Eosta, a leading European importer and marketer of organic fresh produce, is targeting growth for its Organic Raingrown Oranges in the fresh juice retail segment, particularly in supermarket juice machines.
The oranges, grown in Peru and now entering their second season, stand out for their high juice content, typically around 45%, as well as their good Brix levels. Eosta sees these attributes, combined with growing consumer concern about pesticide residues on fresh fruit, as a strong opportunity for organic oranges in this channel.
Cultivated entirely with natural rainfall, without irrigation, the Organic Raingrown Oranges concept helps reduce pressure on local water resources while delivering on flavour and quality. It also shows how organic agriculture can contribute to more resilient and climate-conscious production systems.
An organic alternative for juice machines
Following a successful first season with Peruvian citrus cooperative Kivinaki, Eosta is now seeking to grow in the fresh juice machine market, especially in supermarkets, with its Jucy Gold oranges.
“Eosta sees strong potential for Organic Raingrown Oranges in supermarket juice machines. Most machines still use conventional oranges. As the whole fruit, including the peel, is pressed, residues from pesticides or post-harvest anti-fungal treatments may transfer into the juice. Organic oranges offer a cleaner, healthier alternative,” said Peke van Beek, Product Manager at Eosta.
According to Van Beek, concern over pesticide residues in orange peel is linked to a wider retail trend, particularly in Germany, where the concept of edible peel is becoming increasingly relevant in citrus. For juice machines, this issue is even more important, as the peel forms part of the pressing process.
High juice content and processing expertise
The Organic Raingrown Oranges are particularly well suited to this segment thanks to their high juice content and Kivinaki’s background in citrus juice production.
“These oranges are especially suitable thanks to their high juice content and Kivinaki’s expertise in citrus juice production. Together, Eosta and Kivinaki have now expanded this know-how from juice into fresh whole-orange exports to Europe,” Van Beek explained.
According to Eosta, the citrus season provides an excellent platform to highlight the Organic Raingrown Oranges programme. Through targeted communication, storytelling and point-of-sale materials, the company aims to raise awareness of the environmental benefits of rainfed citrus production and its positive impact on water stewardship.
Stable supply throughout the summer
To ensure a stable and reliable supply throughout the season, Eosta sources organic citrus from several countries in both the Southern and Northern Hemispheres. Key origins include South Africa, Peru, Argentina, Chile, Colombia and the Dominican Republic.
By working with growers across different regions and climates, the company is able to maintain continuity of supply while managing seasonal fluctuations. This year, Eosta expects the overseas citrus season to continue until approximately week 42.
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Within the citrus category, organic lemons and organic oranges remain Eosta’s most important segments during the summer months, although the company also offers a broad range of organic grapefruits, soft citrus and limes.
“We expect a stable supply of organic lemons from several countries of origin until European production resumes,” said Koen van Velthoven, Product Manager at Eosta.
Growing importance of Navel varieties
Within oranges, Eosta is seeing a gradual shift from Valencia varieties towards Navel varieties, largely due to their excellent shelf life and eating quality.
According to Van Beek, the thicker peel of Navel oranges provides better protection during long-distance transport, helping to preserve fruit quality from orchard to consumer.
The company also notes that weather volatility has delayed the start of the season in South Africa, underlining the importance of close cooperation across the supply chain to ensure customers continue to receive fruit that meets the expected quality standards.
