Contributed
Kevin Williams, food technologist with the Jamaica Business Development Corporation, says cool juices are now a hot area for investment.
Dieting for weight loss and the general pursuit of physical fitness has created a market niche - health foods - that continues to perform reasonably well, allowing entrepreneurs in this field to thumb their noses at the recession.
Having picked up this tidbit, SmallBiz: Problem Centre, opted to be proactive this week. No one wrote in with any particular problem, nevertheless, we chose to lay out what is required for an entrepreneur willing to take on this market.
Indeed, a Sunday Business informal telephone poll among sellers of natural juices found that they were reporting good profits and were upbeat about growth potential. (Two in the market are featured on Page C5).
Thirst-quenching
Why? Summer is here and everyone gets thirsty under the blazing Jamaican sun.
Natural juices are a best-seller in many vegetarian restaurants and food outlets, says Kevin Williams, food technologist at the Jamaica Business Development Corporation.
The beverages are in demand throughout the year, although the peak buying season is during the hot summer months.
A natural juice has no chemicals or preservatives added to it. Some manufacturers may add brown sugar or honey to sweeten it, and a little ginger, nutmeg and lime for flavouring.
Natural juices taste best when they are freshly made, ideally right before serving, but always on the same day.
Health trends
Williams says that both local and international markets are turning away from artificially flavoured fruit drinks in favour of natural fruits.
This shift in consumer preference can be attributed to an increasingly health-conscious society. People are paying more attention to the ingredients in the foods that they eat.
Williams says as well that in recent years, the term 'super fruits' is increasingly in use in the beverage industry.
It refers to fruits that are exceptionally rich in nutrients and high in antioxidant quality while, at the same time, have an appealing taste. Examples of such fruits are noni, pomegranate, mango, acai from South America, and cranberry, which is grown in North America.
Natural juices made from organically grown fruits and vegetables are also quite popular among health enthusiasts.
Clients for natural juices include:
Health-food stores and supermarkets: They will buy in small quantities, but will buy a full range of juices.
Restaurants and fast-food outlets: They will buy juices in bulk each day. Orange juice and fruit punch are quite popular with this market.
Individuals: Persons who drink natural juices for the health benefits and the refreshing taste of the juices.
The costs attached to a natural juice business include:
Packaging and labelling: This can be quite expensive, especially if you require unique bottles/packaging.
Raw material, that is, fruits and vegetables: Costs can be very high and can vary significantly depending on the time of the year.
Machinery and equipment: This will vary depending on the scale of operation.
Storage: Refrigeration is generally needed for storage of raw materials and finished products, both of which are highly perishable.
For all customers, quality is the most important requirement. Top-quality natural juices are pleasing to the palate. They have the same flavour across batches, are attractively packaged, have a good appearance, no floating matter - foreign particles or sediments allowed - and should have the natural colour of the fruit.
You may package your product in one of three ways:
1. Sterilised 12-ounce plastic bottles, for sale directly to clients or packaged in cases. Supermarkets and health-food stores will want their juice supplied in these small bottles. Label bottles with the type of juice and the ingredients. As your business grows, consider professionally printed labels.
2. Sterilised one-gallon plastic bottles, from which you can sell juice in plastic cups, preferably those with covers. Provide straws.
3. If you supply fast-food outlets and restaurants, they will want their juice supplied in five-gallon buckets.
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