Citrosuco and StartLife partnership pledges “fully sustainable” juice industry
19 Oct 2020 --- Brazilian juice giant Citrosuco has revealed its strategic partnership with StartLife, a Dutch agri-food tech accelerator, to gain better access to European start-ups – particularly those with new technologies that can help the juice value chain become 100 percent sustainable.
As one of the world’s largest producers of orange juice and orange-based ingredients, Citrosuco’s strategy is to drive the transformation to a 100 percent sustainable juice value chain by 2030.
It also offers start-ups funding and technical and operational expertise.
Sustainability projects
Citrosuco believes that the power and focus of start-ups will help them reach breakthroughs much faster.
“We believe European start-ups concentrate great talents from all over the world and are in the front line of sustainability projects,” Alex Marie Schuermans, product development and applications general manager of Citrosuco, tells FoodIngredientsFirst. 
“Start-ups have creative ideas and are often forerunners in new technologies. We have operational and product expertise (testing) facilities and the opportunity and knowledge to scale up new technologies. It just makes sense to combine our forces,” she explains.
The partnership comes at a timewhen consumers are looking for healthier, safer and more sustainable products amid the pandemic.
According to Schuermans, there is also an increasing interest for certified products from its customers.
The partnership comes as consumers seek healthier, safer and more sustainable products amid COVID-19.
“As one of the largest players in the industry, we hope we can make a true impact. And by taking an active role, we show that we take sustainability seriously and hope to inspire others to follow suit,” she adds.
The collaboration also brings opportunities to improve productivity, sustainability and product quality for customers and consumers of both Citrosuco and StartLife.
Caroline Bijkerk, global partnership manager of StartLife, also comments: “Innovation is and will be key to feed future generations sustainably. Start-ups take unconventional approaches to the major issues of our day.”
Searching for food tech and agtech start-ups
Searching for the right start-ups is labor-intensive. It requires specific skills and a vast network in the European start-up community.
“We have come to know StartLife as one of Europe’s leading agri-food tech accelerators with a solid support program and a rapidly expanding network in Europe. They also have a proven track record in matching start-ups with corporates. As such, we believe StartLife is in an excellent position to help us achieve our goals,” continues Schuermans.
“Citrosuco produces two of every ten glasses of orange juice consumed around the globe,” says Bijkerk.
Imagine the impact when they apply new technologies that reduce waste, energy and water consumption or contribute to even healthier nutrition, to name a few examples, she highlights.
Citrosuco offers a wide array of opportunities for both food tech and agtech start-ups to contribute to a sustainable food supply chain and grow their own business at the same time. “Clearly, we look forward to helping make this happen,” Bijkerk adds.
Food waste
Concerning food waste, Schuermans notes that the partnership seeks to raise awareness on the topic.
This year, Citrosuco joined IDH’s Sustainable Juice Covenant, a platform of global sector leaders that have committed to the target of 100 percent sustainable sourcing.
“Citrosuco uses 100 percent of the orange to produce orange juice and orange-based ingredients for different industries, including foods, beverages, cleaning, perfumery, cosmetics and so on,” concludes Schuermans.
By Elizabeth Green
