Eosta Targets Fresh Juice Segment Growth for Organic Raingrown Oranges Amid Pesticide Residue Concern

WADDINXVEEN, Netherlands — Leading European organic fresh produce importer-marketer Eosta is targeting growth for its Organic Raingrown Oranges – now in their second season from Peru – in the grocery retail fresh juice segment, thanks to the oranges’ high-juice content and increasing consumer concern surrounding pesticide residues on fresh fruits.

Cultivated entirely using natural rainfall, without irrigation – a process which significantly reduces pressure on local water resources while delivering on flavour and quality – the Organic Raingrown Oranges concept demonstrates how organic agriculture can contribute to more resilient and climate-conscious production systems.

Following a successful first season with Peruvian citrus cooperative Kivinaki, Eosta is now aiming to take advantage of the Jucy Gold oranges’ consistently high – typically 45% – juice content and good Brix levels by actively seek to grow in the fresh juice machine market, particularly in supermarkets.

Eosta Product Manager, Peke van Beek, said: “Eosta sees strong potential for Organic Raingrown oranges in supermarket juice machines. Most machines still use conventional oranges. As the whole fruit, including the peel, is pressed, residues from pesticides or post-harvest anti-fungal treatments may transfer into the juice. Organic oranges offer a cleaner, healthier alternative.”

According to van Beek, concern over pesticide residues in orange peel links to a broader retail trend, especially in Germany, where ‘edible peel’ is increasing used in citrus. For juice machines, this is even more relevant because the peel is part of the pressing process.

He said: “The Organic Raingrown Oranges are especially suitable thanks to their high juice content and Kivinaki’s background in citrus juice production. Together, Eosta and Kivinaki have now expanded this expertise from juice into fresh whole-orange exports to Europe.”

Overall, van Beek said the citrus season provides an excellent platform to highlight Eosta’s Organic Raingrown Oranges programme. “Through targeted communication, storytelling and point-of-sale materials, we are raising awareness of the environmental benefits of rainfed citrus production and the positive impact it can have on water stewardship,” he added.

Stable supply

To ensure a stable and reliable supply throughout the season, Eosta sources organic citrus from several countries in the Southern and Northern Hemispheres. Key origins include South Africa, Peru, Argentina, Chile, Colombia, and the Dominican Republic.

By working with growers across different regions and climates, Eosta maintains continuity of supply while managing seasonal fluctuations. This year, van Beek said Eosta expects the overseas citrus season to continue until approximately week 42.

In terms of citrus categories, organic lemons and oranges remain Eosta’s most important segments during the Summer months, although the company also offers a broad range of organic grapefruits, soft citrus and limes.

Eosta Product Manager Koen van Velthoven said: “We expect a stable supply of organic lemons from several countries of origin until European production resumes.”

Within oranges, van Beek revealed that Eosta is seeing a gradual shift from Valencia varieties towards Navel varieties, thanks largely to the excellent shelf life and eating quality of Navels. “Their thicker peel provides better protection during long-distance transport, helping to preserve quality from orchard to consumer,” he added.

With some weather volatility delaying the start of the season in South Africa, van Beek emphasised the importance of close cooperation across the supply chain to ensure customers continue to receive fruit that meets expected quality standards.

About Eosta

Eosta – with Nature & More as transparency brand – was established in 1990 and over the past  35 years has developed into a leading European distributor of organic fruit and vegetables. The company is known for its sustainability campaigns such as The True Cost of Food, Natural Branding, Living Wage and Save Our Soils. 

Eosta’s Organic Raingrown Avocado won the inaugural True Price Award in 2025, a prize that has been created to highlight fair pricing and transparency in fresh produce supply chains. It was also awarded Bioproduct of the Year 2025 in The Netherlands, and took third place at the 2025 Fruit Logistica Innovation Awards.

The Sustainability Flower model can be viewed here.