Juice Su111111it 2015

EVENTS
Juice Su111111it 2015
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Consumption
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CSR
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Europe
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Growth
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Juice Market
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USA
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Around 500 participants attended the Juice Summit 2015 held in Antwerp, Belgium - a summit
meeting of the international fruit-juice industry in the real sense of the word. Taking the motto
"From the industry for the industry", the organisers AIJN, IFU and SGF, sent out invitations for the
third time in series. Focus was on dynamic developments in the global fruit-juice market, the inter­
national sourcing market and last, but not lec!st, the topic of corporate social responsibility (CSR),
i.e. the responsibility of companies to ensure sustainable enterprise. The two-day event held on
October 7 - 8, 2015, provided representatives from the international fruit-juice industry with a
varied conference programme and top keynote speakers from throughout the world.
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In their welcoming speeches the presidents of the three association organisers agreed in their em­
phasis on the necessity for the Formation of this platform for the international industry. Marjan
Marjan Skotnicki-Hoagland,
President AI/N
© all photos: Erik Luntang Skotnicki-Hoogland, President of the AIJN, underlined the importance of collective action given the
background of negative headlines for fruit-juice and Dr. Joachim Tretzel, President of the SGF, em­
phasised the necessity of cooperative activities.
The technical session included a series of presentations. Fran(ois LURO, Scientist at the National
Institute of Agronomical Research, AGAP INRA Corse, France, spoke on the topic of "Classification
of Citrus Fruits". Zdenek CERNY, General Manager Juice and Still Beverages CEWA, GESA, Germany,
discussed the question of how processing differs for vegetable & fruit juice. Gert VAN MANEN,
President, iTi Tropicals, USA focused on coconut water processing and the related benefits for con­
sumers, such as it being naturally low in calories and sugar, and fat free. The benefits this provides
for beverage developers are a gentle flavour, a translucent colour and its good availability as con­
Dirk Lansbergen,
Presiden IFU
centrate and NFC. Erlon PEREI RA, Head of Business Unit Flavours, Döhler Group, France, described
new developments in flavour systems. According to Pereira, the juice category is moving towards
products with more added-value and focussing on vegetables, 'fresh goodness' and full fruitiness
with eye-catching colours. Purity, naturalness, authenticity and refreshment are key aspects that
must be supported by flavour systems. lndividualization, customization and emerging taste direc­
tions open up many opportunities for innovations in "traditional" flavour tonalities (e.g.: orange,
apple). Orange/citrus remain the number:�rne taste tonality for juice based beverages where
"affordable sustainability" is a a key driver for innovation in new generation flavour systems. David
HAMMOND, Fruit Juice Authenticity Expert, Eurofins, UK, described new spectroscopic techniques
for fast and reliable evaluation of fruit juices. Harnmond pointed out that "We all need to take care
to root out the 'bad guys' as they only damage the whole juice industry." In their presentation,
Susanne KOSWIG, Technical Manager IRMA, SGF, Germany, and Thomas GAUTHIER, General Secre­
tary UNIJUS, QUALi JUS, France, described international monitoring of raw materials and the Euro­
pean Quality Contra! System (EQCS). Ana VALERA, Packaging Technologies Department, AINIA,
Spain, rounded off the impressive series of presentations with her information about "New Devel-
j
Happy faces: Jose Henrique Cutrale jun and
Marjan Skotnicki-Hoogland
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starts deveJopt g
Gert VAN MANEN,
iTi Tropicals, US
November/December 2015 ��
EVENTS
opments in Packaging & Bottle Disposal from an Environmental Perspective." She focussed on the
question of the importance of packaging for product development. lt increases shelf life, plays a
key role with regard to food safety, provides consumers with important information and is, "the last
bastion in marketing." On the topic of environmental trends in packaging, Valera highlighted new,
sustainable, functionalized and competitive PHB materials based on fruit by-products providing
advanced packaging solutions and non-packaging applications. One very interesting aspect is use
of wastewater from fruit juice industries as a cheap feedstock for production of biopolymers.
The dynamic developments in the global fruit-juice industry formed the topics for Session 1.
Alexandre CARVALHO,
Tetra Pak, ltaly
Thorsten HARTMANN, Director of Consulting Europe, Middle East, Africa, Canadean, highlighted
"Juice and Nectars Putting Europe in Perspective". In Germany the juice category suffered from
changing consumption patterns due to consumer trends like 'on the go' consllmption and busy
lifestyles that limit breakfast to coffee and grabbing something to eat for the road. The trend to­
wards high quality products continued, yet due to its small volume base, did not counteract the
volume loss overall. The trend towards premium products is seen in added-value segments like
organic, fair trade and juices with reduced fruit acid. In Franceithe juice markets continued to de­
cline by more than 3 % in 2014, driven by a continued drop in consumption of ambient and concen­
trate juice. Consumers prefer to buy lower quantities of juice, but juice of high quality i.e. NFC juice.
