Juice enjoys sweet success in Eastern Europe

Citation

(2009), "Juice enjoys sweet success in Eastern Europe", Strategic Direction, Vol. 25 No. 1. https://doi.org/10.1108/sd.2009.05625aab.001

Juice enjoys sweet success in Eastern Europe

Article Type: Competitive horizon From: Strategic Direction, Volume 15, Issue 1

Intensive marketing efforts and increasing consumer interest in health issues has led to strong demand for fruit juices and nectars across Eastern Europe. Zenith International has revealed that sales in the market grew by 10 percent to €6.4 billion last year, while consumption increased by 9.5 percent to 5.6 billion liters. Measured against current trading conditions, the beverage market analyst predicts that Eastern European consumption will rise to 8.5 billion liters and generate €10 billion by 2013. Food Navigator (www.foodnavigator.com) reports that Russia, Poland and the Ukraine registered the most significant growth levels and were responsible for 81 percent of the total volume consumed in the region. Vitamin-enhanced juices captured a 25 percent of the market and Zenith also discovered strong sales of chilled juices, particularly in Bulgaria, Poland and Estonia. The report also credits investment from multinationals and regional players for helping to stimulate growth.

University challenge

Recruitment firm Discovery has issued a warning that companies risk jeopardizing their future if they cut their intake of university graduates. It is accepted that reducing costs is essential in the current economic climate but the UK organization urges business leaders to think hard about where cuts should be made. Looking at those commanding higher salaries may prove a better long-term strategy. However, the report, as published by Crimson Business (www.crimsonbusiness.co.uk), claims that graduates remain most vulnerable while the misconception persists that they fail to add immediate value to the firm. But Discovery argues that support and development initiatives combined with an effective recruitment process to ensure the right match for each post can ensure that new graduates generate a quick enough return. The report also claims businesses that continue to invest in graduate recruitment will be best placed to exploit opportunities when more favorable economic conditions return.

African business boost

An annual survey conducted by the World Bank and International Finance Consortium (IFC) has indicated that reform programs are beginning to pay off for several countries in West Africa. Ghana remains the easiest country in the region for doing business in, even though reform activity has slowed compared to its efforts during the previous three years. But a report published by All Africa (www.allafrica.com) reveals that recent initiatives have helped simplify the procedure for starting a new business. Overall, Ghana is 87th out of the 181 nations ranked in the Doing Business 2009 survey. Key regulatory reform also helped Senegal, Burkina Faso and Botswana gain recognition. Initiatives launched in Senegal have made starting a business easier and also simplified property registering and cross-border trade. It is likewise now more straightforward to register property in Burkina Faso, where a new labor code has also been introduced alongside improvements in relation to obtaining construction permits and payment of taxes. Reforms carried out in Botswana make it quicker to start a business and have improved trade and protection for investors. The survey also notes the impact of new regulatory measures in countries rebuilding after conflict such as Sierra Leone, Rwanda and Liberia.

Greenhouse effective

A report published by www.denmark.dk states that Denmark intends to develop energy producing greenhouses before 2018. Market gardening is at present responsible for almost 1 percent of the country’s total energy use, therefore contributing to its carbon footprint. The innovative scheme to transform commercial greenhouses from energy consumers to providers will first aim to lower energy usage by 60 percent and significantly reduce carbon emissions. Aarhus-based Agrotech Institute is leading the project in collaboration with various industry and university partners. A total of DKK65 million has been invested by those involved. Scientists intend to store heat in groundwater and grow plants using LED light sources. Instead of allowing heat to escape through greenhouse panes, technology will enable it to be drawn out of the air and into the ground where it will remain before it is subsequently used to provide energy in winter.