIS
48333
50000
38485
40000 35298 35022
30000
20000
10000
0
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
it into the red. At least Agrana
took early action: there were some
Chinese processors that refused to
admit that they were going to have
to write down the values of their
inventories for quite some time.
All this is necessary back-
ground to the present situation.
For things changed again. China
realised that it had to slash pro-
duction in 2009, in order to clear
its inventory, which it did. The
country’s industry then looked
forward to the 2009/10 season to
rebuild its fortunes.
But something else happened
that season, which changed the
entire industry dynamic. New
season AJC prices were around
USD900/tonne fob, but the fruit
price was unusually high. The
country’s apple farmers had
decided to concentrate on the
fresh market. They bagged the
apples on the trees, and reports
came from China of brand new
coldstores that permitted the
farmers to hold the apples in store
for much longer than they had
previously been able. It is worth
recording the remark made to
FOODNEWS that year by one
unusually far-sighted European
have lost control of the fruit
supply.”
He was absolutely right, but it
took until the next season for this
fully to be appreciated. Through-
out 2010 and into 2011, the
Chinese fresh apple market abso-
lutely boomed. It was not just a
matter of storage: improvements
to China’s road system meant that
fresh fruit could now be trans-
ported across greater distances
than had previously been possi-
ble. In short, logistics had hit the
fresh market with a huge bang.
© Informa UK Ltd 2012 - FOODNEWS® June 2012
50965 51566
49169
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The Chinese consumer was the
winner and the apple processing
industry was the loser.
This takes us into the current
season. For the last two or three
years, the processing industry has
grappled with the problem of
scarce and expensive raw mate-
rial supplies, and it has not found
a solution. Chinese AJC process-
ing has been sporadic. Even the
smaller-sized fruit, which would
normally go for the juice industry,
has been sucked into the fresh
market. The little apples are per-
fectly sized to be gripped by
children’s hands. This is a telling
indicator of how the fresh market
is going in China.
The high fruit price pushed
Chinese AJC prices way above
USD2 000/tonne this season.
With the cost of freight, and the
EU duty of 25.5%, Chinese AJC
has simply been too expensive for
the European market. And less
than a decade ago, producers in
Europe (and South America) were
fretting that the Chinese would
put them out of business.
Chinese AJC has been priced
around USD2 100/tonne both in
the US and the EU; in the US,
Chinese AJC has been around
USD10.50 per gallon which
equates to USD2 050-2 100/tonne
ex dock Newark; in Europe, it
has come out at around
USD2 600-2 650/tonne all duties
paid ex-dock Rotterdam. Polish
AJC had been priced around
EUR1.60 per kilo ex-works:
sometimes a few cents up, some-
times a few cents down. This
equates to around USD2 100/
tonne as well. And Chile, which
entered the European market
forcefully last year, has also made
certain that its price has been

