Fruitapeel appeals to food award judges

Terry Haigh, md of the juice, smoothie and sweet sauce maker, which is based in Liverpool and was formed five years ago, received the trophy on behalf of the company. He explained to Food Manufacture’​s Rod Addy directly after the awards were announced the ethos behind his firm and what winning meant for the business.

“It’s a huge achievement for the business, an absolute accolade for the staff​,” said Haigh. It was testimony to Fruitapeel’s tenacity, that, having come through a tough period, it had turned itself around and diversified into freshly-squeezed and carton juices two years ago, he said. It had also grown sales from £3M to £20M.

Fiercely fought contest​

Commenting on its achievement in what was a fiercely fought contest, the judges particularly praised the creativity Fruitapeel had demonstrated in developing and marketing its Fun Juice kids’ drink brand.

The firm had targeted a specific business opportunity, then seized on it by successfully producing a healthy children’s drink with no artificial additives.

“There was very impressive growth on the back of the Fun Juice launch, filling a gap in the market and with some good business on the back of it.”​

The Food Manufacturing Excellence Awards category winners are chosen for excellence across a range of criteria. The Judges’ Special Award, sponsored by Zurich, rewarded the entrant that demonstrated outstanding achievement in one particular area of activity.