The University of Georgia
Center for Agribusiness and Economic Development
College of Agricultural and Environmental Sciences
Pomegranate Feasibility Study
FR-09-01
April, 2009
Prepared by: Kent Wolfe, Audrey-Luke Morgan, Jim Daniels,
Sharon Kane, Karina Martino, Vahe Heboyan and John
McKissick
Table of Contents
Page
Pomegranate: Origin and Cultivation .............................................................................................3
World Production..........................................................................................................................3
US Market Overview ....................................................................................................................5
Pomegranate Juice ...........................................................................................................................9
Fastest Growing Fruit Beverages in 2008......................................................................................10
Competitors and Retail Packaging..............................................................................................13
Bulk Pricing – Regular Juice Concentrate .....................................................................................17
Volume Estimates in US................................................................................................................19
Merchandise Report ......................................................................................................................19
Market Development .....................................................................................................................31
Financial Feasibility.......................................................................................................................33
Pomegranate Juice Processing Facility..........................................................................................34
Variable Operating Costs...............................................................................................................35
Other Variable Operating Costs.....................................................................................................37
Fixed Costs.....................................................................................................................................38
Total Costs ....................................................................................................................................39
Summary ......................................................................................................................................39
Appendix 1...................................................................................................................................40
Appendix 2...................................................................................................................................44
2
1. Pomegranate: Origin and Cultivation
Pomegranates have been grown in the Mediterranean and the Caucasus regions since ancient
times. The origins of the pomegranate are traced from Iran to the Himalayas in northern India. It
is very adaptive to different soil and climate conditions and is tolerant to drought and existence
of various minerals, such as salt, iron chlorosis, and active calcium carbonate.
Currently, pomegranates are grown in the Caucasus (Armenia and Azerbaijan), Egypt, China,
Afghanistan, Pakistan, Bangladesh, Iran, Iraq, India, Burma, Saudi Arabia, throughout Latin
America, and on the coastal plain and in the Jordan Valley of Israel. Pomegranate has been
introduced to the United states in mid-18th century by the Spanish settlers. It typically grows
below 3300 feet in altitude, is mainly confined to the tropics and subtropics and grows well in
arid and semi-arid climates (Morton, 1987) 1 .
Production worldwide is led by the United States (states of California and Arizona), followed by
Turkey, Tunisia, Spain and Iran, although few current production statistics are available (Glozer
and Ferguson, 2008) 2 .
2. World Production
Estimated world production currently stands at more than 1.8 million tons. Table 1 lists
production volumes for major producer-states.
Table 1. World Production of Pomegranates
Country
Pomegranate Production (tons)
India
900,000
Iran
700,000
USA
127,000
Turkey
80,000
Spain
50,000
Total
1,857,000
Other notable producers are Morocco, Italy, Middle Eastern countries, and Former Soviet Union
republics, Armenia, Azerbaijan, and Russia. Major pomegranate exports are Iran, Turkey, India,
and China. US is the largest importer of pomegranate juice concentrate in the world (Pala, Saygi,
and Sümer, 2007) 3 . Estimated yield per acre is 4 tons in India, 5 tons in Iran, and 5 tons in US.
1
Morton, J. 1987. Pomegranate. p. 352–355. In: Fruits of warm climates. Julia F. Morton, Miami, FL. Accessed on
January 13, 2009. Available at: http://www.hort.purdue.edu/newcrop/morton/pomegranate.html.
2
Glozer K. and L. Ferguson. Pomegranate Production in Afghanistan. Manual. University of California at Davis,
2008. Accessed on January 20, 2009. Available at: http://cekings.ucdavis.edu/files/53285.pdf.
3
Pala, M, Saygi, B., and O. Sümer. Natural Composition and Production Technique of Pomegranate Juice. IFU
Annual Congress, The Netherlands, June 17-22, 2007. Accessed on December 1, 2008. Available at:
http://www.ifu2007.com/presentations_1/ifu_secondsession/ifu_2007_pala.pdf.
3
Unfortunately pomegranate statistics are inconsistent and the data is of less than optimal quality.
The map below illustrates major pomegranate growing areas in the world (Borgese, 2007) 4 .
Figure 1. World Pomegranate Production
4
Borgese, R. Pomegranate Market, Production Trend and Technology Innovation. IFU Annual Congress, The
Netherlands, June 17-22, 2007. Accessed on December 1, 2008. Available at:
http://www.ifu2007.com/presentations_1/ifu_secondsession/ifu_2007_borgese.pdf
4
3. US Market Overview
The United States is a large, diverse market for food and beverage products. U.S. consumers
spent $1139.4 billion on food and beverages in 2007. Consumer expenditures on food at home
accounted for 51.1% of consumer food expenditure in 2007, while expenditures on food away
from home accounted for 48.9% of the total.
The U.S. beverage market is a $187.35 billion industry, with retail sales of fruit juices
accounting for $50 billion. The U.S. market is characterized by a high degree of price
competition, especially for non-specialty juices and fruit drinks.
The U.S. beverage market is the ninth largest market in grocery stores and is vital to the health
and growth of the grocery store market. Fruit juices represent the major form of U.S. per capita
fruit consumption, accounting for 44 percent of commercially marketed fruit products. U.S. per
capita fruit juice consumption has a 3.3 % increase in 2007.
Pom Wonderful is an important driver of sales in the super-premium juice category. This growth
came out of distribution into grocery stores, clubs, and mass merchants.
New age beverages, which include nutrient-enhanced drinks, fresh packaged juice, smoothies,
and vegetable/fruit juice blends, experienced a volume increase of 15% with sales reaching $620
million.
U.S. sales of shelf-stable, frozen, and refrigerated juices and drinks were a $10 billion market in
2008. Shelf-stable fruit juices accounted for $4.8 billion in sales, followed by refrigerated sales
of $4.1 billion and frozen juice sales of $1.1 billion.
The organic juice market is a major growth factor in juice at $97.8 in sales and growth of 44%.
Imports play a major role in meeting the increasing consumer demand for foods and beverages.
Total U.S. fruit juice imports have risen 48 percent since 1995.
Competing Juices
Figure 1 presents the per capita availability of citrus juices in the United States. Orange juice is
by far the most consumed juice with nearly 35 pounds being available fro consumption in by
each American. The next closest juice is apple with a per capita figure of just over 15 pounds
annually. Orange juice availability has remained family stable since 1970 with the exception of
1991 where an aberration occurred.
5
Annual Per Capita Availability of Juices
Pounds
45.0
40.0
Orange
35.0
Grape Fruit
30.0
Lemon
Lime
25.0
Apple
20.0
Cranberry
15.0
Grape Juice
10.0
Pineapple
Prune
5.0
3
6
20
0
20
0
7
4
1
0
20
0
19
9
19
9
19
9
5
2
9
6
3
8
19
8
19
8
19
8
19
7
19
7
19
7
19
7
0
0.0
Year
Figure 2. Annual Per Capita Availability of Citrus Juices (Source: USDA)
The data suggest that blueberry juice consumption would most likely be less than 5 pounds per
capita annually as it is introduced into the market. The USDA does not currently collect data on
the blueberry juice industry since it is in its infancy.
6
A comparison between citrus and non-citrus juice consumption is found in Figure 5. Non-citrus
juice consumption has been increasing since 1970 and narrowing the gap with citrus juice
consumption.
Citrus versus Non-Citrus
Annual Per Capita Availability of Juices
60.0
50.0
Pounds
40.0
Citrus
30.0
Non Citrus
20.0
10.0
20
06
20
03
20
00
19
97
19
94
19
91
19
88
19
85
19
82
19
79
19
76
19
73
19
70
0.0
Year
Figure 3. Annual Per Capita Availability of non- Citrus Juices (Source: USDA)
7
Table 2 presents per capita juice availability adjusted for loss for the last 26 years. As shown,
orange juice is the king of juices with apple coming in a distant second.
Table 2. Per capita Juice availability adjusted for loss
Year
Orange
Grape Fruit
Lemon
Lime
Apple Cranberry Grape Juice
Pineapple
Prune
1970
27.0
4.1
0.61
0.041
3.95
1971
27.7
4.9
0.69
0.057
4.35
1.62
1.99
1.03
2.24
1.96
1972
30.5
4.9
0.72
0.075
0.95
3.37
1.42
1.85
1973
30.6
5.2
1.13
0.87
0.069
2.87
1.79
1.53
0.56
1974
31.5
5.0
1975
34.0
5.0
0.66
0.065
3.67
1.90
1.33
0.80
1.76
0.070
4.26
1.72
1.55
1976
37.7
0.64
4.1
0.65
0.056
3.91
1.66
1.53
1977
0.72
36.5
5.4
1.25
0.053
4.89
1.31
1.77
0.87
1978
31.4
5.8
1.33
0.013
5.94
2.29
1.82
0.72
1979
32.5
5.5
0.72
0.027
6.60
1.73
2.13
0.80
1980
36.1
4.2
0.94
0.052
8.07
1.86
2.29
0.72
1981
34.4
5.2
1.84
0.054
7.15
1.78
2.11
0.72
1982
31.4
5.0
1.31
0.072
9.04
1.78
2.15
0.80
1983
42.2
4.4
1.23
0.076
9.82
2.50
2.08
0.64
1984
35.2
2.4
0.85
0.064
11.41
2.15
2.01
0.48
1985
35.0
4.4
1.08
0.080
11.43
1.74
2.52
0.56
1986
36.4
3.5
0.79
0.109
11.28
1.65
2.93
0.56
1987
38.0
5.0
1.52
0.106
12.06
2.26
3.18
0.56
1988
36.7
2.7
0.75
0.053
11.88
2.00
3.17
0.48
1989
37.7
4.4
0.77
0.161
10.77
1.09
2.29
3.30
0.31
1990
23.6
6.6
1.02
0.133
12.82
1.04
2.11
3.70
0.32
1991
33.6
3.8
0.98
0.109
11.24
1.26
2.65
3.72
0.28
1992
31.2
2.9
0.90
0.055
11.61
1.22
2.84
3.52
0.26
1993
37.8
3.8
1.23
0.065
13.22
1.11
2.60
3.07
0.33
1994
36.7
4.5
1.33
0.143
13.19
1.39
2.15
2.59
0.32
1995
34.4
4.3
0.90
0.079
11.71
1.22
3.38
2.84
0.29
1996
38.2
4.1
1.13
0.137
12.60
1.30
2.83
2.83
0.26
1997
37.8
4.0
1.18
0.064
11.45
1.49
3.01
2.56
0.23
1998
42.0
4.4
0.94
0.061
13.34
1.54
2.04
2.13
0.23
1999
40.0
4.2
0.85
0.141
13.25
1.75
3.26
2.42
0.21
2000
40.3
3.8
1.10
0.139
13.26
1.49
2.54
2.26
0.19
2001
42.3
3.9
1.48
0.153
13.20
1.26
2.47
2.31
0.21
2002
34.6
3.4
1.00
0.098
13.31
1.56
2.74
2.38
0.18
2003
37.2
2.9
1.50
0.104
14.35
1.71
3.01
2.50
0.22
2004
37.2
2.8
0.95
0.185
15.69
1.68
2.87
1.99
0.23
2005
36.2
1.6
1.20
0.191
13.83
1.68
3.81
1.91
0.26
2006
33.7
1.5
1.06
0.216
16.65
1.83
3.26
1.98
0.26
8
Pomegranate Juice
Imports of pomegranate fruit juice represent no more than 1.7 percent of total U.S. fruit juice
imports and quite possibly only about one percent. Coordination of promotional activities
throughout the wholesale/retail chain was emphasized by importers, distributors, and grocery
store representatives.
