Shaun Weston
The development of aseptic technology marked a turning point in the food industry. Products such as milk, fruit juice or vegetable creams can now be processed and packaged while retaining their quality and nutritional properties.
Agro Juice Processing, based in Casablanca, Morocco, uses sophisticated JNSD and Milk production lines. Offering environmental sustainable benefits with low waste levels and high performance lines, the company has recently expanded its range of affordable juice and dairy beverages. Claire Phoenix talks to export director Aziz Chirb.
Where does Agro juice sit in the Moroccan juice industry?
Aziz Chirb: Agro Juice Processing (AJP) is widely accredited with having created a major shake-up of the Moroccan juice industry. Armed with a vision of democratizing the juice concept (a segment still considered noble and only accessible to a higher social class) through making it more affordable, the company has made considerable progress. Under its Valencia brand, Agro Juice Processing is now the market leader just two years after making its entry into this market sector.
When did you install your aseptic filling lines, and who supplies them?
Aziz Chirb: Agro Juice Processing (AJP) has made the strategic choice to work with Tetra Pak. AJP had some advanced aseptic lines installed in 2011. These machines are capable of filling pack sizes ranging from 125ml to 1-litre at speeds of 24,000 units per hour.
What is your product split (eg juices, nectars, juice drinks)?
Aziz Chirb: We make a variety of different products, including 100% juices, nectars and soft drinks. Today, each segment contains more varied flavours than other companies, with the result that Valencia is the most diversified flavour brand in the Moroccan market with over 30 flavours.
By what methods are your drinks produced?
Aziz Chirb: AJP stabilises its products by enzymatic and microbiological means using a process known as flash sterilisation UHT. Making good use of this, the company has recently expanded into milk and juice blends.
Which are your traditionally successful flavours?
Aziz Chirb: Orange is always the most popular, and of course the brand name Valencia Juice was so named after the orange variety used. This flavour is followed closely by pineapple, then peach, strawberry and red fruits. Pomegranate, however, is considered to be the new sensational taste discovery for Moroccans thanks to our introduction of it into this market last year.
What are your most recent introductions?
Aziz Chirb: Valencia recently launched a health-oriented product line called Valencia Essentiel. These blends are rich in antioxidants, and comprise products such as Lemon Ginger, Red Fruits with Grape and a Pina Colada – pineapple & coconut blend.
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