Juice Summit 2026 brings the international fruit juice industry together in Brussels
2026-11-03
Jointly organised by AIJN, IFU and SGF International, the Summit brought growers, producers, suppliers, researchers, policymakers and business leaders together at The EGG. With more than 25 speakers, six main sessions, three breakout sessions and a record number of sponsors, the programme offered more than a snapshot of the market: it gave participants examples, evidence and perspectives to take back to their organisations.
European policy meets industry priorities
A highlight was the intervention of Pierre Bascou, Deputy Director-General at the European Commission’s Directorate-General for Agriculture and Rural Development (DG AGRI). He addressed the challenges facing European agriculture and the Commission’s Vision for Agriculture and Food, including competitiveness, food security and fair remuneration for farmers, while also highlighting the important role of the fruit juice sector in the wider European agri-food value chain.
For a sector dependent on fruit production and international supply chains, his participation brought EU policy directly into discussions about the industry's future.
From regulatory questions to workable solutions
The packaging session explored the impact of evolving EU regulations on the industry, alongside innovative solutions to improve packaging sustainability, recyclability and circularity. Speakers highlighted emerging technologies and new approaches to developing more sustainable packaging materials.
Artificial intelligence was explored with the same practical focus: fruit quality assessment, supplier searches and product formulation. Speakers also pointed to the obstacles behind the promise of AI, particularly fragmented data and systems that do not communicate with one another.
New thinking on markets, nutrition and supply
The market discussions highlighted new opportunities for growth and value creation in the fruit juice sector. Howard Telford of Euromonitor International emphasised the potential of product differentiation and new consumption occasions to strengthen the market. Pokka Sapporo's experience in Japan offered an inspiring example of how research and innovation can unlock new opportunities and create products that respond to evolving consumer needs.
Nutrition sessions brought scientific evidence into the discussion, examining the place of 100% fruit juice in dietary recommendations and research on its nutritional composition. Supply-chain specialists, meanwhile, explained how crop volatility, trade and pricing are changing the apple, pineapple and orange juice markets.
The link between resilience and production became especially tangible when Spanish citrus farmer María Amparo Martínez Sarrión described her regenerative farming practices. During the 2024 Valencia floods, she reported that her fields drained within 36 hours without soil loss. Her experience led into a broader discussion on how sustainability can become a strong business case, contributing to a more resilient and sustainable fruit juice supply chain.
More than a conference programme
The closing conversation with innocent drinks co-founder Adam Balon and CEO Nick Canney brought the focus back to consumers, product quality and the lessons learned from building a business through difficult periods.
What makes the Juice Summit valuable is its ability to bring together different perspectives from across the international fruit juice value chain: European policymakers, farmers, scientific experts, global suppliers, manufacturers and brand leaders. This diversity creates opportunities to exchange knowledge, better understand the challenges facing different parts of the sector and identify areas where cooperation can make a difference.
Beyond the conference programme, the exhibition area, dedicated breakout sessions, Welcome Evening and Juice Summit Dinner provided opportunities for participants to connect, share experiences and explore new business opportunities. These exchanges are an essential part of the Summit, helping strengthen existing partnerships and establish new relationships across the industry.
The Juice Summit 2026 once again demonstrated the value of bringing the global fruit juice community together, combining industry expertise, practical insights and business networking in one event.
The next Juice Summit will take place on 6–7 October 2027 at the BMCC – Bruges Meeting & Convention Centre, in Bruges, Belgium. We look forward to welcoming the international fruit juice community for another edition.
More information: www.juicesummit.org