around USD2 100/tonne c&f, and
Chile has no duty to pay. Finally,
Turkey has been tracking the
Polish prices. So all other major
suppliers have been able to
undercut China by USD500/tonne
or so. As long as the EU’s 25.5%
duty remains in place, China does
not have a hope in hell of
competing.
It is hard to see how this situa-
tion is likely to change in the
immediate future. Chinese
demand for fresh apples is
unlikely to dry up. If anything, it
will continue to grow. Chinese
processors will have to continue
to compete for raw material with
the fresh market, and cannot pos-
sibly match the prices they pay.
All it can hope for is the overspill
from that market: fruit that is
unsuitable for fresh sale, and
there is not enough of that raw
material available to feed a 1.5
million tonne AJC industry.
The processors can try and
integrate vertically by establish-
ing their own apple orchards,
rather in the way that Brazilian
© Informa UK Ltd 2012 - FOODNEWS® June 2012
orange juice manufacturers have
established their own citrus
groves. At least one processor
(Haisheng) has announced its
intention to buy apple orchards
in North America. This may be
the start of a Chinese move to
re-establish its processing indus-
try closer to its raw material
source. If so, it is a momentous
move.
And so to demand. The
reduced AJC production seems
commensurate with reduced
demand. If China’s runaway raw
material prices have proved any-
thing, it is that there is a limit to
what traders will pay, and by
extension, end users. Demand for
AJC has tumbled. In both the EU
and the US, it is reported to be
about 20% down, although this
figure is not verifiable. AJC has
gone from being a cheap bulk
product, for use in juice drinks,
soft drinks and as a natural sweet-
ener, to being an expensive
commodity in its own right, and
the market limit has been found.
Blenders and bottlers who need a
Juices, Purées & Superfruits 2012
pure fruit juice base in (for
example) cranberry and other
sharp-tasting juices have already
moved towards grape rather than
apple, because it is presently
cheaper.
At the same time, there is the
universal problem of falling
demand for pure juices in the
developed markets. And the
emerging markets cannot (yet)
afford pure fruit juices in any-
thing like significant quantities.
This leaves AJC as an ingredient
for soft drinks.
FOODNEWS sees nothing to
indicate that the Chinese AJC
price will tumble next year. There
has to be consolidation in the
market. China’s massive AJC
production capacity must be
reduced, possibly by half and cer-
tainly by at least 30%. This will
have the advantage of reducing
production costs because it will
eliminate the problem of large
fixed costs to cover the overheads
of huge plants that lie idle. The
Chamber of Commerce may
preside over such a dismantling.
If it does, then it is possible that
it will take a ‘biggest and Chinese
first’ policy, which would be bad
news for European processors
active in China.
China may turn its attention
to its enormous domestic market
and the factories may turn out
AJC destined for cheap juice
drinks and soft drinks with a low
juice content. China’s soft drinks
market is exploding, and the
growth potential is limitless.
Domestically produced AJC
would be cheaper than imported,
and available. Incentives could
be made available for processors
to sell to the home market, rather
than being made available for
exporters. This would be another
huge reversal of past practice.
Whatever happens, global AJC
prices are unlikely to tumble in
2013. China has merely caught
up with global production costs.
Poland, Chile, Turkey and the
others will still have them next
year. And barring natural disas-
ters, they will still probably be
able to undercut Chinese prices.
www.agra-net.com 17
 Juices, Purées & Superfruits 2012

Papaya: its varied

attractions
BY ITI TROPICALS What is so good about it?
An extremely versatile
tropical fruit
tenderisers, further diversifying papaya iced tea, a daiquiri or piña
Papaya has a luscious taste the use of papaya in savoury as colada and then finish up with
THE tropical fruit papaya characteristic of the tropics. Its well as sweet applications. some panacotta with papaya
grows on a large woody flavour is deliciously sweet and Papaya is extremely versatile mango sauce or papaya ice cream.
herbaceous plant. It is believed musky, similar to cantaloupe, with and may be used in many food Papaya may be used as a tasty
to have originated in Mexico mild notes of mango, peach and and beverage applications. It pairs addition to salad dressings. A
and neighbouring Central nectarine. Its texture is soft, well with other tropical fruits wide variety of sauces and
America. Papaya is cultivated buttery and greatly enjoyed in the such as mango, passion fruit and marinades can be created with
in most tropical countries and tropics. guava. It also complements many tropical fruits including savory
grows rapidly, fruiting within Papaya is a very nutritious native fruits like strawberries, tamarind papaya and papaya
nine to 12 months. The plant fruit. An average size papaya raspberries, peaches and oranges. pineapple.
stands eight to 25 feet tall, (approximately 150g) is an Papaya may be used as a meat Papaya is a cost efficient
with spirally arranged leaves excellent source of the tenderiser in marinades or as a ingredient for juice blends. It
confined to the top of the antioxidants, Vitamin A and tasty addition to salad dressings. ‘softens’ the flavour profile and
trunk. The fruit itself is Vitamin C. It is also a good Papaya-based marinades are an sweetens acidic juices. It
commonly round to source of folate, potassium and excellent way to combine enhances mouth feel when paired
cylindrical in shape, weighs as fibre. Papaya contains several different flavour nuances and with citrus juices.
much as four to 10 pounds unique protein digesting enzymes create novel taste bouquets. Aseptic red papaya concentrate
and has juicy flesh ranging in including papain and Imagine papaya coconut muffins and aseptic yellow papaya purée
colour from deep yellow to chymopapain. These enzymes are for breakfast, papaya peach soup are both available in cartons and
red. traditionally used as meat on a hot day along with some drums.