Pomegranate Juice is sold in a variety of formats and into various sectors of trade in the United
States. Wholesale prices for pomegranate juice range from $8.25 to 8.50 /gal at the farm in the
United States and concentrated pomegranate juice ranges in price from $35 to $57 per gallon for
concentrate delivered in 55 gallon barrels.
Niche Market
The super-premium juice market is $587 in sales and growth of 12.8%. Market opportunities for
Pom Wonderful fruit juices appear greatest in the specialty juices and other new age juices.
Pomegranate fruit juice and other pomegranate fruit products were prevalent in all four markets
surveyed. These products appeared most prevalent in retail groceries and specialty stores.
Pom Wonderful Pomegranate Juice 100% Sales Info
According to a Chicago-based market research firm, Information Resources Inc., of the more
than 100 items in the super-premium juice category in the grocery store produce department, the
number one item in the United States is the 16-ounce Pom Wonderful 100 percent Pomegranate
Juice and the no. 2 item is the 48-ounce size, Pom Wonderful 100 percent Pomegranate Juice,
which accounted for more than $36.5 million in sales - up 33 percent, for the year ending May 18
in food, drug and mass merchandise retailers, excluding Wal-Mart.
Pom Wonderful’s top-selling blend is its Pomegranate Blueberry juice according to company
website. The company also offers Pom-Cherry, Pom-Mango and Pom-Tangerine blends. Many
Pom consumers start with pomegranate juice blends, but after acquiring a taste for pomegranate
juice shift to Pom Wonderful’s 100 percent Pomegranate Juice, Vetter says. Pom Wonderful
only has seven SKUs in the juice category, which includes the four blends and the 16-, 24- and
48-ounce bottles of 100 percent Pomegranate, the company claims on its website.
Interviews with the leading USA Pomegranate Juice Bottlers
Contact information was collected from Dun & Bradstreets listing of Juice Companies based
in the United States. Following the collection of Juice Companies contact information for
many chains (see Appendix for full listing) one or more calls werer placed to contacts in
efforts to arrange personal interviews to be conducted by Tim Forrest over the telephone.
As a result of phone calls, personal interviews were completed on the Pomegranate Juice
Market. Typically, seven to nine phone calls had to be placed in order to secure an
interview, whether it was the appropriate person or to make initial contact with that person.
Reasons for non-participation included refusal, inability to make contact, schedule conflicts,
misinformation about whether the plant purchased Pomegranate Juice Concentrate. Results
of these interviews are incorporated into the report findings and serve an important basis for
packaging, shipping, marketing strategies, options, and recommendations
9
Fastest Growing Fruit Beverages in 2008
Fastest Growing Dollar Sales Items in Juice 2008
Dollar Sales
Dollar
Sales %
Chg YAgo
W ELCHS WHITE GRAPE POMEGRNT JUICE 1CT 64OZ 4180022865
3,728,290.00
4290.597
SUNSWEET PLUMSMART LIGHT PLUM JUICE COCKTAIL 1CT 48OZ 0276311489
3,838,522.00
2124.034
OCEAN SPRAY CRANBERRY BLUEBERRY JUICE 1CT 64OZ 3120033630
5,383,822.00
1964.33
OCEAN SPRAY DIET CRANBERRY GRAPE SPRY DRINK 1CT 64OZ 3120020157
7,673,939.00
1825.412
OCEAN SPRAY DIET CRANBER.RY SPRAY DRINK 1CT 64OZ 3120020031
15,457,290.00
154.7458
V 8 V FUSION LIGHT STRAWBERRY BANANA JUICE DRINK 1CT 46OZ 5100016985
13,662,520.00
135.0347
V 8 V FUSION LIGHT PEACH MANGO JUICE DRINK 1CT 46OZ 5100016987
9,494,707.00
128.4666
V 8 V FUSION POMEGRANATE BLUEBERY JUICE 1CT 46OZ 5100016983
21,170,540.00
115.9605
OCEAN SPRAY CRANBERRY PMGRNT JUICE 1CT 64OZ 3120033629
14,105,490.00
110.8678
Avg Price Per Unit
Fastest Growing Dollar Sales Items in Juice 2008
WELCHS WHITE GRAPE POMEGRNT JUICE 1CT 64OZ 4180022865
SUNSWEET PLUMSMART LIGHT PLUM JUICE COCKTAIL 1CT 48OZ 0276311489
OCEAN SPRAY CRANBERRY BLUEBERRY JUICE 1CT 64OZ 3120033630
OCEAN SPRAY DIET CRANBERRY GRAPE SPRY DRINK 1CT 64OZ 3120020157
OCEAN SPRAY DIET CRANBERRY SPRAY DRINK 1CT 64OZ 3120020031
V 8 V FUSION LIGHT STRAWBERRY BANANA JUICE DRINK 1CT 46OZ 5100016985
V 8 V FUSION LIGHT PEACH MANGO JUICE DRINK 1CT 46OZ 5100016987
V 8 V FUSION POMEGRANATE BLUEBERY JUICE 1CT 46OZ 5100016983
OCEAN SPRAY CRANBERRY PMGRNT JUICE 1CT 64OZ 3120033629
2.36463
3.69553
2.47525
2.84823
3.4013
2.73701
2.68702
3.18307
3.40315
Avg Promoted Price Per Unit
Fastest Growing Dollar Sales Items in Juice 2008
WELCHS WHITE GRAPE POMEGRNT JUICE 1CT 64OZ 4180022865
SUNSWEET PLUMSMART LIGHT PLUM JUICE COCKTAIL 1CT 48OZ 0276311489
OCEAN SPRAY CRANBERRY BLUEBERRY JUICE 1CT 64OZ 3120033630
OCEAN SPRAY DIET CRANBERRY GRAPE SPRY DRINK 1CT 64OZ 3120020157
OCEAN SPRAY DIET CRANBERRY SPRAY DRINK 1CT 64OZ 3120020031
V 8 V FUSION LIGHT STRAWBERRY BANANA JUICE DRINK 1CT 46OZ 5100016985
V 8 V FUSION LIGHT PEACH MANGO JUICE DRINK 1CT 46OZ 5100016987
V 8 V FUSION POMEGRANATE BLUEBERY JUICE 1CT 46OZ 5100016983
OCEAN SPRAY CRANBERRY PMGRNT JUICE 1CT 64OZ 3120033629
2.13746
2.89795
2.28758
2.68668
2.92303
2.3386
2.32547
2.75438
2.81455
% Weekly ACV, Any Disp
Fastest Growing Dollar Sales Items in Juice 2008
WELCHS WHITE GRAPE POMEGRNT JUICE 1CT 64OZ 4180022865
SUNSWEET PLUMSMART LIGHT PLUM JUICE COCKTAIL 1CT 48OZ 0276311489
OCEAN SPRAY CRANBERRY BLUEBERRY JUICE 1CT 64OZ 3120033630
OCEAN SPRAY DIET CRANBERRY GRAPE SPRY DRINK 1CT 64OZ 3120020157
OCEAN SPRAY DIET CRANBERRY SPRAY DRINK 1CT 64OZ 3120020031
V 8 V FUSION LIGHT STRAWBERRY BANANA JUICE DRINK 1CT 46OZ 5100016985
V 8 V FUSION LIGHT PEACH MANGO JUICE DRINK 1CT 46OZ 5100016987
V 8 V FUSION POMEGRANATE BLUEBERY JUICE 1CT 46OZ 5100016983
OCEAN SPRAY CRANBERRY PMGRNT JUICE 1CT 64OZ 3120033629
7.94872
1.46397
9.99628
1.81001
7.36371
9.31879
8.95689
1.88511
0.66236
% Weekly ACV, Feat & Disp
Fastest Growing Dollar Sales Items in Juice 2008
WELCHS WHITE GRAPE POMEGRNT JUICE 1CT 64OZ 4180022865
SUNSWEET PLUMSMART LIGHT PLUM JUICE COCKTAIL 1CT 48OZ 0276311489
OCEAN SPRAY CRANBERRY BLUEBERRY JUICE 1CT 64OZ 3120033630
OCEAN SPRAY DIET CRANBERRY GRAPE SPRY DRINK 1CT 64OZ 3120020157
OCEAN SPRAY DIET CRANBERRY SPRAY DRINK 1CT 64OZ 3120020031
V 8 V FUSION LIGHT STRAWBERRY BANANA JUICE DRINK 1CT 46OZ 5100016985
V 8 V FUSION LIGHT PEACH MANGO JUICE DRINK 1CT 46OZ 5100016987
V 8 V FUSION POMEGRANATE BLUEBERY JUICE 1CT 46OZ 5100016983
OCEAN SPRAY CRANBERRY PMGRNT JUICE 1CT 64OZ 3120033629
10
3.81366
0.75235
3.04482
0.22952
3.17793
4.14096
4.29791
0.77223
0.08976
Walmart Pom Wonderful $ 3.88 per bottle
Estimated Cost per bottle: $ 2.80 delivered to Distribution Center
16 ounces (473 ml): 3 flavors available: 100% POM, POM Blueberry, POM Cherry
$ 31.04 Retail Price per Gallon
Walmart Pom Wonderful $ 10.83 per bottle
48 ounces ( 1419 ml) 100% Pomegranate Juice
$ 28.88 Retail Price per Gallon
billion
billion
billion
11
We were able to secure wholesale pricing of Pomegranate Juice products to the US Military
Commissary Agency:
Old Orchard Premium 100% Pomegranate Juice
POM Wonderful
POM Juice / Cherry / Blueberry
Frutzzo Organic Pomegranate Blend
Northland Cranberry/Pomegranate
Ocean Spray Cranberry/ Pomegranate
Minute Maid Blueberry / Pomegranate
Tropicana Blueberry / Pomegranate
64oz.
