Declining consumption of orange juice
is a global phenomenon, stemming from
the competition of other alternative bev-
erages, but the sector is reacting, in order
to win and recover markets. It is the most
consumed citrus product in the world
and its share in the juice market reaches
36%. However, global consumption is fall-
ing and, in particular, in the European me-
dia, the product suffered contestations,
with great interference in demand. Fur-
thermore, in many countries surveys at-
tested to the fact that young people were
unaware of the health benefits from juices.
In light of this situation, organs of the sec-
tor are now conducting comprehensive mar-
keting initiatives on behalf of orange juice in
Europe and for its promotion, with an eye
on “reaching”, on the grounds of scientific
information, the real value of this liquid, as
a healthy beverage, indispensable in people’s
diets”, emphasizes Ibiapaba Netto, executive
director of the National Association of Citrus
Exporters (CitrusBR). The entity supervises
the project, along with the European Associ-
ation of Fruit Juices (AIJN, in the French acro-
nym) and involves all major companies.
“Several studies were mapped all over
the world, focused on the benefits of or-
ange juice, based on scientific support, thus
clarifying all the doubts about the subject”,
says Larissa Popp Abranhão, internation-
al affairs’ director at CitrusBR. The organ
of the exporters insists that the material is
handed to doctors, nutritionists and opin-
ion makers in Europe, in a vast effort in
public relations, and the expectation is for
good results to be reaped in the future, thus
boosting consumption, fundamental for
the Brazilian sector, leading global supplier.
Campaign across the
EuropeanUnion, biggest
consumer of orange
juice, tries to rescue and
praise the benefits of
the beveragewith an eye
on themarket
The real
value
Promising times
In the meantime, the Country has every condition to continue supplying the world. Brazil, says Maurício Mendes, from the Citrus
Consultancy Group (GCONCI) and partner at Agriplanning Agribusiness Consultancy, “has the biggest capacity to supply the world with
quality juices at more competitive prices”. He recalls that the “Country is more competitive than the biggest competitor, Florida, in the
United States in spite of the tax burden of upwards of US$ 400 per ton of juice”, besides highlighting the efficiency of the farms, resulting
into lower costs and better technology, logistic structure and industrial scale.
The consultant equally refers to the potential influence upon consumption stemming from the higher prices of the product at international
level, at a time when even demand falls in smaller proportions compared to production. “If there are further declines in volume, only themost
efficient operators will survive, which is the case of Brazil”, he states with optimism. And he concludes: “I can spot a very promising horizon for
those who are competent enough to produce with quality. The worldwill takemore andmore orange juice, a hundred percent made in Brazil”.
DE OLHO NO FUTURO
A LDC acredita que, para crescer de forma sustentável, é preciso investir continuamente
em seus colaboradores, na eficiência operacional de seus ativos e na relação com as
comunidades e o meio ambiente. Presente em toda a cadeia de valor da produção de
sucos e commais de 25 anos de experiência no setor, a companhia trabalha com seu
diversificado portfólio para levar o produto certo ao local certo, no tempo certo.