Pomegranate tops
the charts
BY NEIL MURRAY
The list below comprises
every single superfruit-
related launch that we have
noted in the past 12 months.
From this, it can be seen that
(according to FOODNEWS
records, at any rate), açaí,
cherry and pomegranate are
the three most-used fruits,
either as single flavours, or
as blends with other fruits.
ACAI
09 March 2012
US FROZEN and snack foods
company, Inventure Foods adds
to its Jamba at-home line of
frozen smoothie mixes: Greek
yogurt and superfruits (açaí and
pomegranate).
06 March 2012 (FOODNEWS
online)
SAMBAZON’s new Supergreens
Superfood is a blend of grasses,
kale and sea greens with the fla-
vours of açaí, mango, and
banana. It contains two servings
of fruits and vegetables per
bottle. Its new Chocolate
Almond Coconut Milk Protein
smoothie also contains açaí.
Both retail for USD2.99.
16 September 2011
SUPERFRUIT juices maker,
Zola, announces it is expanding
distribution of its products in the
US through supermarket chains
Safeway, Acme and ShopRite.
The company, which was the
first to market bottled açaí juice
in the US, said that following a
successful test in Safeway’s Col-
orado division, it is extending its
range of products to 1 200
Safeway locations in 13 states.
Zola said it would also roll out
products in 84 Acme and 240
ShopRite stores on the US east
coast. The line currently consists
of açaí juice, açaí/blueberry and
most recently, açaí/pomegranate
– launched in March. All variet-
ies are available in 12oz and
32oz sizes.
26 August 2011
AG BARR launches Rockstar
Juices, Purées & Superfruits 2012
Foodnews monitors new
superfruit product launches
Xdurance, an energy drink con-
taining electrolytes, caffeine and
Vitamin B complex. It will
appear in 500ml ‘Big Can’
format, which the Scottish
company says is experiencing
“huge growth”. Rockstar Xdur-
ance is a lightly carbonated
blueberry, pomegranate and acai
flavoured drink. The Rockstar
brand, launched in the UK in
2007, is worth GBP12.5 million
(USD20.6 million), and grew by
49% in the year to 19 March
2011.
ACEROLA
30 March 2012
TROPICAL and exotic flavours
were shown at Food & Drink
Expo 2012 by Tru-Juice, UK
packer for the Jamaican firm
Trade Winds Citrus, which is
bringing its popular Jamaican
juice drink range to Britain in
time for the Olympics this
summer. Flavours include West
Indian cherry (acerola), sorrel
with ginger, mango, carrot and
soursop with lime.
23 September 2011
RUBICON Products Ltd
launches a new Pineapple &
Coconut flavoured fruit drink in
Canada under its Sun Exotic
Sparkling brand name. Made
with 10% real fruit juice, the
beverage is marketed as free
from artificial colours and
sweeteners, and will be available
in 330ml aluminium cans. The
company also launches a Fruit
Paradise variety of its Sun
Exotic Juice drink. The product
is described as a blend of exotic
guanabana, calamansi, starfruit,
passionfruit, papaya, acerola and
coconut water, and contains vita-
mins A, C and E. It retails in
1-litre paperboard cartons and
288ml paperboard drink boxes.
CHERRY
17 June 2011
OLD Orchard Brands of the US
has introduced a new cherry
juice line. Very Cherre is a
100% juice that includes tart
cherry and three tart cherry
blends: tart cherry/blueberry, tart
continued on page 20
 Juices, Purées & Superfruits 2012
continued from page 19
cherry/cranberry and tart cherry/
pomegranate. The juices are glu-
ten-free and contain no artificial
colours, flavours, preservatives
or added sugars. Very Cherre
beverages will be available mid-
summer in 64oz. bottles for a
suggested retail price of
USD4.99.
09 September 2011
CROATIAN fruit processor
Dona Trgovina is to launch a
new sour cherry juice. The
company has already purchased
400 tonnes of sour cherries this
year, at a price of HRK4 200 per
tonne, but says it is ready to
double this volume immediately.
“The purchase price that we are
paying producers is HRK4.20
per kilo of sour cherries, payable
immediately,” said Klaric.
03 February 2012
OCEAN Spray launches three
new cherry juice blends in the
Searching for year-round deliveries of
high quality fruit & vegetable ingredients?
Then look no further!
• Purees & concentrated purees
• Juice concentrates & NFC’s
• Compounds
SVZ International B.V. - Tel: +31 (0)76 5049 494
Fax: +31 (0)76 5049 400 - info@svz.com - www.svz.com
20 www.agra-net.com
2007 SVZ Adv_Foodnews_88x125.indd 1
US: a cherry juice cocktail, a
cranberry/cherry blend in origi-
nal and diet formats, and a ruby
