SGF - Germany
Alexandra Heinermann studied law at the University of Mainz, Germany and holds a Master of Business Administration of the Steinbeis University, Berlin. In 1999, she started her professional career as a lawyer and entered the international fruit juice industry in 2004 by joining SGF International e.V. as Deputy General Manager. On 1 July 2012 Alexandra has been appointed General Manager. In this position she is responsible for the performance, development, profit and loss, compliance, people management and communication of the trade association which runs a Voluntary Quality Control Scheme for about 500 fruit juice related member companies in almost 60 countries around the world. Besides, Alexandra has been appointed General Manager of the Quality Juice Foundation (QJF) and of the SGF Service Plus GmbH, a service company for the global fruit juice industry. Alexandra is also member of the AIJN CSR expert group as well as of the Steering Committee of the AIJN Juice CSR Platform.
Summary of lecture
Worldwide market for citrus juices
Worldwide, we monitor a slight increase of consumption of fruit juices and nectars, resulting from demand and population growth in emerging markets. In contrast, we observe sharp falls in Europe, especially in Europe’s key fruit juice and nectars markets Russia and Germany. Currently, the EU represents about 25% of the global juice and nectars value share, which is expected to decline to 20% by 2019. The reasons for this decline are mainly cautious consumer spending and changes in consumer behavior. One key trend of the consumer behavior is consuming less in quantity but better in quality. An indication for this trend is for instance that NFC-products is making gains at the expense of FC-products. This also supports studies according to which consumers are becoming increasingly health-conscious as they strive to achieve the lifestyle ideal of happy, healthy and balanced. Herefrom unfold unique chances for value growth such as development of value-added products, emphasizing of healthy functionality, ensuring transparency of origin and provenance, flavor innovation (preservation of original flavor and new flavor mixes) and exploiting the healthy image of coconut water.
As a powerful industrial association, SGF International e.V. – Sure-Global-Fair – stands for self-control of the fruit juice branch and fights for safeguarding the compliance with legal and industrial quality and safety standards. In fulfilling its statutory task, SGF carries out targeted market observations and plant audits at the member production plants in the framework of the Voluntary Control System (VCS) to monitor compliance with the food and labelling regulations. Hence, SGF supports all matters concerning quality, safety, authenticity and sustainability of fruit juices and makes a valuable contribution to fulfill the consumer’s needs.