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How sustainability counts in a holistic supply-chain


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At a time when the call for regional food and sustainable production is getting louder and louder, sustainability is becoming increasingly important. At the global acting company AUSTRIA JUICE, the comprehensive sustainability strategy has proven itself, especially during the crisis.

Companies that focus on sustainability, regionality and organic produce are not only able to act ethically and responsibly, but also benefit from numerous economic advantages. With many good reasons, AUSTRIA JUICE has committed itself to sustainability in every sector. The past two years of crisis have once again clearly shown that this clear decision was the right one.

Regionality as an economic factor

An essential aspect of AUSTRIA JUICE's sustainability strategy is regionality in the cultivation and harvesting of raw materials. For AUSTRIA JUICE, regionality has been a central component of the value chain from the very beginning. With 14 fruit-processing production sites worldwide, each of which is located in the immediate vicinity of the fruit-growing regions, the company can supply its customers regionally. The short transport routes enable the fruits to be processed quickly, which means that there is a maximum of 24 hours between harvesting the fruits and producing the juice concentrate. The rule is: "From the field to the press in one day".

The advantages are obvious: short transport routes reduce costs, guarantee the freshness and quality of the products and at the same time reduce CO2 emissions.


Serving the entire value chain, direct access to raw materials and short distances have once again proven to be a successful strategy, especially during the crisis years. Among other things, AUSTRIA JUICE was able to reliably guarantee production and delivery reliability and thus had a clear competitive advantage.

Transparency creates trust

Fair cooperation with farmers is also part of the sustainability strategy. Through long-term contract farming projects in Hungary and Poland, the company supports local farmers, improves their economic situation and contributes to environmental protection. The focus is on the cultivation of resistant apple varieties. These reduce the use of pesticides, while the selection of suitable varieties is adapted to the climatic conditions.

Production to be 100 percent sustainable by 2030

At AUSTRIA JUICE, sustainability is a supporting pillar of the corporate strategy. As a member of the Sustainable Juice Covenant, the company, together with other beverage producers, is pursuing the goal of producing 100 percent of the product sustainably by 2030. The entire supply chain is checked against sustainability certifications, while a uniform social audit ensures compliance.

Organic products are also to move further into focus. In view of the increasing demand for natural and sustainable products, the company has doubled its range of organic products in recent years. Already nine of AUSTRIA JUICE's 14 plants are certified organic and offer a variety of organic products such as apple, black currant, strawberry, sour cherry, chokeberry and elderberry.


The pandemic has also shown that consumers are even more concerned about sustainability than before. To meet this need, global market research institutes recommend that companies commit to sustainable production and improve the environmental performance of their products. Certification schemes such as the Sustainable Juice Covenant play an important role in enhancing transparency and trust.


The last two crisis years confirmed that sustainability is a crucial success factor for resilience in business. AUSTRIA JUICE has been able to strengthen its position in the market through long-term cooperation with partners and suppliers, efficient contract management and a commitment to sustainable production.

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Johann AmonAuthor


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