We squeeze the fruit, not the truth
How can we do it?
By being more open and honest in how we talk about juice, and more innovative in the way we make and store it.
The ‘fresh juice’ myth
For years in order to give the impression of freshness and healthiness, juice companies have said their juice must be refrigerated. But in reality, no juice is actually fresh (unless it’s squeezed in front of your eyes) – by the time you see it in supermarket fridges your juice has already been squeezed, pasteurised and shipped from the warmer parts of the world, then pasteurised again, repackaged, stored in chilled warehouses and transported in refrigerated lorries to the supermarket.
Really, the only thing you need to keep your juice tasting great is airtight packaging. Chilled is a serving suggestion, not a storage necessity. All that energy used on refrigeration along the supply chain is completely unnecessary.
When it comes to fruit juice we believe less is more.
We love fruit juice (obviously). But let’s be honest. Fruit juice is high in sugar, and high in environmental impact. We’re not saying give it up (that would be strange coming from a fruit juice company) but it’s time to see juice as a treat. Something to enjoy in glasses half full.
Our great tasting, all-natural juices are packed in airtight containers, so we don’t waste energy on unnecessary refrigeration along the supply chain, reducing CO2 emissions by 25%.
We’re asking other brands to step up
If all juice brands in the UK joined us and removed unnecessary refrigeration from their supply chains, we could save 800k tonnes of CO2 per year, that’s more than the annual output of 100,000 UK adults.
We’re still working on it
The great tasting juice we love will never be low impact, environmentally speaking.
Those pineapples and cranberries can really rack up the air miles, so unless we’re all going to give up juice for good, we have to accept it’ll never be perfect.
Removing refrigeration from the supply chain is a big step, but we‘ll always strive to do better, and will always be honest about our juice and its impact on us and our planet.
We’re currently working with the hospitality industry and retailers to dream up new ways to lessen the impact of fruit juice for everyone. So watch this space.
If you have an idea to share, or question to ask, get in touch. We’d love to hear from you.Get in touch
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