measure and monitor the processes and report results ... - Refresco.de

Sustainability review 2010
offering employees a safe, healthy and fun working place, and
guaranteeing stakeholders a fair share of the results. Tales
Cubero gives a few examples of how this is given shape in
day­to­day operations. “ We have been burning organic fuel
since 2000. For much longer than that, we have been running
a production process that leaves no physical waste from the
orange. Everything is recovered, from the juice to the pulp.
Besides juice, we produce aroma and citrus pulp pellets, which
are sold as cattle feed.” Meanwhile, the company has for many
years demonstrated its social responsibility through multiple
social projects in Brazil.
Recently, Citrosuco and Refresco have been actively involved
in a project together in which they look at ways of reducing
the road mileage of the products: both concentrated and notfrom­concentrate
orange juice. The main questions are how
to reduce the impact on the environment and optimize supply
chain sustainability.
Tales Cubero sees plenty of opportunities to collaborate in the
entire supply chain. But he points out that collaborating with
governments is also very worthwhile. “In Brazil, we worked
with the government on achieving an ideal balance between
safety and load factor. We were able to extend our truck’s load
factor by 25% ­ making the tanker longer and spreading and
adding axes ­ thus guaranteeing the same if not better safety
and direct CO2 savings!”
The biggest growth opportunities for Citrosuco can be found
in emerging markets, says Tales Cubero. “The juice and drink
markets in Asia are still in their infancy. China and India have
great growth possibilities. We also foresee growth in Eastern
Europe and Africa, a continent too often forgotten. For sure,
Brazil itself, as one of the world’s up and coming economies,
has a great potential for growth. And our people are already in
the habit of drinking orange juice.”
In more saturated markets like West Europe and North America,
Tales Cubero sees great growth potential in promoting 100%
juice as part of a healthy diet. “Juice is included as one of the
five portions of fruit and vegetables that local governments
are recommending, but many people do not consume their five
a day, and if they do, that often fails to include juice. Raising
consumer awareness can give a great boost to our juice industry.
Everybody should wake up and have breakfast with a glass
of orange juice. Cheers!”