48oz.
16oz.
338oz.
2/96oz.
64oz.
64oz.
64oz.
Pomegranate Prices from National Retailer
Table 3. Pomegranate product and Associated Average Scanned Price
Product
Av. Scanned Price
POMW 100% POMEGRANATE JCE 48 OZ
$10.95
POMW POMEGRANATE JUICE 16 OZ
$3.86
POMW POMEGRANATE JUICE 24 OZ
$5.99
JUST SQUEEZED POM JUICE 64 OZ
$9.90
ZEIGLER POMEGRANATE JUICE 32 OZ
$5.99
ZGLR POMEGRANATE CDR BLD 64 OZ
$2.61
PRLY POMEGRANATE JUICE 32 OZ
$5.89
ZEIGLER POMEGRANATE JUICE 16 OZ
$3.53
ODWL POMEGRANATE JUICE 64 OZ
$5.48
BRNWD POMEGRANATE JUICE 16 OZ
$15.65
EDJC PURE POMEGRANATE JCE 12 OZ
$2.71
POMW ORANGE BLSM TEA LGHT 16 OZ
$2.46
ODWL POMEGRANATE JUICE 64 OZ
$2.70
POMW 100% POMEGRANATE JCE 48 OZ
$5.08
FRZZ POM 100% ORGNC 12 OZ
$2.58
ZEIGLER POMEGRANATE JUICE 32 OZ
$2.69
POMW POMEGRANATE JUICE 24 OZ
$2.77
JUST SQUEEZED POM JUICE 64 OZ
$4.33
POMW POMEGRANATE JUICE 16 OZ
$1.76
PRLY POMGRNT DELIGHT JCE 32 OZ
$4.97
ED JUICE POM JUICE ORGNC 12 OZ
$1.35
PRLY POMEGRANATE JUICE 16 OZ
$1.66
PRLY POMEGRANATE JUICE 32 OZ
$2.52
FRZZ POM 100% ORGNC 12 OZ
$1.28
12
$5.99
$8.99
$3.29
$6.99
$8.99
$3.11
$2.00
$3.09
4. Competitors and Retail Packaging
At retail level juice products sold in the Southeast USA were investigated as listed in Southeast
IRI Standard Grocery Food for 2008 all sales in any of the 52 weeks. The following 29 brands
either had a pomegranate flavor or 100% pomegranate juice product in their portfolio. At the
SKU level, 117 actual SKU's were identified among the 28 brands of pomegranate juice. The
following Brands offer Pomegranate Juice and/or flavor:
-
Apple & Eve
Crystal Light
Efferve Lemond
Fruit Refreshers
Fuze Slenderize
Heirloom Farms
Honest Ade
Indian Summer
Izze
Kagome
Kedem
Lakewood
Langers
Martinellis
Mountain
-
Nantucket Nectars
Northland
Ocean Spray
Old Orchard
Pom Wonderful
Private Label
Purity Organic
RW Knudsen
Tropicana
Sobe
V-8 Fusion
Welch's
Woodstock Farms
True Blue
Presence of various producers/brands makes the market very competitive for the processed and
packaged pomegranate and/or pomegranate-mixed juices. Thus, focus should be on finding a
niche market, offering a unique mix of juices and/or competing based on the price.
The South Georgia farmers being producers of other fruits and berries, may have price advantage
in some mixed juice markets, such as the pomegranate-blueberry mix, which is one of the
leading pomegranate juice mixes in the market.
Manufacturers offer various ounces in their retail package options. The following ounce sizes
demonstrate the variety of pomegranate package formats in Standard Grocery Retail:
- 12.5 oz
- 33.8 oz
- 18.5 oz
- 64 oz
- 16.9 oz
- 50.7 oz
- 17.5 oz
- 30 oz
- 20 oz
- 11.5 oz
- 96 oz
- 25.4 oz
- 2 Pack 192 oz
- 32 oz
A market research in the primary markets is necessary to identify the retail packaging options.
Diagram below illustrates the number of new pomegranate or pomegranate flavor beverages
introduced in the US market during 2006-2008.
13
134
125
100
98
85
75
50
25
0
2006
2007
2008
Figure 4. Source: Mintel's Global New Product Database
Examining data (table 4) from a national sales chain operating in Georgia and the southeast
revealed that they carry 120 different pomegranate products. These include different page sizes,
mixed flavors and teas. Interestingly, examining these products reveals that per store sales of all
120 products over a years time period totaled $8,892.
Table 4. Competing Products by Flavor and package size.
POMW 100% POMEGRANATE JCE 48 OZ
ODWL POMEGRANATE JUICE 64 OZ
PRLY POMGRNT BLBRY JCE 32 OZ
POMW POMEGRANATE JUICE 16 OZ
POMW PCH PASSION WHT TEA 50.7 OZ
POMW LIT HIBISCUS GRN TEA 13.5 OZ
POMW POMEGRANATE JUICE 24 OZ
PRLY POMGRNT BLBRY JCE 16 OZ
POMW LIT WLDBRRY WHT TEA 13.5 OZ
POMW POMGRNT BLUEBRY JCE 16 OZ
POMW 100% POMEGRANATE JCE 48 OZ
FRZZ POM ACAI ORGNC 12 OZ
POMW POMGRNT CHRY JUICE 16 OZ
ZEIG POM WILD BLUEBRY JCE 16 OZ
FRZZ POM PASSION ORGNC 12 OZ
JUST SQUEEZED POM JUICE 64 OZ
JUST SQUZD CHRY POM JUICE 64 OZ
ED JUICE POM CRANBRY ORGN 12 OZ
ZEIGLER POMEGRANATE JUICE 32 OZ
FRZZ POM RASPBERRY ORGNC 12 OZ
POMW LT ORNG BLSSM RD TEA 13.5 OZ
PURE POMEGRANATE BLBRY JC 33.8 OZ
FRZZ POM 100% ORGNC 12 OZ
POM WHITE TEA PCH PASSION 13.5 OZ
ZGLR POMEGRANATE CDR BLD 64 OZ
ZEIG POM WILD BLBRY JCE 32 OZ
PRLY POMEGRANATE JUICE 16 OZ
BLTH ACAI POMEGRANATE JCE 340 ML
ZEIGLER POMEGRANATE JUICE 32 OZ
EDJC POMEGRANATE MANGO JC 12 OZ
PRLY POMEGRANATE JUICE 32 OZ
POMW POMEGRANATE JUICE 24 OZ
ED JUICE POM ACAI ORGNC 12 OZ
JUST SQUZD CHRY POM JUICE 64 OZ
POMW LYCHEE GREEN TEA 16 OZ
PRLY POMEGRANATE JUICE 32 OZ
POMW GREEN TEA LYCHEE 46 OZ
POMW WILDBERRY LIGHT TEA 16 OZ
POM WOND POMEGRANTE TNGRN 16 OZ
POMW WHITE TEA PCH PASSN 46 OZ
POMW POMGRNT CHRY JUICE 16 OZ
FRZZ POM 100% ORGNC 12 OZ
ZEIGLER POMEGRANATE JUICE 16 OZ
POMW BLUEBERRY JUICE 48 OZ
POM WOND POMEGRANTE MANGO 16 OZ
ODWL POMEGRANATE JUICE 64 OZ
PURE POMEGRANATE BLBRY JC 33.8 OZ
ODWL PMGRND PMGRNT BRY JC 450 ML
POM WHITE TEA PCH PASSION 13.5 OZ
FRZZ POM ACAI ORGNC 12 OZ
ODWL POMAGRND POMGRNT JCE 450 ML
ZEIG POM WILD BLBRY JCE 32 OZ
POMW HBSCS GRN LIGHT TEA 16 OZ
ODWL POMAGRND LIME JUICE 15.2 OZ
14
Table 4. Competing Products by Flavor and package size - Continuted
ED JUICE POM ACAI ORGNC 12 OZ
POMW POMGRNT BLUEBRY JCE 16 OZ
FRZZ POM RASPBERRY ORGNC 12 OZ
POMW BLUEBERRY JUICE 48 OZ
POMW POMEGRANATE BLK TEA 16 OZ
PRLY POMGRNT DELIGHT JCE 16 OZ
PRLY POMGRNT BLBRY JCE 32 OZ
POMW PEACH PASSION TEA 16 OZ
PRLY POMGRNT CHRY JCE 16 OZ
POMW GREEN TEA LYCHEE 13.5 OZ
JUST SQUEEZED POM JUICE 64 OZ
ODWL POM LEMONADE JUICE 15.2 OZ
BRNWD POMEGRANATE JUICE 16 OZ
TROP POMGRNT BLUBRY JUICE 33.8 OZ
BLTH ACAI POMEGRANATE JCE 340 ML
POMW BLACK TEA 13.5 OZ
ZGLR POMEGRANATE CDR BLD 64 OZ
TROP POMGRNT BLUBRY JUICE 33.8 OZ
POMW LIT WLDBRRY WHT TEA 13.5 OZ
POMW ORANGE BLSM TEA LGHT 16 OZ
ODWL POMAGRND POMGRNT JCE 64 OZ
ED JUICE POM JUICE ORGNC 12 OZ
PRLY POMGRNT CHRY JCE 16 OZ
POM WOND POMEGRANTE TNGRN 16 OZ
POMW WILDBERRY LIGHT TEA 16 OZ
POMW POMEGRANATE JUICE 16 OZ
ODWL POM LEMONADE JUICE 15.2 OZ
EDJC POMEGRANATE MANGO JC 12 OZ
FRZZ POM BLUEBERRY ORGNC 12 OZ
NAKD CHERRY POM PWR JUICE 15.2 OZ
POMW HBSCS GRN LIGHT TEA 16 OZ
POMW WHITE TEA PCH PASSN 46 OZ
PRLY POMGRNT DELIGHT JCE 32 OZ
ED JUICE POM CRANBRY ORGN 12 OZ
BLTH ACAI POMEGRANATE JCE 340 ML
POMW BLACK TEA BLACKBERRY 13.5 OZ
ZEIG POM WILD BLUEBRY JCE 16 OZ
POMW GREEN TEA LYCHEE 46 OZ
ODWL POMAGRND LIME JUICE 15.2 OZ
EDJC POMEGRANATE BLBRY JC 12 OZ
POMW BLACK TEA 13.5 OZ
ODWL POMAGRND POMGRNT JCE 450 ML
EDJC PURE POMEGRANATE JCE 12 OZ
EDJC PURE POMEGRANATE JCE 12 OZ
POMW LIT HIBISCUS GRN TEA 13.5 OZ
POMW PEACH PASSION TEA 16 OZ
PRLY POMGRNT DELIGHT JCE 16 OZ
POM WOND POMEGRANTE MANGO 16 OZ
POMW POMEGRANATE BLK TEA 16 OZ
POMW GREEN TEA LYCHEE 13.5 OZ
PRLY POMGRNT BLBRY JCE 16 OZ
POMW LIT HIBISCUS GRN TEA 13.5 OZ
BRNWD POMEGRANATE JUICE 16 OZ
POMW ORANGE BLSM TEA LGHT 16 OZ
PRLY POMEGRANATE JUICE 16 OZ
PRLY POMGRNT DELIGHT JCE 32 OZ
ZEIGLER POMEGRANATE JUICE 16 OZ
POMW LT ORNG BLSSM RD TEA 13.5 OZ
ED JUICE POM JUICE ORGNC 12 OZ
POMW LYCHEE GREEN TEA 16 OZ
POMW LYCHEE GREEN TEA 50.7 OZ
FRZZ POM BLUEBERRY ORGNC 12 OZ
EDJC POMEGRANATE BLBRY JC 12 OZ
FRZZ POM PASSION ORGNC 12 OZ
POMW BLACK TEA BLACKBERRY 13.5 OZ
15
Recommendations
Given the large number of competing products currently in the market place, trying to introduce
a new product will be difficult. The competing products come in a variety of package sizes
ranging from 13.5 ounces to 64 ounces and larger. The competing products include blueberry,
strawberry, peach, Acai, topical berry and other juice mixes. The product category appears to be
very large and to compete, a company would have to find a unique niche market to differentiate
its products. However, starting off with bulk sales would allow the company to grow and
discover what opportunities exist for new product introductions.
