AIJN General Assembly 2025 brings together the fruit juice sector in Brussels

2025-04-15

The AIJN General Assembly on 8 April 2025 emphasized unity, sustainability, and growth in the fruit juice sector. Key highlights included progress in advocacy, sustainability efforts, and industry collaboration.

On 8 April 2025, the European Fruit Juice Association (AIJN) brought together national associations and company representatives from across the fruit juice value chain for its annual General Assembly in Brussels, with some participants also joining online. This yearly gathering offers members a unique opportunity to reflect on progress, align strategic priorities, and prepare for the challenges and opportunities shaping the industry.

Opening reflections: a call for unity and purpose

Welcoming attendees, AIJN President Javier Lorenzo emphasized the importance of staying united in a time of transformation -across markets, policy landscapes, and consumer expectations. He also highlighted key achievements from 2024, including a new management team and the launch of new tools designed to offer members greater transparency and easier access to information and services.

“It has never been more necessary than now to be united and work together. The challenges are enormous, and we need the contribution of every player to invigorate and strengthen our category. First, we must believe in it, and second, we must give our all to make this possible. Feel proud to work in the liquid fruit category. Let's go for it... together” - Javier Lorenzo, AIJN President

Strategic vision for 2025 and beyond

After a reminder of the global 2024-2026 AIJN strategy, The AIJN Secretariat presented an update on the association’s annual roadmaps, which continue to guide all AIJN activities and committees. The roadmaps of the various AIJN committees, showcasing priorities and areas of work, are available to members in the private area.

The team highlighted key accomplishments from 2024, including increased visibility for the sector, successful engagement with EU institutions, and growing collaboration with external stakeholders. Updates were also shared on regulatory efforts, specifically on AIJN’s involvement in the Fruit Juice Directive revision-related dossiers, such as reduced sugar fruit juices, origin labelling of fruits used in fruit juices, and packaging and packaging waste, among others. Additionally, progress was made in the technical committee and the continued development of the AIJN Code of Practice. These efforts are central to upholding product quality, safety, and legal compliance across Europe.

The focus for 2025 will be to further strengthen AIJN’s position as a trusted partner in European food policy and to continue advocating for fruit juice as part of a balanced, healthy, and sustainable diet.

Driving progress in sustainability and science

Sustainability was a key topic of discussion during the General Assembly. Following the relaunch of the AIJN Sustainability Committee in 2024, several sustainability managers from juice companies have collaborated to develop an AIJN sustainability strategy for recommendation to the AIJN Board and GA. The initiative was warmly received, with a shared recognition that certain challenges can only be tackled through collective action. The strategy will be presented in full during a dedicated session at the upcoming Juice Summit in Bruges.

Two key partner platforms also presented their latest work:

The Fruit Juice Science Centre (FJSC), represented by Dr. Carrie Ruxton, is a science information body whose mission is to provide evidence-based information to consumers, journalists, and health professionals on the role of 100% fruit juice in diets and health. Dr. Ruxton showcased the latest scientific evidence supporting the role of 100% fruit juice in a healthy diet and all the tools available for the juice sector to share all the information.
The Sustainable Juice Platform (SJP), chaired by Mario Diaz (sustainability manager for Innocent company), is a vision-driven initiative offering a collaborative space for continuous improvement. The platform enables joint efforts to address socio-economic and environmental impacts, risks, and opportunities. Its overarching goal is to support, guide, and inspire juice stakeholders to integrate environmental, social, and governance (ESG) principles across the supply chain. Mario updated the audience highlighting the complementary between this platform and the AIJN activities.

Juice Summit 2025

The General Assembly also reflected on the success of the 2024 Juice Summit, AIJN’s flagship event organized in collaboration with IFU and SGF, which brought together over 450 global industry leaders. With planning already underway, the 2025 edition, taking place on 1–2 October in Bruges, promises to further strengthen dialogue and innovation across the fruit juice sector. Stay tuned, registration will open soon!

A stronger sector through collective action

As the industry faces tighter regulation, growing environmental demands, and shifting consumer preferences, one message stood out from the 2025 AIJN General Assembly: together, we are stronger.

With clear roadmaps, active member engagement, and a shared commitment to sustainability and quality, AIJN is ready to help drive the sector forward. This unified approach is crucial to overcoming the challenges the industry faces and driving meaningful progress.