cherry/grapefruit juice blend.
One 8oz serving provides a full-
day’s supply of vitamin C and
the diet cranberry/cherry drink
offers five calories per serving.
20 February 2012 (FOOD-
NEWS online)
CHERIBUNDI, a US sour cherry
juice processor, announces that it
will develop new cherry prod-
ucts after an equity buy-in.
Currently, there are five flavours
of Cheribundi: Tru Cherry;
Skinny Cherry, which has all the
powerful nutrients and benefits
of the original juice, but fewer
calories and is sweetened with
stevia; Whey Cherry, with 8g of
whey protein in 8oz of juice pro-
viding the proper mix of
carbohydrate and protein for
maximal repair and recovery;
Cacao Cherry, a chocolate cherry
drink; and Ginger Cherry.
30-05-12 16:58
18 May 2012
CAMPBELL Soup Company has
extended its V8 V-Fusion juice
portfolio with a new line of car-
bonated juice drinks. V8 V-Fusion
Sparkling drinks contain no added
sugar, artificial colours, flavours or
preservatives. Claimed calorie
content is 50 calories per 8oz can.
The flavours available are Tanger-
ine Raspberry, Black Cherry
Pomegranate and Strawberry
Lemonade, in grocery and mass
merchandise stores nationwide.
22 June 2012
RED Jacket Orchards (RJO) of the
US relaunches its Red Jacket Juice
line with a new brand identity,
retail alliances and a new e-com-
merce platform. The beverage is
available in five apple-based
blends: Fuji apple, raspberry,
strawberry, grape and blackcur-
rant, plus two fresh fruit nectars,
tart cherry and apricot, and two
continued from page 8
contributing to a spread of Chagas
disease, a tropical parasitic
disease caused by protozoan Try-
panosoma cruzi that can be
transmitted to humans. “This is
happening because of problems
related to the contamination in the
process of açaí juice production,”
said Nunes.
The new broad-ranging pilot
project that is backed by Sagri
and the Pará secretariat of assis-
tance and social development
(Sedes) will improve açaí product
management practices and also
provide financing for açaí produc-
tion cooperatives in order to boost
production and yields and
improve fruit quality. “Improve-
ment of açaí quality is now one of
the priorities of the state govern-
ment in the field of agriculture,”
said Nunes.
The programme component for
açaí quality improvement will be
financed with BRL2.8 million,
which is expected to benefit
around 2 500 producer families in
the regions of Marajó, Metropoli-
tana and Tocantins, which are the
largest açaí producers in the state.
Small-scale açaí juice produc-
ers are also another focus group
that will be targeted by the
programme.
The new programme also
© Informa UK Ltd 2012 - FOODNEWS® June 2012
ciders: apple and spiced apple.
GOJI
06 April 2012
A NEW range of organic non-car-
bonated soft drinks has been
launched at the UK’s Food &
Drink Expo by BerryWhite. The
range is made entirely with
organic ingredients and blends tea
with superfruits such as açaí, goji,
blueberries and pomegranates.
Four flavours comprise the initial
portfolio: cranberry/guava/elder-
berry; pomegranate/blueberry;
lemon/ginger/açaí; and goji/
peach. The beverages are already
being exported to the Nether-
lands, Scandinavia and the UAE.
16 November 2011
(FOODNEWS online)
THE FaVe Juice Company of the
US has announced the launch of
continued on page 21
intends to support the certification
of organic açaí from Pará in order
to ensure that the full value of the
product is recognised by
consumers.
“The pilot project, which is
supported by federal, state and
municipal authorities, is focused
on integral production of açaí
from harvesting and transport to
fruit processing,” said Nunes,
adding that special equipment has
been developed for blanching
açaí fruit before it is processed by
individual small-scale juice pro-
ducers in the region. The use of
this equipment is essential in pre-
venting contamination during the
process of fresh juice production
that can lead to the spread of
Chagas.
“This procedure will not
modify the flavour or the quality
of açaí juice for consumption, but
it will completely eliminate juice
contamination with Trypanosoma
or other contaminants that can be
present, as the temperature of the
fruit that is immersed in hot water
is raised to 80˚C. We are now in
the validation stage with this
equipment with the support of
[power company] Eletronorte,
analysing the temperature, energy
needs and risks involved with its
use,” explained the agriculture
secretary.
 Juices, Purées & Superfruits 2012

