What was it all about?

This project investigated the viability of investing in the production and marketing of fresh summerfruit juice in Australia to add value to product that is otherwise discarded.

The market for fresh summerfruit is under supply pressure, heavily driven by the volume of less than optimal retail grade fruit, typically downgraded due to visual defects. Other distribution options for this fruit would assist in raising grower returns, juicing being one possibility.

The study team mapped the overall juice market in Australia, including distribution channels, the volume of juice they supply and what is necessary for juice suppliers to access them. It also analysed the current landscape in the Australian juice market and the relationship between juice products attributes and value.

Key findings:

• Summerfruit has a small presence in the Australian juice market, but when it is used it is positioned as a special ingredient 

• Success in the juice market requires the correct bundling of features including pack size, product attributes, branding and marketing as well as the distribution arrangements

• A higher price per litre is associated with smaller pack size 


There are various pathways to market for independent juice suppliers, with options to suit different supply volumes.