Pago Fruit Juices UK Ltd Jakob House 6 Alfred Court Saxon Business Park Stoke Prior, Bromsgrove Worcester B60 4AD Tel: 01527 835111 Fax: 01527 835725 KEY CONTACTS Country manager Tony Harwood KEY BRANDS - Pago Orange-Carrot-Lemon - Pago Tropical Juice Cocktail - Pago Orange Juice - Pago Grapefruit Nectar - Page Pineapple Juice - Pago Apple Juice - Pago Blackcurrant Nectar - Pago Tomato Juice - Pago Strawberry Cocktail - Pago Banana Nectar - Pago Peach Nectar Premium juice manufacturers had a lot to be grateful for in 1999/2000 ­ after all, it was the year a whole new generation of premium juice drinkers was born. According to Tony Harwood of Pago Fruit Juices UK, junior consumers of the phenomenally popular Sunny Delight are destined to become the discerning adult buyers of tomorrow and premium juice manufacturers can only benefit. "Consumers take the eating and drinking habits of their youth with them and I predict that as this generation grows up they will continue to drink fruit juice ­ premium fruit juice," he says. He draws a comparison with the early days of the wine market in the UK. Teenage consumers of Blue Nun and Mateus grew up to become a sophisticated generation of wine drinkers who are driving massive growth in the alcoholic sector. "I believe that premium fruit juices will be the boom drink of the next generation," says Harwood. If that's so, then Pago, which has already shown 400% growth in the past two years, is well placed to deliver what the next generation wants. In building the brand, the company has concentrated on two distinct sectors ­ on- premise, working with and building trading partnerships with wholesalers and retail groups, as well as the corporate and fragmented trade who supply offices, fast food and sandwich bars. "Both routes have been very productive and our Pago brand is now very well established in the UK," says Harwood. "Our aim remains brand leadership within the premium sector of the on trade and we are well on the way to achieving that goal." He sees three key trends emerging in the juice market ­ natural and additive free, while not necessarily organic; quality, not volume led; and the ability of European and Continental brands to grow across Europe. "The greatest trends UK and world wide are natural, healthy, treat or pleasure, image led, lifestyle linked and not cost or brand," says Harwood. "The future is quality, quality, quality." {{Z SUPPLEMENTS }}

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