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Jacques BENAICHE: Chairman and Chief Executive Officer - CULINA SA
INTRODUCTION
Orange juice is the most widely consumed fruit juice in France, accounting for almost 60% of sales. The range of products on offer is also vast, and consumers have good reason to get lost between the fresh and ambient shelves, the different appellations, the qualities advertised and the defects concealed, not forgetting the targeted advertising that makes this drink almost unavoidable.
There are many reasons for the large number of orange juices available, and the selection criteria are generally as follows:
geographical origin of the fruit ;
variety ;
their production method (conventional or organic);
the manufacturing process: juice extraction, addition of substances, dilution ;
preservation: untreated, pasteurized, flash-pasteurized, high-pressure, concentrated, frozen and the associated shelf life;
the composition of the juice: pure, reconstituted from concentrate, with or without sugar, pulp and additives (preservatives, acidifiers, flavourings, etc.), nectar ;
Taste and nutritional quality, in particular the vitamin C (and recently calcium) content, combined with the "freshness" of the juice;
packaging (bottle, brick), labelling, packaging;
presentation to the consumer on the shelves: fresh or ambient ;
the price.
Orange juice is, first and foremost, a beverage whose main function is to quench thirst; what's more, its taste, both tart and sweet, is pleasant and much appreciated.
But oranges are also a high-quality foodstuff, rich in nutrients essential to the body, such as vitamin C: it's essential for humans to obtain this vitamin from their diet, as they can't synthesize it themselves. Today's consumers are well aware of the vital role played by food in maintaining good health: the "vitality and well-being" benefits of oranges are well known.
Admittedly, it has been greatly influenced by advertising, which widely promotes the dynamic and beneficial image of a large glass of orange juice at breakfast. Vitamin C is adorned with all the virtues demanded by our times: tonic, anti-stress, anti-infectious... it's got what it takes!
The ideal fruit is squeezed just before consumption. But it has to be ripe, freshly picked and free of pesticides to enjoy all its benefits. Unfortunately, oranges are often imported from faraway countries. While...
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References
References
- (1) - FENNENA (O.R.) éd - Food Chemistry. - Marcel Dekker, inc.
- (2) - JOUVET (J.L.) - Qualité microbiologique des aliments - .
In Engineering Techniques
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