As summer winds down, a handful of people are choosing to eat juice instead of salad, and the fruit juice industry is bracing for the consequences.
“There’s a lot of anxiety and uncertainty and frustration,” said Dr. James Fung, president and CEO of the Canadian Fruit Juice Association.
“The government’s been pretty clear that we don’t want to see a return to a salad-style market and that the market is not in our favor.”
But Fung says the industry is prepared for the worst and is making a concerted effort to find ways to adapt.
“We’re looking at options, and we’re going to look at what we can do to get to a market where it is not just a salad.
We’re going through all the options,” he said.
Fung also warned against making predictions about the market, as it’s too early to tell how the country will respond to the summer season.
“In a lot and in all the different places we’re looking for that is not the case right now,” he added.
Fong says the new fruit juice season has been busy for both producers and consumers, and that’s why it’s important to have an accurate picture of what’s happening with the industry.
“What we need to do is have the confidence that the government is going to be on the right side of this issue and they’re going have to do their part to make sure that we’re not in that position again,” he says.
“If we’re having that kind of experience again, I think it’s a good thing that the fruit industry has a robust and vibrant and diverse community of stakeholders and a robust industry, and so we’re hoping that we can have that experience again.”
Fung expects a new market for fruit juice in coming months.
He says the government has set up an advisory committee to monitor the industry’s response to the new season, and he hopes to be able to provide recommendations on what can be done to ensure it doesn’t happen again.
Faucheux is more optimistic about the future of the industry, saying the industry will be able adjust to a new season without having to deal with a lot more regulatory and regulatory scrutiny.
“I think there will be an environment that’s much more receptive to the fruit drinker, much more tolerant of them, much less likely to put up with the kind of marketing and advertising that we’ve seen over the last few years,” he noted.
“It’s not going to happen overnight, and it will be a process that takes time.”
With files from the Canadian Press