The importance of citrus for the juice and beverage industry

The Juice Industry - as any other industry – needs to manage the short-term while planning, executing andmanaging the long-term needs. Over-emphasis on the short-term leaves us exposed on those longer-termchallenges that are quite specific to our Industry – nature does not operate on a quarterly basis - and many ofthe decisions that we are required to take to ensure the future prosperity of our business need a multi-yearand multi-decade perspective and financial commitment. So while the short-term outlook for sales is bothchallenging and volatile, we need, as companies and as an Industry, to continue to plan for the future. Our vision of operating in Juices is the result of a three pronged strategy applied consistently wherever weoperate: . Sustainable sourcing: We have set out to partner with growers, processors and juice suppliers to ensurelong term supply of juice at competitive prices, while minimizing our environmental footprint, benefitingthe communities where we operate and ensuring we receive juice that consistently meets our stringentquality standards. . Implementing efficient operating practices: Marketing fruit juice demands a completely differentapproach when compared to other beverages: convert juice ingredients into packaged juice & deliver tocustomers through a “Fit for Purpose” juice operating model supported by the right processes, advancedanalytics and sensory science. . Delivering compelling consumer propositions led by a Global “Master Brand”: We have united multiplelocal brand names under a single mainstream global umbrella brand that shares common Visual IdentitySystem, brand architecture and integrated marketing communication and spans multiple juice productsegments. . A scientific approach to preserve and grow the business: It’s our belief that the historical model ofsegmentation of the Industry in three isolated production chains is not valid anymore. Growing,Processing and Marketing are part of the same effort to secure the via