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The South Australian Grower -- September 2013
Member for Chaffey Tim Whetstone points to the 'Product of Mexico' label on a Berri Truly orange juice carton.
"Unless we can give people something to see visually on a product, we are banging our head against the wall,"
By STEPHANIE GROPLER
LION has defended its reason-
ing for importing a citrus juice
product entirely from Mexico,
but decided to discontinue the
External relations manager
Natasha Whalley said the Berri
Truly juice had been deleted from
the Berri portfolio and that the
remaining stock would be sold in
supermarkets, which could take
several weeks to months.
"We decided several months ago
to delete Berri Truly because it
had not met our performance
benchmarks," she said.
"In the case of Berri Truly, the
product required technology not
available in Australia.
"In launching Berri Truly, we
were transparent with growers
that -- should it succeed -- we
would look to invest in bringing
the technology to Australia and
The product used new technol-
ogy for the juicing and packag-
ing, and offered four different
flavours -- orange, orange and
mango, orange and guava, and
Citrus Australia chief executive
officer Judith Damiani said she
was disappointed that the year-
long trial of the Mexican product
was not successful enough to
bring the technology to Australia.
"While we were a little bit con-
cerned, we kind of thought it
would be okay for a year, trial
it, and if we can use Australian
oranges, it will be good for our
growers but unfortunately, it
hasn't worked," she said.
She also said growers were often
caught out by the labelling of
juice products even though the
Berri Truly product stated it was a
'Product of Mexico'.
"People find it hard to know
which is Australian juice and
which isn't, so that is still obvi-
ously an issue for our industry,"
Ms Damiani urged consumers to
look for their logo on orange juice
packaging to recognise Australian
"We have actually introduced our
own logo that says 'supported by
Australian citrus growers' -- so it is
a grower endorsement," she said.
Member for Chaffey Tim
Whetstone said it was disappoint-
ing to see a product of Mexico
on shelves when Australian citrus
growers were getting next to
nothing for juicing fruit.
"Berri has been a culprit for a
lot of years, they have been big
importers of concentrate, they're
renowned players in the market
with imported product," he said.
Mr Whetstone said it was
important to educate consumers
to check labels, and know what to
"It is really about consumer
awareness and I think unless
we can give people something
to see visually on a product, we
are banging our head against the
wall," he said.
He was particularly concerned
about the 'made in Australia'
label which could mean that the
only Australian ingredient was
the water added to the overseas
Mr Whetstone said consumers
still associated the Berri label
with the township of Berri in the
Riverland, and therefore assumed
it was an Australian product.
"They (Berri) have moved away
from this area, and are taking less
and less fruit from this region,"
Citrus Australia is urging
consumers to look out for this
logo on orange juice packaging
to recognise Australian grown
Berri Truly fails
'trial' market run
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