Many think that buying fresh produce versus processed is always best, but surprisingly, that is not always the case. According to Tomas Osencovas, from Lithuanian beetroot processor Jovaige, their packaged beetroot actually contains 60-70% more vitamins compared to home cooked beetroot.
"The fresh beetroot is vacuum packed before we cook it by steaming. This process means that both the nutritional values and the flavor is much better, because everything is contained in the packaging instead of being dumped down the sink with the cooking water. People often think that it is not healthy or fresh because it is processed, but it is actually the opposite," shares Tomas.
"The vacuum packs also provide a solution for a traditional product that consumers are less likely to buy fresh because it takes so long (2-3 hours) to cook and the smell is terrible! This is why the ready-to-eat beet root is perfect for today's time conscious customers."
Joviage is one of the largest beet processors in Eastern Europe processing around 10,000 tons of raw beets per season. Their biggest markets are Lithuania, Latvia, and Estonia, although they also serve all of Europe, including Italy, the UK, Germany and Russia. Tomas shared that the Russian ban did not affect them because they offer a processed product and not fresh, however, the current economic situation in Russia has had an effect on trade.
Tomas said that 99% of the beets are sourced locally and the company works closely with their farmers, all of whom are GlobalGap certified. They work together to implement new developments and make necessary improvements to keep the product up to the company's standards. The company has been working with suppliers over the last few years, who have made some major investments to improve their cold stores which has improved the overall quality from their crop.
Organic beet production started in December 2015 with the main focus on the domestic market in Lithuania. A majority of the organic beets are sourced from Germany but, as of this year, they have also started sourcing local organic production. Results show that the market is ready for organic product. Organic cooked beets took about 5% from the total cooked beets market in a few months. So we see good perspectives of organic production, especially after we introduce locally grown organic beets.
The company is always looking for new opportunities as Tomas shared that they might also be looking further afield in the not too distant future, "We felt an interest for cooked beets from US and Israel markets during Fruit Logistica 2016 and hope that these markets could be the next step in our growth. US importers are especially interested in organic beetroot."
Processed potatoes using similar technology to what they use for beets are another new development for Jovaige, which is planned to to be trialed this year. The potatoes will be pre-cooked and vacuum packed and can be used cold for salads or warmed up as a side dish. Jovaige plans on presenting their potatoes at Fruit Logisitica 2017.