5. Key Customers
North America and World Juice Bottler Contacts
With the assistance of Dun and Bradstreet, we were able to build a database of the world’s
largest fruit juice bottlers with a primary business of fruit juice. The Soda and Dairy industry do
purchase pomegranate concentrate but for this report were excluded.
Appendix 1 lists sales and marketing contact address profiles for the largest 100 Juice Bottlers in
the world and the largest 74 USA/North American Juice Companies.
16
6. Bulk Pricing – Regular Juice Concentrate
Processor
At interviews conducted with processors and buying departments of the largest juice bottlers in
the United States, the following information on purchase specifications, suppliers, and issues
impacting the pomegranate juice market was shared:
- Great suppliers have a HACCP program and GMP in place.
- Pomegranate Juice is purchased in 55 gallon drums since the volume is not large
enough to store in silos.
Pomegranate Juice direct from Farm, Not Concentrate.
Shipping Specifications:
- 16.5 brix, Frozen
- 50 gallon drums
- Wholesale Pricing: $ 8.25 to $ 8.50 per gallon, FOB Farm
Fruit Juice Concentrate Growers Supply Format USA
Shipping Specifications:
- 65 brix – Frozen Pomegranate Juice (±0.5)
- 52 gallon drum = 571 lbs
- Gross weight = 618 lbs
- 4 drums per pallet
- Drums per container or truckload = 72 drums
- Wholesale Pricing - $ 35 to $ 45 per gallon, delivered at port, duty paid.
We were able to secure wholesale pricing of Pomegranate Juice products to the US Military
Commissary Agency:
Old Orchard Premium 100% Pomegranate Juice
POM Wonderful
POM Juice / Cherry / Blueberry
Frutzzo Organic Pomegranate Blend
Northland Cranberry/Pomegranate
Ocean Spray Cranberry/ Pomegranate
Minute Maid Blueberry / Pomegranate
Tropicana Blueberry / Pomegranate
National Branded Product Purchase Specifications
-
Product Resource
Brix
Taste
Format
Temperature
100% Pomegranate juice
65 ± 0.5
Tart
55 Gallon Drum, 52 gal yield
Frozen
17
64oz.
48oz.
16oz.
338oz.
2/96oz.
64oz.
64oz.
64oz.
$5.99
$8.99
$3.29
$6.99
$8.99
$3.11
$2.00
$3.09
-
Color
FDA Compliant
Acid
pH
Turbidity
Visual Yeast
Defects
Micro
TPC
Chloroform
Pesticides
HACCP and GMP
Light red, purple, min brown tones
Mandatory
3.0-7.0
2.7-3.4
50 ntu’s
less than 500,000 either dead / alive
none, good and clear, free from smell
100 g
1,000 g max plate count
negative
must conform to federal regulations
mandatory
Major Suppliers of Pomegranate Juice Concentrate in the USA
The following are identified as the major suppliers of pomegranate juice concentrate in the US
market. Turkey is not considered a source of supply due to brownish quality of juice.
- American Fruit Processors
- Langers
- Iran
One processor suggested investigation of hauling fruit to Florida juicing operations due to length
of harvest on Pomegranates. The short season would mean the plant might operate less than 8
months per year if built in the Southeast USA.
Volumes on this type of Juice Concentrate preclude tanker and silo storage due to current
volumes expressed all processors interviewed. Fruit is hardy and can handle travel. Processor
also suggested investigating the costs of shipping fruit to processor in Florida against the
building of a juicing facility on farm.
18
7. Volume Estimates in US
Pomegranate Juice is greater than a $66 million retail industry. AC Nielsen shows the
pomegranate juice market has expanded between 2001 to 2005 by greater than 750%, into a $66
million retail industry (AC Nielson). The largest private label juice manufacturer with multiple
plants stated they ordered 1400 drums per calendar year on pomegranate concentrate from an
Iranian company.
8. Merchandise Report
Chain Grocery Stores, Club Stores, and Military Commissaries in Florida, Georgia, and London,
England were identified to be visited. Once in a retail store, several types of information were
collected and photographed. Photographs are displayed on the pages following this section.
First, a tour of the store, typically beginning in the can/bottled juice food aisle, was taken to
determine the presence of pomegranate fruit juice and then followed by a visit to the refrigerated
juice aisle usually in the produce department. During our trips to Chain Grocery Stores we were
able to obtain UPC sales data for weekly and monthly sales data at the store level (Appendix 2).
19
20
21
22
23
24
25
26
27
28
29
30
5. Market Development
In-store demonstrations, product preparation, and product use and samples were most important.
It was noted that these activities would be especially important in attracting new consumers to
pomegranate fruit juices. Wholesale/retail trade information could include production processes,
International Standards Organization certification, and food safety considerations. Product types,
health, nutrition, and other attributes, and blending or mixing characteristics should be
emphasized.
The need for retail point-of-purchase display materials to support promotion and in-store
demonstrations was emphasized. New product development was noted as important, given the
competitive nature of the beverage market. It is likely going to be important for firms to form
alliances with quick serve and smoothie restaurants in order to get additional product into that
market segment. Many of these outlets do not presently use or have access to passion fruit juices,
but alliances could result in availability of product.
Most market promotion activities will require some out of pocket expenses on the part of the
industry. These expenses can be borne by individual firms, coalitions of firms,
industry/government partnering, or strategic alliances across countries, but non-participating
competitors may also benefit from these promotional activities.
Estimated Revenue Projections
Using data obtained from California and other sources it is possible to estimate pomegranate
production, juice volume and sales. The assumptions for estimating revenue are as follows:
• 1,000 acres of pomegranates
• 4 tons of pomegranates per acre
• 80 gallons of pomegranate juice per Ton of pomegranates
Given these assumptions it is possible to estimate the volume of juice that can be produced. One
thousand acres of pomegranates will yield 4,000 tones of pomegranates. Four thousand tons of
pomegranates yielding 80 gallons of juice per ton will yield 320,000 gallons of pomegranate
juice.
Bulk Revenue Estimates
Bulk pomegranate juice sales are typically sold in 50 to 55 gallon drums. The juice can either be
sold as not concentrated juice or a concentrated juice product. There is a substantial price
differential between the two bulk juice products. Juice directly off the farm, not concentrated,
commands a wholesale price of between $8.25 and $8.50 per gallon. The concentrated juice has
a price of $35 to $45 per gallon.
Non Concentrated Juice Estimated Revenue
320,000 gallons * $8.38 (average price) = $2,861,600.
31
Concentrating juice will reduce its volume by approximately 75% which will increase the brix
from 16.5 in raw juice to a brix level of 65 which is required to retard bacteria growth. This
figure is just an assumption based on increasing the brix level from 16.5 to 65.
Concentrated Juice Estimated Revenue
80,000 gallons * $40.00 (average price) = $3,200,000
Retail Revenue Estimates
Retail revenue estimates will be reported in a “retail price per gallon” for comparability with
bulk juice sales. Based on information from Wal-Mart, Publix and a Military Commissary, it is
possible to estimate the per gallon retail price for pomegranate juice. The Georgia retail prices
were lower and will be averaged in with the higher figures reported from other retailers. As a
result, an average price of 23.50 per retail gallon will be used. It is important to remember that
the products used in this calculation only represent 100% pomegranate juices and prices may
vary with the inclusion of other juices or additives.
Bottled Juice Estimated Revenue
320,000 gallons * $23.50 (average price) = $7,520,000
Revenue projections Summary
Depending on the type of product being sold, pomegranate juice sales may range between $2.9
million dollars and $7.5 million dollars depending on product form. The concentrated juice
brings the most money per gallon followed by bottled juice and then bulk not concentrated juice.