continued from page 20
its new all-natural blend of 100%
fruit and vegetable juice. Each
8oz serving contains three full
daily servings of vegetables with
only 60 calories. “This is a previ-
ously-unattained level of
vegetable servings in the US mar-
ketplace,” says the company.
“The highest existing juices
contain two or less vegetable
servings in each 8oz glass”. No
artificial ingredients, preserva-
tives or added sweeteners of any
kind are used and the flavours
available are strawberry/banana/
kiwi, blueberry/pomegranate/goji,
and orange/tangerine/pineapple.
Thursday June 16 2011
(FOODNEWS online)
GENESIS Today, the Texas-based
100% superfruit juice company,
has two new functional bever-
ages. Wake Me offers a “natural
energy lift in the morning”. It
contains Vitamin B12, theanine
for focus, and pure Brazilian
guarana seed and green tea leaf
Ad-June 2012-.pdf
extract for energy. Relax Me is a
berry tea blend containing the-
anine, tryptophan and extract
from the Montmorency Cherry,
native to the US and “the best
natural source of melatonin on
the planet,” Genesis said. The
new drinks will be available
exclusively at Walmart stores
across the US in the refrigerated
juice and beverage section. Other
Genesis Today brands include
Açaí Berry, Cranberry Goji,
Pomegranate & Berries with Res-
veratrol and Omega Orange.
GUANABANA
23 September 2011
RUBICON Products Ltd launches
a new Pineapple & Coconut fla-
voured fruit drink in Canada
under its Sun Exotic Sparkling
brand name. Made with 10% real
fruit juice, the beverage is mar-
keted as free from artificial
colours and sweeteners, and will
be available in 330ml aluminium
cans. The company is also
1 6/13/12 9:19 AM
launching a Fruit Paradise variety
of its Sun Exotic Juice drink. The
product is described as a blend of
exotic guanabana, calamansi,
starfruit, passionfruit, papaya,
acerola and coconut water, and
contains vitamins A, C and E. It
retails in 1-litre paperboard
cartons and 288ml paperboard
drink boxes.
16 December 2011
COLOMBIAN exotic fruits
form the core of a new range of
fruit juices offered to the UK
foodservice industry. Juna was
started last year to develop a
supply chain stretching from
farmers in Colombia to Euro-
pean high streets. Its juices are
100% natural, and come in four
flavours: lulo, guanabana
(soursop), mora (Andean black-
berry) and mango. They are
packed in 250ml recyclable
bottles with biodegradeable
labels, with a suggested selling
price from GBP2.10 (USD3.29),
five pence of which is donated
to the Juna Project, which aids
grower associations in remote
parts of Colombia.
GUAVA
27 January 2012
GLOBALBEV, a beverages
company based in Minas Gerais,
Brazil, launches a new version
of its fruit juice line in the Bra-
zilian market. Juices from the
Fast Fruit line can now be pur-
chased in a 355ml version in
supermarkets, as well as in the
foodservice chain. The beverage
is available in peach, mango,
guava and grape flavours and in
two light versions. The Fast
Fruit juice line is manufactured
in the company’s GlobalFruit
pulp and juices unit in Visconde
do Rio Branco, acquired by Glo-
balbev in 2009. Globalbev is
also the Brazilian distributor of
renowned international brands
such as Pringles, Stolichnaya
and Monster Energy.
continued on page 22

