PEI Juice Works combines innovation and local crops to produce unique value added products.
Commercial wild blueberry production continues to expand on Prince Edward Island, with most of the production marketed as fresh or frozen berries. One company, PEI Juice Works Ltd. has developed an innovative process to create value-added opportunities using local wild blueberries.
PEI Juice Works Ltd. is producing unique wild blueberry juices at its plant in Alberton, PEI. “We are located in a rural area on the western end of the island where there is quite a bit of wild blueberry production,” explains Ryan Bradley, V.P. of Sales & Marketing. “There are two primary commercial production areas on the island, the western area where we are located and on the eastern end of the island. We contract both fresh and frozen berries from local growers on PEI.”
Although not wild blueberry growers, the main partners of the business operate other area farm businesses and saw an opportunity for creating value-added products using local production. “After a two-year process to take the concept of producing wild blueberry juices through the various phases, scale-up and regulatory requirements, PEI Juice Works started commercial production in January 2012,” says Bradley. “In our year-round production facility, we process juice from raw product, bottle, label and package everything in-house.” The company currently employs eight full-time staff at the plant.
The company worked closely with Bio Food Tech in Charlottetown to develop and scale up the proprietary process, and to develop their processes and systems to meet regulatory requirements for CFIA (Canadian Food Inspection Agency) certification. “One of the biggest challenges of commercialization is the whole food safety and regulatory aspect,” says Bradley. “It takes a lot of time, effort and money to meet all of the requirements. However, on the flip side, once everything is approved and completed, it works in your favor. Most foreign markets around the world recognize that Canadian food safety standards are high and selling a product made in Canada is a benefit.”
Wild Blueberry Juice Products
PEI Juice Works produces 100% pure wild blueberry juice products using an innovative process that extracts over 90% of the bio-actives from the fruit. The pure juice product does not contain any added sugar, water or preservatives. Each 375 bottle contains over a pound of wild blueberries, with a suggested serving of 60 ml per day. Wild blueberries are recognized as having high concentrations of antioxidants, vitamins and other healthy attributes. “We initially started with two products, a Wild Blueberry and Tart Cherry Juice and a Wild Blueberry and Rhubarb Juice,” says Bradley. “As of October 2012, we are launching the third approved product, a pure Wild Blueberry Juice.”
Although the product is produced mainly for consumption by individuals Bradley notes that some higher end restaurants for example are using the product for in-house recipes. Several restaurants have developed their own vinaigrettes, desserts and even signature cocktails, pairing with other locally produced spirits and products.
Currently the products are available in stores across Atlantic Canada, and arrangements have recently been made with an Ontario distributor. The products are also available through an on-line storefront at: foodiepages.ca. Bradley adds that they are working on expanding the distribution across Canada. “We also just recently returned from a visit to China, which looks very promising. There are specific market areas in China, mostly in larger cities, where consumers with higher incomes are looking for good quality products from countries such as Canada that are recognized for having good food safety. Although price is important, good quality and high food safety standards are a higher priority for many Chinese consumers.”
“Although it took us about two years to get to commercial production, so far these first few months have been very successful,” adds Bradley. “We continue to work with the local wild blueberry industry and look forward to opportunities to expand production and our processing capacity for value-added local products.”
“Selling a consumer ready product into retail is challenging and it is quite a leap of competencies to go from food production to all of the food safety requirements, processing capability, marketing and distribution,” says Ryan Bradley. “It is an exciting business, but takes a lot of time, effort, money and commitment to be a success.”
Contact:
Ryan Bradley
Ph: 902-726-3008
Email: [email protected]
http://www.peijuiceworks.ca
http://foodiepages.ca/