Revenue Conclusions
Based on the number of competing products it may be better to enter the market with a bulk
product and expand into consumer ready products with time.
32
Financial Feasibility
General Assumptions
When considering the financial analysis of a pomegranate industry in the state, many factors
must be considered. For the scope of this study, the equipment and process related to producing
pomegranate juice will be considered. Many additional opportunities may exist to fulfill niche
markets, but as pointed out in the market analysis, the initial focus should be placed on the
opportunities that may exist in the juice market.
Communication with food scientist Karina Martino, at the University of Georgia Food Science
department, resulted in a list of equipment that would be required to produce juice. She also
provided the estimated juice yield and capacity of the equipment list she provided as stated
below. The required equipment would include the following:
a.
Washer machine
b.
Cutting Machine
c.
Tank
d.
Filter
e.
Juice Press
f.
Centrifuge
g.
Pasteurization (heat exchanger)
h.
Packaging machine (bottling machine)
One variation may be considered is to replace the tank and filter with an aril separator. The
model presented would produce about 90 L/hr of processed juice, which would be bottled in 240
ml bottles. Thus, about 375 bottles per hour, or 3,000 bottles/day, could be produced with such
equipment. To produce this amount, it was estimated that about 2,000 fruits per day would be
required to operate at full capacity.
Based on estimated yield per acre and the model presented, it would take approximately 9.5 days
to process one acre of fruit. This model seems to represent a “test” model of the equipment. If
the industry were to be of significant scale, a much larger facility would be required. Sufficient
data related to this model on capital outlay costs and operating costs for the equipment
requirement modeled were not provided.
CAED also requested information on a pomegranate juice processing line from various food and
juice processing and manufacturing vendors. Measures were also taken to communicate with
those currently in the industry in California, primarily POM Wonderful. However, these efforts
were not fruitful. POM Wonderful is extremely guarded with information related to their juicing
process. A large volume of the additional production of pomegranate juice is not in the United
States. Therefore, communications and attempts at gaining information on the technical analysis
and cost to purchase and operate a pomegranate juice processing facility on a large scale were
difficult. Therefore, to analyze a facility that seems representative of the potential of the juicing
industry in the state, data from similar studies conducted by the CAED was considered.
Recent data has been collected on a blueberry processing facility and a winery. Although the
technical requirements for the pomegranate processing would be a little different, current cost
33
estimates from these studies should provide be representative of the capital outlay and operating
requirements. It would be highly suggested that if the group decides to move forward, they hire
an engineering consultant with expertise in the food and juice processing industries to provide
the technical requirements for a facility to handle the projected throughput in a timely and cost
effective manner.
Pomegranate Juice Processing Facility
This section investigates the costs of operating a pomegranate processing facility. The facility
will handle pomegranates to be juiced. Estimated operation for the pomegranate season is 16
weeks per year.
One consideration may be to develop a multi-use facility to process other fruits in addition to
pomegranates. A multi-use facility will allow the facility to be utilized for a larger portion of the
year. Thus, the fixed costs can be spread over multiple projects and provide a lower cost per unit
for each product produced. A multi-use facility will also provide greater job creation which is
often required to secure state and/or federal funds and incentives that may be available to help
finance the capital and operating needs of the facility.
Pomegranate production is a new industry that is being investigated in the region. Given such,
very little information is known in the state or even southeast region related to pomegranate
production and processing. Therefore, this study relies heavily upon secondary data from other
regions, primarily California, for many of the technical aspect of this analysis related to
pomegranates.
The economic analysis considers the projected operating and fixed costs associated with
processing pomegranates into juice. This economic analysis applies to full annual operation; it
does not serve as a cash-flow, or start-up cost analysis. The figures cover a "normal" operating
year including a "normal" sales year. The economic analysis is provided to determine the true
profit or loss potential of the proposed operation. Cash flow analysis can be used to determine
the feasibility of any particular financing plan. The facility analyzed was assumed to be capable
of handling 4,000 tons of pomegranates per year.
Equipment costs for the operation were based on estimates from similar processing lines for a
winery capable of handling 20,000 gallons per year, a blueberry juicing line capable of
processing 3 million pounds of fruit over an eighty day period, and a blueberry packing facility
capable of handling five million pounds for the fresh and processed market over a 15 week
period.
Pomegranate production is assumed to be 4 tons per acre yield with a projected acreage of 1,000
acres in the Southeast to supply this facility, or throughput of 4,000 tons of pomegranates. It is
estimated that the conversion factor is 80 gallons of juice per ton of pomegranates. Thus, the
resulting pomegranate juice production is 320,000 gallons.
Capital Cost
Included in the capital costs are estimates of equipment required to process and package
pomegranates into juice. The details of equipment required for this further processing was not
34
available at the time of this study. Further analysis is being carried out by the Food Science
Department to determine the best method to be utilized. Thus, this estimate is based on similar
studies and takes a conservative approach. The estimated capital cost for the processing
equipment is estimated to be $1.17 million.
The building with all improvements including concrete, cold storage, electrical, plumbing, and
all land prep costs are estimated at $325,000. The land cost is estimated to be $5,000 per acre
based on conversations with the major investor group and parties interested in this project with a
total of 5 acres required. Office equipment, furniture, and computers are estimated to cost
$15,000 for this venture.
Working capital is essential in starting and operating any new business. Working capital is
defined as the resources used to support a business until it is able to generate resources to support
itself, generally in the form of profits. Most working capital comes in the form of start-up, shortterm loans. Working capital varies with production level since it is directly related to variable
operating expenses. For this analysis the required working capital is assumed to be resources
sufficient to cover half of the operating expenses since the venture is will operate for only 16
weeks per year. A significant portion of the annual expense will be for direct purchase of
pomegranates and packaging materials. The total capital cost and working capital represent the
total estimated capital to be raised through equity and/or debt financing. These costs are
summarized in Table F1 for the pomegranate juicing facility venture at full capacity.
Table F1. Capital Cost Summary
Building and Improvements
Equipment
Office Equipment
Land
Total Capital Cost
$ 325,000
$ 1,170,000
$
15,000
$ 25,000
$ 1,535,000
Working Capital
$ 980,254
Variable Operating Costs
Operating and fixed costs were estimated for this venture based on prior feasibility studies for
similar ventures and conversations with sales and service representatives in the industry.
Operating costs utilized in this study are those directly associated with operating the business.
Total variable operating costs represent 83% of the total costs of the operation. These costs
include direct product purchase, hourly labor and benefits, fuel and oil, utilities, repairs and
maintenance, communication expense, packaging supplies and materials, miscellaneous office
expense, advertising and marketing expense, and interest on operating capital. The total variable
operating cost is estimated to be $2,038,927 or about $6.37 per gallon produced. A detailed
analysis of these costs can be seen in Table F2.
Table F2. Total Costs: Operating and Fixed Costs for Pomegranate Juicing Facility
35
Operating Costs:
Direct Product Purchase
Pomegranates
Labor
Line Laborers
Forklift Operators
Benefits
Fuel & Oil
Electricity
Repairs/Maintenance
Phone/Fax/Internet
Packaging Materials
Miscellaneous Office Supplies
Advertising/Marketing
Interest on Operating Capital
Total Variable Cost
Annual
1,133,333
$/Gallon
$
3.54
$
$
$
$
$
$
$
$
$
$
$
$
89,600
8,960
37,780
12,634
50,000
29,900
5,000
540,800
2,500
50,000
78,420
2,038,927
$0.28
$0.03
$0.12
$0.04
$0.16
$0.09
$0.02
$1.69
$0.01
$0.16
$0.25
6.37
$
$
$
$
$
$
$
$
$
$
89.60
8.96
37.78
12.63
50.00
29.90
5.00
540.80
2.50
50.00
$78.42
$ 2,038.93
3.7%
0.4%
1.5%
0.5%
2.0%
1.2%
0.2%
22.0%
0.10%
2.04%
3.2%
83.1%
Fixed Costs:
Manager
Office Personnel
Accountant & Attorney
Misc. Co-op/Startup Expenses
Contingency Fees
Property Taxes (Mill Rate, Facility Value)
Insurance
Depreciation
Interest on LT Debt
Total Fixed Cost
$
$
$
$
$
$
$
$
$
$
65,000
20,000
5,000
5,000
20,389
17,039
25,000
135,110
122,800
415,338
$0.20
$0.06
$0.02
$0.02
$0.06
$0.05
$0.08
$0.42
$0.38
$1.30
$
$
$
$
$
$
$
$
65.00
20.00
5.00
5.00
20.39
17.04
25.00
135.11
$122.80
$415.34
2.6%
0.8%
0.2%
0.2%
0.8%
0.7%
1.0%
5.5%
5.0%
16.9%
Total Cost
$
2,454,265
$7.67
$2,454.27
100%
$
$/Acre
% of Total
$ 1,133.33
46.2%
Direct Product Purchase
The largest expense for this venture is direct product purchase representing 46.2% of the total
cost. This direct product purchase represents the purchase of fruit from producers. It is
estimated that 4,000 tons, or 8 million pounds, of pomegranates will be purchased for this
venture. Pomegranate purchase price was assumed to be $283/ton based on conversations with
pomegranate co-ops in other growing regions.
Labor and Benefits
Direct labor and benefits total about 5.6% of the total costs with an estimated annual expense of
$136,340. It is assumed that the facility will operate an eight hour shift, five days a week, 16
weeks a year with an effective pay rate of $7.00 per hour. Employee requirements for the
facility include 20 employees to operate the line and 2 forklift operators.
Fixed labor costs include one full-time office personnel and a manager. The estimated annual
expense for these employees is $20,000 and $65,000 respectively. Variable and fixed labor
expenses represent about 9.0% of the total cost of the operation. Fringe benefits are estimated to
be 17% of the gross wages. The labor expense, including benefits and payroll taxes, are included
in Table F3.
