The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

The future’s bright for new ethical fruit juice brand Good Natured, as it celebrates a highly successful UK launch of its pure fruit juice range, with listings secured in Tesco, Waitrose, Booths, Fresh and Wild, and Whole Foods Market from the end of February.

Good Natured juices launched in October 2007 with two products in the range: Pure Orange and Pure Tropical, available in one litre cartons. All of the 100% Valencia oranges used in Good Natured come from the Rainforest Alliance Certified Del Oro Farm in Costa Rica which has met a comprehensive set of standards. These include worker protection, access to medical care, education for farm workers and their families, ecosystem conservation, agrochemical reduction and wildlife protection.

Research* has also shown that because Good Natured is made from concentrate, its carbon footprint is some three times smaller than an equivalent ‘not from concentrate’ juice.

Good Natured founders, Greg Boyle and Wayne Hitchman, have been delighted with the response to their products and have already extended the range with 25cl prisma pack versions of both the Pure Orange and Pure Tropical flavours.

Greg Boyle said: “Consumers wishing to make a sustainable purchase in the juice category are currently faced with a very limited choice, so once we knew we could source such great-quality, sustainably farmed fruit from the Del Oro farm, we realised that there had to be an opportunity there.”

With a strong on-shelf presence thanks to its distinctive rainforest-inspired packaging and highly visible Rainforest Alliance CertifiedTM seal, and impressive flavour (with no added sugar, flavourings or preservatives), Good Natured has struck a chord with buyers.

“The Rainforest Alliance is one of the leading sustainable certification schemes and is increasingly recognised by consumers, particularly following McDonalds’ switch to Rainforest Alliance Certified coffee last year,” added Greg. “Our use of Rainforest Alliance Certified fruit makes us confident that not only is Good Natured juice sourced in a way that's good for the planet and good for people, but it also tastes great, making it a real win for the consumers and the farmers.”

* Carbon footprint of Good Natured 'from concentrate' and not-from-concentrate fruit juice, post juicing to packing – ERM, Dec 2007.