Colruyt Launches Pure Juice Line To Support Growers

By Steve Wynne-Jones
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Colruyt Launches Pure Juice Line To Support Growers

Colruyt Group is now selling pure apple and apple-pear juices to support local Belgian producers.

Boni Selection, Colruyt and OKay's house brand, now offers 250,000 bottles of each flavour. The pure juices are made from 457 tonnes of Jonagold apples and 94 tonnes of Conference pears from long-term fruit suppliers.

Colruyt decided to launch the beverages because Belgian fruit producers are suffering due to overproduction, resulting low prices, and an export ban to Russia.

Rony Neufkens, department head of vegetable and fruit purchasing, said that it is important to boost their long-term suppliers. “We’ve been working with these fruit growers for a while, and we understand all too well how difficult having this excess fruit in the sector is for them," he said.

© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Fabian Novakovics. To subscribe to ESM: The European Supermarket Magazine, click here.

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