Important International Address on Coconut Water Calls for Industry Vigilance on Product Purity and Sustainability Issues
(From: The Wall Street Journal, June 18, 2013)
LAWRENCEVILLE, N.J.--(BUSINESS WIRE)--June 18, 2013--
In an important address at the May 16 Foodnews Juice Asia 2013
symposium in Bangkok, Thailand, iTi Tropicals, Inc. President Gert van
Manen advocated that coconut water is a compelling ingredient with a
bright future in the food and beverage market if it is labeled
accurately. Van Manen's speech, "Coconut Water: Fad or Sustainable
Ingredient?" discussed the availability, benefits, technical challenges,
market expansion and methods of delivery for coconut water. He also
talked about issues of ethical sourcing, sustainability and
authenticity.
iTi Tropicals, Inc., a food ingredient company specializing in premium
tropical flavors, has been developing and importing coconut water for
the past nine years. Van Manen believes that coconut water is not a fad;
it is here to stay. In his address, he also noted issues that, without
proper attention, could derail coconut water's long-term success in the
marketplace. While consumer interest remains strong, he expressed
concern that not all coconut water beverages are labeled accurately.
Some products appear to have added sugar that is not disclosed on the
label.
Van Manen said, "There is a big market for sugar-added
beverages----much bigger than the market for 100% juice. But these
products need to be labeled correctly." Van Manen fears that consumers
who don't want the added sugar will be unhappy if they discover they are
drinking a sugar-added beverage. He believes that regulators won't be
happy either. "This is why we spend so much time traveling the world to
select and understand supply. It's crucial for us to know who we're
doing business with. And we always test for authenticity."
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