Zumotron aims to promote healthy eating habits and debunk misinformation about the benefits of fresh juice
Spanish citrus suppliers have joined forces to launch an educational video game as part of its ‘Nothing More Than Juice. Nothing Less Than Juice’ initiative to promote 100 per cent freshly squeezed orange juice.
Zumotron highlights the process that goes making a glass of juice, from cultivation to consumption. It aims to promote healthy eating habits amongst younger generations and debunk misinformation about the benefits of 100 per cent natural juice through an evidence-based approach.
Backed by the Citrus Management Committee (CGC), Anecoop, Agriconsa, and Zumos Valencianos del Mediterráneo (Zuvamesa), this sector-wide initiative is supported by the regional government of Valencian and is now seeking the backing of the national government.
The juice industry is a key player in the citrus value chain, as it acts as a regulatory mechanism for the fresh market while simultaneously enhancing the value of the harvest.
Every year, Spain transforms around 1.2mn tonnes of oranges and clementines that cannot be sold as fresh into 100 per cent fresh juice. This reduces food waste and helps regulate the fresh market. Every part of the fruit is used: the pulp goes to the food industry, the peel is used in the production of essential oils, and the leftover peels for making pellets for animal feed.
The Spanish citrus sector generates more than 280,000 direct jobs, supports around 300 companies, and contributes €4bn-€4.7bn per year per crop year.
