The seeds of an enterprising idea from the Turkish Juice Industry Association two years ago have now taken root around the world from the US, to Australia and China.
All these and many other countries will be squeezing as much fruit as possible out of the third World Juice Day tomorrow.
It seems a thoroughly worthy endeavour. How many other products are entirely natural and merit support from numerous governments as part of their policies to improve consumer health?
Fruit juice is increasingly widely recognised as contributing one of the recommended five-a-day portions of fruit and vegetables. Cheers to liquid fruit.
Richard Hall is chairman of Zenith International
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