C
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Kuiburi Fruit Canning Co., Ltd.

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Sirindhorn Rd, Bangplad, Bangkok 10700, Thailand
Tel: (662) 881-0530-5 Fax: (662) 435-0956
Email: sales@kuiburifruit.co.th
Website: www.kuiburifruit.co.th

© Informa UK Ltd 2012 - FOODNEWS® June 2012 www.agra-net.com 21

 Juices, Purées & Superfruits 2012
JUICES, PUREES & SUPERFRUITS 2010

continued from page 21 pomegranate/blueberry; lemon/ for the product, but TNI says period of time, creating a
29 March 2012 (FOODNEWS ginger/açaí; and goji/peach. The after just one week of pre-sales it sustainable energy lift that avoids
online) NFC juices,
beverages Juice
are packed concentrates,
in glass Purees,
is the most successful product the short lift and sudden ‘crash’
NEW UK start-up business, Mojo bottles, and are already
Concentrated puree, being IQF,launch in company history –
Tailor-made of other energy drinks. Agave
Smoothies, showcases a range of exported to the Netherlands, even more successful than the has a low glycemic index and not
small batch gourmet smoothiescompounds, Scandinavia and Verifruit®
the UAE. (infused fruit/pieces)...
launch of original Tahitian Noni only helps reduce the calorie
under the same at FOODEX/ Juice in 1996. The US sold out count but also helps prevent the
Food & Drink Expo 2012 in the 27 April 2012 of the 2 000 promotional pre- usual ‘sugar crash’ associated
UK. Three flavours are initiallySearching BHARTIfor a reliable,
Walmart, a jointsecure,
venturestable orderspartner for half
in less than year-round-
a day. In with high sugar drinks. The other
available with three more to deliveries betweenofIndia-based
high quality fruit and Japan,
Bharti vegetable ingredients?
the order lines were active ingredients remain the
follow soon. These include Enterprises and Walmart, offers a backed up for hours. In Russia, same as in the original version.
pineapple/banana/coconut, Thennew look no further!
range of ready-to-drink and parts of Europe, the sales The range is available from
strawberry/cranberry/golden kiwi fruit-based beverages under the staff had to work overtime to supermarkets and stores
and mandarin/guava/black carrot, SVZ,international
founded in Great1867,Value
is anbrand.
expert when meet itthecomes
needs to industrial
of the customers nationwide at a cost of
and are made from 100% juicesfruit The & vegetable ingredients.
range includes aloe vera,A large in portfolio
that area.is combined with ZAR16.00 (USD1.91) for a
and purees, and no concentrates.constant quality,
pineapple, fair pricing,
mango, lychee andand a high service level. 250ml can.
The drinks are also free of guava varieties. Prices are INR55
additives, preservatives, SVZ(USD1.04)
offers you for a
thereliable
aloe vera/partnership: POMEGRANATE June 15 2012
colourings or flavourings. Chief • Stable supply throughout the year
pineapple blend in 1-litre bottles, 18 May 2012 POM Wonderful has launched a
Executive, Paul Slijper, told • Backwards INR75 forintegrated
the mango supply
flavour chain
in POM Wonderful is now offering new 100% pomegranate
FOODNEWS the company would • Financial stability
2-litre bottles and(as part for
INR81 of cooperative
a its 100% Royal Cosun) juice in an concentrate to increase its
pomegranate
target the fine food market. Mojo 2-litre bottle of the lychee and 8oz bottle in the US. The juice is presence in the industrial
promises “high amounts of top Making guavayour life easier.
flavours. Growing
The Great Valueyouralready
business. sold in 16oz, 24oz, 48oz ingredients market. Available in
note fruits and pure juices which Withportfolio already includes
SVZ’s sustainable fruit other
& vegetable and 60oz packs. The new small
solutions. powder and liquid forms, the firm
give depth and silkiness to the juice flavours, plus cola and bottle will retail in grocery and claims that it is made without
end product”. SVZ,distinctly
the secureIndianpartner in your
varieties such as convenience
supply chain storesfrom
nationwide
field to fork! added fillers or ingredients. POM
jaljeera (cumin). for USD1.99. added that it was in a good
29 March 2012 (FOODNEWS position to move further into the
online) 01 June 2012 ingredients market, given its
A NEW range of organic non- NONI SVZ International BV - P.O. Box 27, 4870 AA Etten-Leur - The Netherlands
SCHECKTER’s,
Phone +31 (0)76 50 49 494 - Telefax a South
+31 (0)76 50 49 400 African
- www.svz.com supply chain of California
- info@svz-nl.com
carbonated soft drinks is 16 March 2012 manufacturer of organic Wonderful variety pomegranates
launched
1039 SVZatAdv_FoodNews_28th_Jun10.indd
the UK’s Food & TAHITIAN
1 Noni International beverages, has introduced its new for the POM Wonderful 27-05-10100%
09:02