36
Table F3. Labor Requirements for Pomegranate Juicing
Operational Period weeks
Hours per Week
Wage Rate/Hr
Effective Wage Rate/Hr (w/ OT)
$
$
16
40
7.00
7.00
Pomegranate
Cost/week/e'ee
Manager (Full Time)
Office Personnel (Full Time)
Line Laborers
Forklift Operators
Total Wages
1
1
20
2
Fringe Benefits Calculations:
FUTA Taxable amount/e'ee
FUTA Rate
SUTA Taxable amount/e'ee
SUTA Rate
FICA Rate
PAYROLL TAXES:
FUTA
SUTA
FICA
Workers Comp
Health Insurance ($/month/e'ee) for Manager
Total Fringe Benefits
$
$
280.00
280.00
$
$
$
$
$
$
900.48
3,120.12
14,042.34
16,116.57
3,600.00
37,779.51
$
221,339.51
Annual Expense Annual/E'ee
$
65,000.00 $
65,000.00
$
20,000.00 $
20,000.00
$
89,600.00 $
4,480.00
$
8,960.00 $
4,480.00
$
183,560.00
7000
0.80%
8500
2.70%
7.65%
$
8.78
300
Total Labor Costs
Other Variable Operating Expenses
Other operating costs include fuel and oil, utilities, repair and maintenance, communication,
packaging material, office supplies and materials, advertising and marketing, and interest on
operating capital. These individual items range from less than 1% to 22% of the total costs for
the venture and collectively account for about 31% of the total cost of the venture.
Packaging Material
One of the largest of the various other operating expenses is the expense for packaging material.
This expense encompasses bottles, labels, lids, and boxes to package the pomegranate juice for
market. The estimated packing expense is assumed to be $1.69 per gallon for a total expense of
$540,800. The expense for packaging materials represents 22% of the total cost for the venture.
Utilities and Communications
Utilities represent 2% of the total costs. Total annual expense for water and electric is estimated
to be about $50,000. Phone, fax and internet, or “communications” expenses total $5,000 per
year or 0.2% of the total expense.
Repairs and Maintenance
Total repair and maintenance is dependent on 2% of the total capital costs for building,
improvements and equipment. For this operation repair and maintenance is estimated to be
$29,900. These costs represent about 1.2% of the total cost for the pomegranate juicing facility.
37
Fuel and Oil
Fuel and oil expense was estimated based on current market prices. Given recent volatility in
this market, this expense can change significantly. It is estimated that fuel and oil account for
only 0.5% of the total cost of the venture at $12,634 per year.
Interest on Operating Capital
For this analysis the required working capital is assumed to be resources sufficient to cover half
of the operating expenses since the facility operates only 16 weeks. Interest on operating or
working capital is included at 8%. The estimated required working capital for the venture is
$980,254 per year. The resulting interest expense is estimated to be $78,420 and represents
3.2% of the total cost.
The remaining variable operating expenses attributable to the venture, estimated at $55,000 per
year, are for advertising and marketing at $50,000 and office supplies utilized in the business at
$5,000. Collectively these items account for just over 2% of the total costs. Given current
market conditions with pomegranate products, advertising and marketing will be essential to
capture market share sufficient to sustain the venture.
Fixed Costs
Fixed costs are expenditures that remain the same regardless of production level. Items
categorized as fixed costs for this analysis include manager and office personnel salaries,
accounting/legal fees, miscellaneous startup and contingency fees, taxes, insurance, interest on
intermediate and long-term debt, and depreciation. Total fixed costs are estimated to be
$415,338 or $1.30 per gallon based on the assumption set forth and projected level of production
for this analysis. Fixed costs represent about 17% of the total cost of this venture.
Salaried employees are considered "fixed" for this analysis since their costs are not easily
changed with production levels. As discussed in the direct labor section, an annual expense of
$85,000 is included as fixed costs for managerial and office personnel salaries.
Accounting, legal and consulting fees are estimated to total $5,000 per year for the facility and
represent about 0.2% of the total cost. Miscellaneous start-up fees and licenses are estimated to
be $5,000. Contingency are estimated at 1% of the total variable costs, or $20,389. Together
they comprise 1.2% of the total cost of operation of the pomegranate facility.
The land, equipment and building related to processing (manufacturing) the product may be tax
exempt for the first five years of operation if an application is filed with the county tax assessor
claiming a manufacturing exemption. However, any real or personal property not directly
related to processing will be taxable. A total expense of $17,039 is included in the model to
cover these taxes, based on property value and mill rate. This expense represents worst case
scenario, if NO exemptions are claimed and represents 0.7% of the total cost.
Also included in the analysis is insurance expense estimated to be $25,000 per year for the
business to cover property casualty, liability, and product liability. Insurance expense represents
1% of the total cost for the venture.
38
Annualized cost of the internal capital and return on investment is built into the economic
analysis. Fixed cost include a return on all capital invested. Interest expense is included at a rate
of 8% of the total investment for a cost of $122,800 for this operation. Return on invested
capital can be thought of as the average annual interest payment for a loan capitalized over the
anticipated useful life of the facility. Return on capital or interest on long-term debt represents
5% of the total cost of the operation.
Economic depreciation is used to cover physical deterioration and functional obsolescence of
equipment and facility and can be thought of as the annual average principal debt payment
occurring if a loan is structured for the entire capital costs for the anticipated useful life of the
facility. The total annual depreciation is estimated to be $135,110 or 5.5% of the total cost,
based on the capital cost estimates and economic life of the capital assets. Table F4 summarizes
the fixed costs.
Table F4. Fixed Costs
Total
$ 65,000
$ 20,000
$ 5,000
$ 5,000
$ 20,389
$ 17,039
$ 25,000
$ 122,800
$ 135,110
$ 415,338
Manager
Office Personnel
Accounting/Legal
Misc. Business Startup Expenses
Contingency Fees
Property Tax
Insurance
Interest Expense (8% Total Investment)
Depreciation
Total Fixed Cost
Total Costs
Total costs based on these estimates and assumptions are $2,454,265 or $7.67 per gallon to
process 4,000 tons of pomegranates into 320,000 gallons of juice.
Summary
Based on assumptions set forth in this analysis, a pomegranate juicing facility in Bacon County,
Georgia appears to be economically feasible. The projected net income for this venture is
$227,335. The resulting return on total investment before taxes is projected to be roughly 15%
based on a total capital investment of $1.535 million.
However, it is pertinent to point out that many unknowns still exist related to the functionality
and required equipment for processing pomegranates. Analysis in this study was based on best
information available from similar studies. Cost estimates may be over or understated given that
at the time of this study it was yet to be determined what the required equipment to process
pomegranates would consist of for a facility sufficient to support a moderate scale industry in the
state. The venture would provide the opportunity to process pomegranates into juice. It is
important to point out that the viability of pomegranate production in the Southeast is currently
being researched. No definitive recommendations can be made at this point.
39
Appendix 1
Juice Bottlers of the North America and the World
40
Company Name
Mail Address
PepsiCo Inc
700 Anderson Hill Rd
Foremost Farms USA Cooperative
PO Box 111
Eckes-Granini Group Gmbh
Po Box 1149
Hiland Dairy Foods Co LLC
PO Box 2270
Mw Gmw Sp Z O O Spolka
Chopina 39.
S Spitz Gesellschaft MBH
Gmundner Strase 27
Sunsweet Growers Inc
901 N Walton Ave
Cliffstar Corp
1 Cliffstar Ave
Tymbark Gmw Sp Z O O Spolka
Tymbark 156.
Yantai North Andre Juice Co
No.18, Andeli Street, Mouping District
Malaysia Dairy Industries
2 Davidson Road
Saudi Dairy & Foodstuff Co
Po Box 5043
Cooperative Agricole Copag
Route Nationale De Marrakech
Rajo AS
Studena 35
Cerveceria Union Sa
Po Box 627
Dutch Lady Milk Industries
Po Box 122
Pepsico Foods Co Ltd
7-8/F, No.168, Xizang (M) Rd.
Milkco Inc
PO Box 16160
Cutrale Citrus Juices USA Inc
602 McKean St
Motts Inc
900 King St
'mona
Schottenfeldgasse 69/3/2
Hortex Holding S A
Mszczonowska 2.
Ybbstaler Fruchtsaft
Krollendorf 45
F&N Foods Pte Ltd
214 Pandan Loop
Albi Gmbh & CoKg
Ulmer Str. 15
Ganir Ltd
Kibbutz
Sokpol Sp Z O O
Kosciuszki 8.
Beijing Huiyuan Food
Huiyuan Road, Beixiaoying Town, Shunyi District
Sio Eckes Elelmiszergyarto Es
Po Box 128
Sinton Dairy Foods LLC
PO Box 578
Ocean Spray Cranberries Inc
104 Park St
Beckers Bester Gmbh & Co Kg
Obere Dorfstr. 42
Grunewald Fruchtsaft
Grazer Strase 20
Ekoland Sp Z O O
Strefowa 2.
A Dohrn & A Timm Gmbh & Co Kg
Birkholzer Str. 1
Eurolait Sa
Po Box 3622
Permanis Sdn Bhd
Lot 5 & 7 Jalan P/5 & P/6, Section 13
Mix S A
Sobieskiego 14.
Cliffstar Corp
3502 Enterprise Ave
Parle Agro Private Limited
Near Western Express Highway,
Pago Fruchtsafte Gesellschaft
Schrodingerstrase 61
Pasteurizadora Maulec, SA De
Ex-Hacienda Tamariz, Lado B Norte S/N
Nutricia Deva AS
Gen. Klapalka 519
Agrana Juice Poland Sp Z O O
Krakowska 100.
Maspex Olympos Uditoital
Fo Utca 1.
Best Food International
2nd Floorbaluja House
Pasteurizadora De Leon SA De
Blvd. Aeropuerto 3102
Sudarshan Overseas Limited
304-305shivam House
Vin Kon S A
Dabrowskiego 35.
Mail City
Mail State
Mail Zip
Mail Country
Mail County
Purchase
NY
10577-1401
USA
Westchester
Baraboo
WI
53913-0111
USA
Sauk
Nieder-Olm
Rheinland-Pfalz
55264
Germany
Springfield
MO
65801-2270
USA
Greene
Wadowice
34-100
Poland
Attnang-Puchheim
Oberosterreich
4800
Austria
Yuba City
CA
95993-8634
USA
Sutter
Dunkirk
NY
14048-2800
USA
Chautauqua
Tymbark
34-650
Poland
Yantai
Shandong
264100
China
Singapore
369941
Singapore
Jeddah
21422
Saudi Arabia
Taroudant
Morocco
Bratislava
82355
Slovakia
Antioquia
.
