Introducing Citrosuco and the Big New Trend – NFC Juice

On October 1st, 2020, Citrosuco and FSL formed the start of a long and prodigious partnership to supply our customers with the finest FCOJ and Orange NFCs from Brazil.

With over 60 years in the orange business, Citrosuco is the world’s leading orange derivatives manufacturer, producing 26 Million Hectoliters a year which makes up 40% of Brazil’s total orange juice production – allowing them to capture 23% of the global market share for Orange Juice. Citrosuco has 25 farms, 7 offices and

4 production facilities across Brazil in addition to their own ships and port terminals. They employ 5,000 permanent and 7,000 seasonal employees.

Like FSL and the rest of our partners, Citrosuco maintains a strong commitment to environmental sustainability and carries the most prestigious sustainability certificates for all its products which can in turn can be applied on the end consumer product.

We look forward to introducing Citrosuco’s high quality and high value ingredients to our customers in the Middle East, Africa and India.

With the health trend accelerated by the COVID-19 pandemic, consumers are seeking fresher, cleaner and more natural food and beverage products with immunity boosting potential. The fresh juice category, despite commanding a premium price with only a 3-4 day shelf life, has seen strong growth in our region as is evident from the success of brands with freshly squeezed juice in the market.

Orange juice, with its highly appealing taste, is also consumed for its health properties – primarily its immune boosting Vitamin C which has prompted a surge in orange juice sales globally since the advent of the pandemic.

We believe that the opportunity and time is ripe to introduce NFC Juices to meet the growing consumer demand for fresher, better tasting, healthier and cleaner label orange juice with a shelf life of up to 1 year and which is loaded with immune boosting Vitamin C.

Due to the consumer perception of NFC being more natural and less processed, the product commands a premium price as is evident from the high prices of freshly squeezed juices in the market. We believe that NFCs can be perfectly positioned between the crowded concentrate market and premium freshly squeezed juices. NFCs can command premium prices, longer shelf life and more efficient distribution models when compared to freshly squeezed.

For this reason, NFC launches are growing rapidly across the world and the market is growing fast in countries such as Germany, Spain, Italy, Russia & China.

NFC Launches are growing across the globe with a growth rate of over 40%

The statistics above shows that while the prices of FCOJ have fallen 7.5% in the USA, prices of NFC rose by 13.7% during the same period.

A clear indicator of shift in consumer demand and a call for brands to adapt to the growing market and revenue opportunity with NFC products.