European juice campaign
It’s been long needed, but it’s a major task. It requires the right science and messaging as well as funding and management.
So the European Fruit Juice Association is almost ready to launch its new campaign to promote the health credentials of fruit juice.
An expert panel is being assembled, a scientific database is being prepared and agencies are being selected.
Vitally, it has the backing of the major producers and suppliers.
Fruit juice has been all too squeezed in recent years. Now is the time to refresh our confidence.