Colombia
Petaling Jaya
Selangor
46710
Malaysia
Shanghai
Shanghai
200001
China
Asheville
NC
28816
USA
Buncombe
Auburndale
FL
33823-4070
USA
Polk
Port Chester
NY
10573-1226
USA
Westchester
Wien
Vienna
1070
Austria
Warsaw
02-337
Poland
Allhartsberg
Niederosterreich
3365
Austria
Singapore
128405
Singapore
Berghulen
Baden-Wuerttemberg 89180
Germany
Gat - Kibbutz
79565
Israel
Myszkow
42-300
Poland
Beijing
Beijing
101305
China
Siofok
8601
Hungary
Colorado Springs
CO
80901-0578
USA
El Paso
Bordentown
NJ
08505-1424
USA
Burlington
Norten-Hardenberg
Niedersachsen
37176
Germany
Stainz
Steiermark
8510
Austria
Tychy
43-100
Poland
Diedersdorf
Brandenburg
15831
Germany
Abidjan
1
Ivory Coast
Bandar Baru Bangi
Selangor
43650
Malaysia
Gdansk
80-216
Poland
Joplin
MO
64801-9193
USA
Jasper
Mumbai
Maharashtra
400099
India
Klagenfurt
Karnten
9020
Austria
Nopalucan De La
Puebla
75120
Mexico
Nove Mesto Nad Metuji
54901 Czech Republic
Bialobrzegi
26-800
Poland
Nyarlorinc
6032
Hungary
New Delhi
Delhi
110055
India
Leon
Guanajuato
37680
Mexico
New Delhi
Delhi
110015
India
Konin
62-500
Poland
Country
Phone Number
Phone Code
1
1
49
1
48
43
1
1
48
86
65
966
212
421
57
60
86
1
1
1
43
48
43
65
49
972
48
86
36
1
1
49
43
48
49
225
60
48
1
91
43
52
420
48
36
91
52
91
48
41
Web Address
914-253-2000
www.pepsico.com
608-355-8700 www.foremostfarms.com
6136350
417-862-9311
338738014
73270970
530-674-5010
www.sunsweet.com
716-366-6100
www.cliffstar.com
183325622
5354218988
62886421
26293366
28536182
249225205
43722400
379567477
2123058000
828-254-9560 www.ingles-markets.com
863-965-5000
914-612-4000
www.motts.net
18972300
223330084
744823040
62108108
73449500
86871428
343137260
1060483388
84501501
719-633-3821 www.sintondairyfoods.com
609-298-0905 www.oceanspraycrantastics.co
550398580
346321010
327895544
337935440
23469797
387253333
583448990
417-782-9797
www.cliffstar.com
2266935025
46333444
2764740671
491439111
486135700
14122200
1141540245
4777726372
1125920961
632406096
E-Mail Address
Purchasing
Full Name
Purchasing
Title Description
Dennis Phole Purchasing Agent
Jan Tharp
VP Purchasing
Novile Ramsey Purchasing Agent
Lewis Quaglia Purchasing Manager
Other Manager
Full Name
Other Manager
Title Description
Employment
Count
John C Compton
Eugene Mertz
Thomas Hinderer
Lynn Oller
Barbara Starun
Horst Populorum
Gary Thiara
Jack Hutton
Ireneusz Smolec
Chief Executive Officer
Corporate Secretary
Managing Director
General Manager
Accountant
Managing Director
Chairman
Executive Vice President
Vice Chairman
Josef Meggle
Luis Enrique Pardo Cortes
Kamarul Ariffin Mohamed
Chairman of the Board
Administrative Director
Chairman
Beth Sorrentino
Jim Fitzgerald
Sudhir Junankar
Controller
Manufacturing
Associate
Tomasz Dankowiakowski
Vice Chairman
Silvia Sobczyk
Xinde Zhu
Vice President
Vice Chairman
Richard Haberkorn
William Garcia
Corporate Secretary
Operations Manager
Richard GrUnewald
Managing Director
Azlan Md Nor
Krzysztof Strzyzewski
Rob Ball
Chief Legal Officer
Vice Chairman
Manager
1500
140
1500
230
480
742
400
700
1000
1399
0
1860
100
332
754
550
0
280
700
1000
18
810
151
300
300
195
230
1000
175
80
300
180
95
400
70
145
0
36
160
100
76
0
142
200
195
240
0
300
126
Frederik Willem Hertzberger Managing Director
Carlos Maurer SuArez Administrative Director
Hendrik Afman
Chairman of the Board
Ernst Krorrendorfer
Board of Directors
Filip Wojciech Rakiewicz
Board of Directors
Company Name
Hammoudeh Food Industries Co
Niehoffs Vaihinger Fruchtsafte
Elso Magyar Gyumolcsfeldolgozo
Marwit Sp Z O O
Agrana-Juice-Magyarorszag
Nouvelle Conserverie
Shanghai Huiyuan Food
Pasteurizadora De Los
Elmenhorster
Barkath Co-Ro Manufacturing
Multi 12 Gmbh
Jackson Ice Cream Co Inc
Waldnieler Fruchtsaft Gmbh
Weifang Wahaha Beverage Co Ltd
Zaklad Przetworstwa Owocowo
Al Ain National Juice
Fidel Dreher Gmbh
Ackermanns Haus 'Flussiges
Cargill Juice North America
Sorenco Laboratories Inc
Victoria Cymes Sp Z O O
Brauerei Fohrenburg Gmbh & Co
Ybbstaler Fruchtsaft Polska Sp
Neu's Fruchtsafte Gmbh & CoKg
Wosana S A
Mh Zeigler & Sons LLC
Envasadora Gugar, SA De CV
Interbrand Sal
Sokpol Koncentraty Sp Z O O
Klindworth Fruchtsafte Gmbh
Danish Jordanian Dairy Co
Frutzzo LLC
Wink Polska Sp Z O O
Noosh Mazandaran Co
Osmofrost Sp Z O O
Lebanon Fruit Juice Co Sal
Vitamor Kereskedelmi Korlatolt
Martex Farms Se
Zaklad Produkcyjno Handlowo
'klosterquell'
Zaklad Produkcyjno Handlowy
Cliffstar Corp
Votorantim Terminal Nv
Pai Chia Chen Brewery & Foods
Magimix De Lezzar Sarl
Pacific Ocean Tartositoipari
Precision Formulations LLC
Galilee Cider LP
Wildbadquelle Mineralbrunnen
Naumes Concentrates Inc
Christian Hartmann Gmbh
Mail Address
Mail City
Mail State
Mail Zip
Po Box 499
Amman
11118
Viezstr. 1
Merzig
Saarland
66663
0
Ersekhalma
6348
Zlawies Wielka 29/A
Zlawies Wielka
87-134
Nyiregyhazi Utca 3.
Vasarosnameny
4800
Route Nationale Zone Industrielle De Rouiba Rn
No 5
Alger
16013
No.2185, Lianhua South Road, Minhang District
Shanghai
Shanghai
201108
Ricardo Flores Magon No. 4201
Chihuahua
Chihuahua
31030
Lichtenhager Chaussee 1-3
Rostock
Mecklenburg-Vorpommern 18107
1140, Lorong Perusahaan Sg Lokan 5, Mukim 16
Butterworth
Pulau Pinang
13800
Klosterkamp 2
Magdeburg
Sachsen-Anhalt
39126
PO Box 429
Hutchinson
KS
67504-0429
Po Box 54
Schwalmtal
Nordrhein-Westfalen
41364
No.139, Wolong East Street, Kuiwen District
Weifang
Shandong
261031
Bieniewicka 22.
Blonie
05-870
Po Box 15937
Al Ain
Industriestr. 28
Stockach
Baden-Wuerttemberg 78333
Po Box 1160
Ellefeld
Sachsen
8234
38000 Cargill Way
Dade City
FL
33523-2400
2300 S Main St
Salt Lake City
UT
84115-2734
Kolobrzeska 43.
Walcz
78-600
Fohrenburgstrase 5
Bludenz
Vorarlberg
6700
Kolejowa 31.
Chelm
22-100
Weisenheimer Str. 2
Freinsheim
Rheinland-Pfalz
67251
Batorego 35/A
Andrychow
34-120
1513 N Broad St
Lansdale
PA
19446-1111
Camino De La Toma No.108
Tlalixtac De Cabrera
Oaxaca
68270
Po Box 70725
Metn
Zagloba 25.
Wilkow
24-313
Westerbohmen 10
Sittensen
Niedersachsen
27419
Po Box 927132
Amman
11190
40 W Main Street Ct 250B
Alpine
UT
84004-5600
Krakowska 100.
Bialobrzegi
26-800
Vali-E-Asr Avenue, Mansour Street
Tehran
1595748166
Osmolice
Strzyzewice
23-107
Po Box 90-468
Fanar
1202-2040
Major Utca 3.
Mor
8060
PO Box 3402
Carolina
PR
00984-3402
Klecza Dolna 148.
Klecza Gorna
34-124
Kalbeckgasse 6
Wien
Vienna
1180
Kolobrzeska 43.