Naturalness, pureness, freshness are top of the consumer's agenda when it comes to juice and NFC
juice meets these requirements best. Turkey and Poland continue to be the top performing Eastern
European markets. In Turkey, growth in juice was due to the good performance of Coca-Cola's Cap­
py and PepsiCo's Tropicana brands. Both companies support�d their product ranges with market­
ing activities and new product developments.
Even though overall declines are forecast in the US, the premium juice segment is expected to con­
tinue to evolve and Fragment, with low sugar options continuing to drive growth in the nectar cate­
gory. This strong performance by nectars is attributed to new products with reduced sugar levels
and lower juice content.
Filippou MATRONA, Stills General Manager, Coca-Cola Central, East and West Africa, summarises
the situation in Africa with the words: 'Who dares, wins' or less literally, nothing ventured, nothing
gained. In her opinion, consumption of fruit juice will double by 2020. South Africa is currently the
largest juice market, but will soon be overtaken by emerging African markets, such as Egypt, for
example, where juice consumption is growing fast. Coca-Cola intends to source 80 % of fruit used
in the production of its juices FOR AFRICA- FROM AFRICA by 2020.
Alexandre CARVALHO, Marketing Services Director, Tetra Pak, explained key trends for the fruit­
juice industry in Latin America and posed the question of what Europe and Latin American could
learn from each other. The motor driving growth for 100 % juice is Brazil with 2.5 billion litres of
freshly squeezed juice each year. The nectar market is led at a clear distance by Chile and
Venezuela.
Session 2 outlined the juice supply chain and Prof. Dr. Marcos Fava NEVES, University of Säo Paulo,
Brazil, first speaker of the day, posed the question of what the future will bring for the retail food
Gala Dinner at Zuiderkroon: The atmosphere was excellent and everyone seemed to
have a great time.
�� November/December 2015
Er/an PEREIRA,
Döhler Group, France
David HAMMOND,
Eurofins, UK
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EVENTS
Paneldiscussion with the industry leaders
Jose Luis CUTRALE and Thomas HINDERER
Paneldiscussion an the juice supply chain with
M. NEVES, T. HURSON, D. NURY and D. G/AMPETRO
trade. He emphasised that 2014 had been the warst year for all food commodities since 2010.
Neves forecast that prices will remain unchanged until 2024 and that the role of cost efficiency will
become even more important. According to his statements, the countries to come out winners will
be those which can manage their resources most successfully. In Brazil, a collective method for
forecasting harvest yields has been developed. All those involved in the project have access to the
data collected, which includes, for example, maps of the citrus plantations and the number of trees.
Further information about harvest forecasts and surveying of citrus trees can be found at
www.fundecitrus.com.br.
Tom HU RSON, Senior Vice President, lngredient & Foodservice Sales, Tree Top lnc., US, gave an
Apples & Apple Juice Outlook. 2014-15 was an interesting apple juice year where Poland produced
a record apple crop just as Russia enacted an EU embargo and China AJC processors underestimat­
ed Europe's ability to expand in the US. As largest supplier, Poland currently dominates the Europe­
an AJC trade. The US is the largest AJC import market and very important for growth of the Polish
AJC. China dominates other global import markets and Chile is currently the number three AJC
exporter.
The second congress day was focussed on the topic of CSR which was presented from a trade point
of view by Hugo BYRNES, Vice President Product lntegrity, Royal AHOLD, NL. His credo: "We want
commitment on our products, otherwise we suspend the supplier". Byrnes reported on his
HugoBYRNES
Royal AHOLD, NL
company's CSR measures applying to coffee, tea, cocoa, soya and palm oil.
An increasing number of consumers are tur_ning to products with low sugar and salt content, healthy
fats and higher levels of fibre. Clean labelling is the catchword. In this digital age, manufacturers
are challenged to gain consumer trust through open communication and transparency and to suc­
ceed in balancing health aspects, sustainability and pleasure over convenience at an acceptable
price. lf price is the only means available to manufacturers however, it will be difficult to satisfy all
consumer expectations, stated Fran(ois SONNEVILLE, Director Beverages, Rabobank lnt. Food &
Agribusiness Research and Advisory, U K.
Rick KRESS, President of Southern Gardens Citrus, posed a thought-provoking question on the
topic of citrus greening disease: What if biotechnology is the only Answer? Given an increasing
demand for orange and apple juice, of example, and the undeniable effects of citrus greening, he
declared that the agri-business and the food industry have done a very poor job of educating con­
sumers on where food comes from and how.
The auditorium was impressed by the very varied programme of presentations on highly topical
questions and is already looking Forward to meeting up again in October 2016. More detailed infor­
mation will follow in the next issues of FRUIT PROCESSING.
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November/December 2015
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