Jugos, bebidas, vinos y licoresNov. 3, 2017
Jugos: Reporte señala aspectos relevantes y recomendaciones de los países de la Unión Europea para exportar jugos de frutas
100% orange juice and other juices are a ‘must-have’ healthy drink on many breakfast tables. However, across Europe and beyond, some consumers are avoiding juice as it is unfairly demonised by certain influencers and media. Sugars, and the obesity epidemic, are making worldwide news and it is right that governments do their best to support healthy eating. It is clear that many people are overconsuming sugars, but cutting out juice – and all the nutrients it contains – is not the solution. 100% juice is a convenient way to enjoy a portion of fruit when many people are failing to eat enough whole fruit and vegetables for good health.
100% JUICE = FRUIT, JUICED
100% juice is simply fruit that is juiced. It is a natural, minimally processed product and a positive addition to daily diets:
• Its vitamins and minerals come straight from the fruit when it is squeezed.
• Most research on 100% juice demonstrates positive or neutral effects on health. There is very little evidence to the contrary.1
• Juice is nutrient rich, like the fruit it is squeezed from.2 Its vitamin and mineral content is often overlooked.
• Europe’s most popular juice is 100% orange juice. Just one small glass contains half an adult’s daily vitamin C requirement and it is also a good source of potassium, folate and other nutrients.2
• There is a popular misconception that people are drinking too much juice. In fact, the average European drinks just 32 ml per day.
100% fruit juice is clearly defined in European law as a natural, minimally processed product.4 This means adding sugar (or removing the naturally present sugars) is forbidden by legislation.
Reformulating in any way means it cannot be described as ‘100% juice’. Industry is also bound by strict guidance on the claims and communication we can make. On the other hand, those outside of the juice industry can communicate truth or falsehood backed by science or simply backed by personal interests. So, as an industry, our mission is to tell the truth by sharing the positive science about fruit juice.
TRUTH: THE BASIS OF FRUIT JUICE MATTERS
In 2016 the fruit juice industry, led by AIJN (the representative association of the fruit juice industry in the EU) with CitrusBR members (Brazilian orange juice processors), Tetra Pak and individual juice companies, agreed to fund a science-based initiative to communicate evidence on fruit juice and health (you can find more details about the partners on page 17). We chose to call our programme Fruit Juice Matters because we all believe, at a time when whole fruit and vegetable consumption is falling, that 100% fruit juice really does matter to our diets and to our health.
With Fruit Juice Matters, we want to rebalance the conversation. To do that, we are engaging with everyone who has an influential opinion about fruit juice. Not just the media, but also health care professionals – dietitians, nurses, doctors and nutrition scientists. We have worked hard to collate and analyse the existing science of 100% juice and we are collaborating with world-renowned scientists who are confident to stand up and say that, in moderation, juice is good for you.
GETTING JUICE BACK ON THE TABLE
This report shows what we have done in 2016, our achievements and what we hope to do in 2017. If we could achieve one thing as an industry, it would be to encourage everyone to drink a small daily glass of 100% juice (even if they drink more than this now: moderation is key). But for this year we hope to achieve the first steps towards this goal: simply engaging, sharing the science, having conversations and building the evidence base with influencers, so we can get fruit juice back on the breakfast table. We are now active in 14 EU countries. Later in this report you can find more about the challenges each country faces and how Fruit Juice Matters is addressing these issues.
If you are part of the fruit juice industry, we hope you will join Fruit Juice Matters and help celebrate the goodness of 100% juice. If you are a health professional, policy maker, journalist or politician, we hope you will consider the evidence of the positive role that fruit juice can and does play in a healthy diet. For more information, visit our website fruitjuicematters.eu or get in touch.