European organic fresh produce importer and marketer Eosta is aiming to grow its Organic Raingrown Oranges in the supermarket fresh juice segment, as the product enters its second season from Peru.
The company sees a clear opportunity for these oranges in fresh juice machines, particularly in grocery retail, due to their consistently high juice content, good Brix levels and the increasing attention paid by consumers and retailers to pesticide residues on fresh fruit.
Cultivated entirely with natural rainfall and without irrigation, the Organic Raingrown Oranges concept also responds to growing demand for production models that reduce pressure on local water resources while maintaining flavour and quality.
A strong fit for supermarket juice machines
Following a successful first season with the Peruvian citrus cooperative Kivinaki, Eosta is now seeking to build on the characteristics of the Jucy Gold oranges, which typically achieve around 45% juice content.
According to Peke van Beek, Product Manager at Eosta, the retail juice segment offers significant potential for organic citrus.
“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,” he said.
Van Beek explained that concern over pesticide residues on orange peel is linked to a broader retail trend, especially in Germany, where the concept of edible peel is gaining relevance in citrus. In the case of juice machines, this issue becomes even more important because the peel forms part of the pressing process.
“The Organic Raingrown Oranges are especially suitable thanks to their high juice content and Kivinaki’s background in citrus juice production. Together, Eosta and Kivinaki have now expanded this expertise from juice into fresh whole-orange exports to Europe,” he added.
Rainfed production and water stewardship
Eosta is also using the citrus season as a platform to communicate the environmental value of the Organic Raingrown Oranges programme.
Through targeted communication, storytelling and point-of-sale materials, the company is working to raise awareness of the benefits of rainfed citrus production and its contribution to more responsible water stewardship.
The model reflects how organic agriculture can support more resilient and climate-conscious production systems, particularly in a context of growing pressure on water resources and increasing consumer interest in sustainable sourcing.
Stable organic citrus supply throughout the season
To ensure continuity of supply, 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 manage seasonal fluctuations and maintain a stable supply to its customers. This year, Eosta expects the overseas citrus season to continue until approximately week 42.
RELATED NEWS: Eosta plans expansion of West African mango programme
Organic lemons and oranges remain the company’s most important citrus categories during the summer months, although Eosta 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.
Navels gain ground in the orange category
Within oranges, Eosta is also seeing a gradual shift from Valencia varieties towards Navel varieties. According to Van Beek, this trend is mainly driven by the excellent shelf life and eating quality of Navels.
“Their thicker peel provides better protection during long-distance transport, helping to preserve quality from orchard to consumer,” he explained.
Although weather volatility delayed the start of the season in South Africa, Van Beek stressed the importance of close cooperation across the supply chain to ensure that customers continue to receive fruit that meets the expected quality standards.
