“Meyed aims to develop consciousness regarding fruit juice,” said association chairman, Alaaddin Güç, who noted that the group’s new motto is ‘Either eat five pieces of fruit a day or drink their juice’.
Güç added that the fruit juice market is continuing to grow despite the global crisis. “Between 2000 and 2007, our sector saw 15% to 20% annual growth,” he said. “Comparing the start and the end of the periods, we see a two-and-a-half-fold increase.”
The association, which has 42 fruit producers as members, expects to see 5% growth in the sector this year. “Despite the contraction in the sector, we have not laid off any employees,” Güç said. “There are 600,000 people working in the sector, and we’re expecting new investments. Currently, 35 member companies are exporting to more than 150 countries.”
Meyed secretary general, Ebru Akda?, noted that consumption of juice per person in Turkey stands at 11 litres, compared to an average of 25 litres in European Union member countries. Germany consumes 40 litres per person; the US 33 litres; Finland 32 litres; and Spain 27 litres. Meyed is targeting a consumption level of 14 litres in Turkey by next year, Akda? said.
Jan Hermans, the secretary general of the European fruit juice association, AIJN, said the organisation fully supports Meyed’s campaign, adding: “The Turkish fruit juice sector is in a good position, but it still has a long way to go.”
Source: Hurriyet Daily News
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