Drink Expo by BerryWhite. The
JUICES, PUREES & SUPERFRUITS 2010
range is made entirely with
organic ingredients and blends
(TNI) announces a new bioactive Lite range; Fairtrade-approved Pomegranate Juice from which
beverage which, it claims,
contains more iridoids than any
energy drink that uses organic
agave instead of cane sugar,
the concentrate is derived.

issuperfruits
tea with available
goji, blueberries and
such as açaí, other online
product on the market: towithdownload which means it has a third less
double the iridoids of Extra, and calories. The blend of organic
FREE ONES TO WATCH
www.foodnews.co.uk/marketreviews
pomegranates. Four flavours quadruple the iridoids of its fruit juices (lemon, pomegranate Aguaje, Blackcurrant, Camu-
comprise
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© Informa UKwww.agra-net.com
Ltd 2010 June 2010 23
© Informa UK Ltd 2012 - FOODNEWS® June 2012
Fruit juices/Smoothies/Vegetable juices
Medibel SA - N.V Tuinwijkstraat 65 Bus 1 / B -1930 Zaventem / BELGIUM
tel.: 0032 (0) 2 725 19 20 - fax.: 00 32 (0) 2 725 48 07
medibel@medibel.be _ www.medibel.com
 JUICE CONCENTRATES

FRUITS
· Apple Clear · Apple Cloudy · Kiwi
· Plum · Prune · White Grape · Peach

VEGETABLES
· Green Bell Pepper Cloudy · Carrot Cloudy
· Red Bell Pepper Cloudy
ESSENCES
· Apple

EMPRESAS CAROZZI
Camino Longitudinal Sur 5201, Nos, Santiago • Chile • Tel.: (56-2) 377 6500 • Fax.: (56-2) 377 6505
e-mail: info@agrozzi.cl • website: carozzi.cl