Every drop counts - How AUSTRIA JUICE Thinks About Water in Cycles

Water is the origin of our products – and at the same time a resource that is coming under increasing pressure worldwide. World Water Day on 22 March serves as an annual reminder of how crucial responsible water management is for people, ecosystems and entire value chains. 

The international motto for 2026, “Where water flows, equality grows”, places water at the centre as a human right and a key enabler of sustainable development.  Europe, too, is facing growing challenges: the EU is working on a comprehensive Water Resilience Strategy to safeguard the long-term security, quality and availability of water – a response to increasing droughts, overuse and the impacts of climate change.

For us at AUSTRIA JUICE, water is far more than a production factor: it is the foundation of our raw materials, our processes and our responsibility towards nature, regions and future generations.

Water: The Beginning of Every Value Chain

Water enables growth – from blossom to harvest. In processing, it plays a central role: in washing and pressing the fruit, during concentration and in cooling.

However, climate change is altering the availability of natural water sources. In many regions, rainfall is becoming more irregular, irrigation requirements are increasing – and the tension between the highest product quality and minimal water consumption is growing. This is precisely why we pursue a clear approach.

Our Approach: Circular Systems Instead of Consumption

At AUSTRIA JUICE, we optimise water use along the entire value chain, with a focus on reuse, circular economy principles and nature-based solutions.

1. Multiple use of process water

Wherever possible, we use process water multiple times – for example in cooling processes or for internal cleaning tasks. In this way, we reduce fresh water demand without compromising hygiene or product safety.

2. Recovered “fruit-derived water”

During juice concentration, water is extracted from the fruit raw material (evaporation → condensate). We reintegrate this “fruit-derived water” into the production cycle – for example as transport water for apples, gently conveying them from delivery to the mill. This conserves resources exactly where they originate.

3. On-site wastewater treatment plants – responsibility to the last drop

Our sites are equipped with their own wastewater treatment plants, ensuring that treated water is returned to the environment clean and properly processed. In doing so, we take responsibility for local ecosystems and strengthen water quality in our regions.

AUSTRIA JUICE poplar plantation in Hungary

Best Practice: Wastewater Treatment Using Poplar Fields

A particularly striking example of sustainable water management is our site in Vásárosnamény (Hungary), where since 1994 we have been using a 35-hectare poplar plantation as part of our wastewater treatment concept.

This is how the system works:

• Pre-treated process wastewater is adjusted to a neutral pH and carefully applied to the poplar fields.
• The water infiltrates the soil and is naturally purified within the soil–root system of the poplars.
• It then returns to the groundwater, making it available to the region once again.
• Nutrients contained in the water also promote the growth of the poplars – an example of effective nature–technology synergies.
• Up to 200,000 m³ of wastewater are treated in this way each year.
  Quality is strictly monitored through regular measurements, including the use of a calibrated flow meter, as well as groundwater and wastewater analyses.
• This solution conserves natural water sources and strengthens the regional water balance – in line with European guidelines for sustainable water systems.

Our Impact: Making Progress Measurable

Since 2019/20, the AUSTRIA JUICE Group has reduced its fresh water consumption by 12% – thanks to optimised circular systems, state-of-the-art production technology and forward-looking site development.

This progress clearly demonstrates that efficiency and high product quality are not mutually exclusive. On the contrary, the careful use of water also strengthens the resilience of our raw material supply chains and the long-term viability of our business,

Preserving Water – For Today and Tomorrow

Water protects biodiversity, secures harvests and enables high-quality food. As part of a global industry, we bear a particular responsibility to use every drop consciously – for our customers, our regions and the generations to come.

The World Water Day motto also reminds us that water is closely linked to social justice. Access to clean water creates opportunities – for education, health and participation.

Conclusion:

World Water Day highlights that water is a resource we must protect – globally as well as locally. For us, this means raising awareness, continuing to invest in intelligent circular processes and nature-based solutions, and continuously strengthening dialogue with partners, customers and the scientific community. In this way, we make our contribution to a future-proof water economy – and ensure that every drop retains its value.

Sources:
https://commission.europa.eu/topics/environment/water-resilience-strategy_en
https://www.unwater.org/news/%E2%80%98where-water-flows-equality-grows%E2%80%99-world-water-day-2026-campaign-launches