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The call for regional food and raw materials is getting louder. Which advantages it brings to produce regionally and sustainably - and how AUSTRIA JUICE scores with regionality.

Regional products are the better ones: they save costs through short transport routes, can be delivered fresher and protect the Co2 emissions. According to surveys by Euromonitor International, the market for organic foods and beverages in developing countries grew by 36 percent between 2011 and 2016. The major trends of mindfulness and clean eating have taken the beverage industry to the next level, lifting the high demand for health and wellbeing products to an even higher level.

For AUSTRIA JUICE, regionality has been a cornerstone of the value chain right from the start. Each of the 14 plants worldwide is located in close proximity to the raw material growing areas, and through production in various countries, AUSTRIA JUICE can supply its customers on a regional basis. Due to the short transport routes, the fruits can be processed quickly and a maximum of 24 hours pass between harvesting and processing.
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Regionality and organic as a sales argument

Sustainability is also a significant sales argument for the end consumer. Here we state some market research datas, which underline the importance of sustainability and regionality.
According to Mintel, 53 percent of US consumers already say they prefer to use products from greener companies. 24 percent of Spanish consumers consider the environmental impact of buying a product. 62 percent of global consumers turned to more local food and drink in order to lead a more sustainable lifestyle and 73 percent believe 100 % natural products are better for them. 50 % of global consumers are seeking more information on the origin of procuts than ever before.

According to the pandemic, 69 percent of professionals expect consumers to be more concerned about sustainability than they were before COVID-19. 
Seasonal local products and product components as well as minimal processed foods and drinks can contribute to this. In addition to the geographical proximity, consumers particularly value the social and qualitative characteristics of local food with regard to sales and production.
Sustainability Download

For a sustainable sales strategy, the global market research institute offers the following three recommendations for industry and producers:

1. Selling sustainability: Commit to sustainable production, because consumers have realized how important it is to the environment. 

2. Preserve resources: Improve the environmental compatibility of juice by producing resource-friendly.

3. Clarity through certifications: Commit to certification schemes to prevent allegations of "green washing" by skeptical consumers.

The brand "Organic": trust and quality

Certification for sustainability, but also the label "Organic" are useful to strengthen transparency and trust. The Organic brand has become very well established in Europe. It is believable and consumers know what to buy with a product bearing the organic label. Accordingly, the demand for organic products is constantly increasing.

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AUSTRIA JUICE: nine out of 15 plants are certified organic

Owing to strong demand, AUSTRIA JUICE has doubled the supply of organic products in the last several  years: For example, 9 of the 14 plants worldwide are already certified organic. These plants are located in Austria, Poland, Hungary, Germany and Romania. For the apple, blackcurrant, strawberry, sour cherry, aronia and elderberry varieties, the company offers a rich organic portfolio in line with market demand.

CONCLUSION:

Regionality and organic production are not only essential for the ethical responsibility of companies. Customers and consumers are increasingly calling for transparency and sustainability. AUSTRIA JUICE operates 14 plants worldwide, each of which is located near the growing areas. Nine of these plants are already certified organic.

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Source: FMCG Gurus, 2020
Source: Lightspeed/Mintel 2019 in „Sustain juice sales through sustainability“, Julia Buche, November 2018
Source: Euromonitor International, Passport – Certified organic: Opportunities in Food and Beverages“, July 2017

Julia Wurzer

Julia WurzerAuthor

Marketing Manager

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