Walcz
78-600
1164 Dell Ave
Walla Walla
WA
99362-1053
Hazopweg 6
Beveren
Flandre - Orientale
9130
9, Kuang Fu Rd., Chiatai Ind. Park,
Taipao City
Chiayi
612
63, Faubourg Emir Abdelkader Bernardville
Oran
31130
Po Box 194
Vac
2601
800 W Sandy Lake Rd # 200
Coppell
TX
75019-3804
2 Giborei Israel
Netanya
42504
Ritterstr. 6
Schwabisch Hall
Baden-Wuerttemberg 74523
PO Box 69
Wapato
WA
98951-0069
Bahrastr. 30-34
Sondheim
Bayern
97647
Mail Country
Mail County
Country
Phone Number
Phone Code
Jordan
Germany
Hungary
Poland
Hungary
962
49
36
48
36
64889488
68617060
78448173
566744300
45570610
Algeria
China
Mexico
Germany
Malaysia
Germany
USA
Germany
China
Poland
United Arab
Germany
Germany
USA
USA
Poland
Austria
Poland
Germany
Poland
USA
Mexico
Lebanon
Poland
Germany
Jordan
USA
Poland
Iran
Poland
Lebanon
Hungary
USA
Poland
Austria
Poland
USA
Belgium
Taiwan
Algeria
Hungary
USA
Israel
Germany
USA
Germany
213
86
52
49
60
49
1
49
86
48
971
49
49
1
1
48
43
48
49
48
1
52
961
48
49
962
1
48
98
48
961
36
1
48
43
48
1
32
886
213
36
1
972
49
1
49
21811151
2133506881
6144136411
3817050
43326332
391509310
620-663-3111
216394550
5362100888
227252840
37216555
777193240
374578120
352-521-0254
801-990-2100
672501024
55526060
825622111
550398589
338734151
215-855-5161
9515178590
4541707
818283451
73312010
65344780
866-378-8996
486135700
2188871049
228256004
1891200
22407822
787-845-4909
338233231
14794484
672580091
509-522-8608
35709580
52377269
41539792
27315411
972-393-7170
98630630
79150902
509-877-8882
97791531
Reno
Pasco
Salt Lake
Montgomery
Utah
Carolina
Walla Walla
Dallas
Yakima
42
Web Address
E-Mail Address
Purchasing
Full Name
Purchasing
Title Description
Liangde Wu Purchasing Manager
Naomi Menurong Purchasing Director
www.kroger.com
www.sorenco.com
Other Manager
Full Name
Other Manager
Title Description
Maik Schumacher
Managing Director
Jin Li
Margarita Botello
Egon Meyer
Charlie Ong
Steffen Wagner
Mark Oswald
General Manager
Accountant
Managing Director
Director
Managing Director
Controller
Jian Wang
General Manager
Michael Kralik
Director
Jozef Wysoglad
Rick Walck
Vice Chairman
Controller
Heinz Breuer
Managing Director
Terry Xanthos
Christian Medved
Member
Board of Directors
Horst Dietrich Kurt Pijahn
Board of Directors
Gustavo A Marti
Krzysztof Stuglik
Partner
Partner
Paulo Prignolato
Director
Cheryl Cahill
President
Olaf Hartmann
Managing Director
Christian Muigg Purchasing Manager
www.martexfarms.com
Employment
Count
380
90
153
100
100
245
300
140
80
60
80
125
31
0
500
2500
20
77
99
137
150
140
70
65
320
50
280
100
40
60
240
10
60
210
300
110
170
350
92
40
150
60
10
60
200
80
54
27
49
40
28
Company Name
Mail Address
Mail City
A P D Tropicana Products
All4fitness Smoothie Shop
Arden's Garden Juice Market
Artemis International Inc
Barsotti Juice Co
Beverage Concepts Inc
Cargill Juice North America
Chiquita Brands International
Cliffstar Corp
Cliffstar Corp
Cliffstar Corp
Cliffstar Corp
Creative Blends Inc
Cutrale Citrus Juices USA Inc
Draper Valley Vineyard
Extreme Juice Co
Florida Bottling Inc
Cooperative
Frutzzo LLC
Garelick Farms LLC
Green Zone Juice
H J M P Corp
Healthy Hawaiian
Hiland Dairy Foods Co LLC
International Fruit Juices
Island Joy Corp
Island Juice Of Everett
Izze Beverage Co
Jackson Ice Cream Co Inc
Juice Paradise
Juke Joint Juice Jaffe
Larry Logsdon
Liquids For Life Juice Bar
Lois Stauffer
Lovers Industrial USA LLC
Martex Farms Se
Mautino Distributing Co Inc
Mh Zeigler & Sons LLC
Milkco Inc
Mojito Empire Inc
Motts Inc
Mr Smoothie
NAPA Valley Distributors
Naumes Concentrates Inc
Noni Tahitian International
Ocean Spray Cranberries Inc
Oem Distribution
Orange Citrus Co Inc
Pan American Properties, Corp
Pan American Properties, Corp
PepsiCo Inc
Pine Hedge Orchards
Possmann North America
Precision Formulations LLC
R & R Simmons For Health
Raphah Inc
Raphah Inc
Redland Juice Co LLC
Refrescos Tropicales Inc
Riverside Express
Robeks
Rootabaga Enterprises Inc
Rootabaga Enterprises Inc
San Mar Manufacturing Corp
Santa Fe Cider Co LLC
Sheila Schultz
Sinton Dairy Foods LLC
Smoothie Hut
Sorenco Laboratories Inc
Sun Tropics Inc
Sundai Inc
Sundia Corp
Sunsation Inc
Sunsweet Growers Inc
PO Box 25024
470 Cable Bridge Rd
3757 Roswell Rd Ne
3711 Vanguard Dr Ste A
2239 Hidden Valley Ln
30322 Esperanza Ste 300
38000 Cargill Way
3586 Arden Rd
1 Cliffstar Ave
3502 Enterprise Ave
1164 Dell Ave
63 Wall St
2625 N Mesa St Ste E
602 McKean St
1751 Draper Valley Rd
950 Medford Ctr Ste 104
PO Box 420708
PO Box 111
40 W Main Street Ct 250B
626 Lynnway
1776 2nd Ave
432 Harding Industrial Dr
PO Box 335
PO Box 2270
9015 E Via Linda Ste 107
13923 SW 140th St
2707 Colby Ave Ste E
2990 Center Green Ct
PO Box 429
14485 Pipeline Ave
1585 Fulton St
7111 Arlington Ave Ste F
38 W Broad St
1747 Peachtree Cir
1335 NW 98th Ct Unit B100
PO Box 3402
PO Box 190
1513 N Broad St
PO Box 16160
700 S Flower St Ste 103
900 King St
1000 Ross Park Mall Dr
PO Box 126
PO Box 69
PO Box 4000
104 Park St
2078 Edgeview Dr
5620 Amersham Way
2 Km 30 7
Calle Claudia 9 Esq Beatr
700 Anderson Hill Rd
207 Arnold St
1700 Highway 36 W Ste
800 W Sandy Lake Rd #
13732 Choisser Ln
PO Box 7166
200 Riverside Blvd
10851 Bryant Rd
1405 Ave San Patricio
1117 E Putnam Ave Ste
5110 Buffalo Speedway
Po Box 10266
PO Box 274
PO Box 4007
55 Encantado Loop
14 Sandpiper Hl
PO Box 578
254 Goodhart Rd
2300 S Main St
PO Box 407
2809 Pine St
PO Box 225
100 S Cambridge Ave
901 N Walton Ave
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Corte Madera
Wapato
Orem
Bordentown
Hudson
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Vega Alta
Guaynabo
Purchase
Wrentham
Saint Paul
Coppell
Lakeside
New Brunswick
New York
Lexington
San Juan
Riverside
Houston
Eugene
Camptonville
Guaynabo
Santa Fe
Fairport
Colorado Springs
Shippensburg
Salt Lake City
San Ramon
San Francisco
Santa Clara
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342063957330342468099570992688335239454514048648019936216428799023382397538975043324253913840040190510128372119671465801852583318698201803016750491710112139250318018180523317200984613621944628816
915021057315237949769895184059085054423633486692
968
105770209355113750199204008902100697305100921068787700597440959220097087508144508090117257841159458394115950529171195993-
USA
USA
USA
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USA
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USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
USA
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USA
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941-742-2313
228-282-2792
404-844-4477
260-436-6899
530-622-4629
949-459-2922
352-521-0254
510-732-9500
716-366-6100
417-782-9797
509-522-8608
814-725-3801
915-544-5382
863-965-5000
541-597-4737
541-282-9929
305-324-5932
608-355-8700
866-378-8996
781-599-1300
212-600-0949
615-837-6420
808-826-6131
417-862-9311
480-967-6566
305-255-7420
425-252-1308
303-247-0350
620-663-3111
909-393-6615
718-778-0777
951-688-2619
610-882-0600
610-439-1134
305-471-1000
787-845-4909
815-664-4311
215-855-5161
828-254-9560
310-601-7782
914-612-4000
412-630-9065
415-924-2020
509-877-8882
801-234-3400
609-298-0905
330-650-2542
561-392-9111
787-883-0202
787-273-6100
914-253-2000
508-384-3055
612-819-6899
972-393-7170
619-443-4260
732-246-2301
212-721-1145
405-527-9181
787-782-9590
203-326-1245
713-663-6400
541-687-9535
530-288-3476
787-788-0788
505-986-8600
585-223-0992
719-633-3821
717-532-4545
801-990-2100
925-819-0399
415-762-0600
415-762-0600
909-215-6332
530-674-5010
Web Address
E-mail Address
Purchasing Purchasing Other Manager
Full Name TitleDescription
FullName
Other Manager
Title Description
www.anthocyanins.com
www.barsottibooks.com
www.cliffstar.com
www.cliffstar.com
Jan Tharp
VP Purchasing
www.cliffstar.com
Julie Hudson
Director
Jack Hutton
Rob Ball
Executive Vice President
Manager
Jill Askey
Supervisor
Jim Fitzgerald
Manufacturing
Vivian Calzadilla
Eugene Mertz
Terry Xanthos
Sam Wolman
President
Corporate Secretary
Member
VP Administration
Lynn Oller
General Manager
www.pepsico.com
www.kroger.com
Greg Stoh
Mark Oswald
Vice President
Controller
www.martexfarms.com
Gustavo A Marti
Partner
Rick Walck
Beth Sorrentino
Controller
Controller
Sudhir Junankar
Associate
David Warren
William Garcia
General Manager
Operations Manager
John C Compton
Chief Executive Officer
Cheryl Cahill
President
Naelida Martinez
Partner
Sheila Shultz
Richard
Partner
Corporate Secretary
www.sundia.com
Michael Kralik
Ashley Lao
Jeff Gargiulo
Director
Managing Director
Chairman of the Board
www.sunsweet.com
Gary Thiara
Chairman
www.floridabottling.com
www.foremostfarms.com
Dennis Phole
Purchasing Agent
www.overthemoonmilk.com
www.nationalbeverage.com
www.ingles-markets.com
Novile
Purchasing Agent
www.motts.net
www.oceanspraycrantastics.co
www.pepsico.com
Lewis Quaglia
Purchasing
www.santafecider.com
www.sintondairyfoods.com
www.sorenco.com
43
Employment
Count
2
2
2
3
4
22
99
18
700
160
60
27
6
700
2
4
50
140
10
10
1
13
1
230
1
5
2
31
125
2
1
5
1
1
2
350
50
50
280
7
1000
6
3
40
5
300
2
1
0
0
1500
2
2
54
1
1
2
4
6
2
11
3
2
24
1
12
80
25
137
11
33
9
24
400
Appendix 2
Weekly Juice Sales - Grocery Store
Single Location Sales
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58