WORLD BIZ+
―Exploring the Reality of the Workplace Vol. 9―
The World's Second-Largest Producer of Carrot Juice
From the Fields of New Zealand to Tables in Japan

Based in Timaru, South Canterbury, on New Zealand's South Island, JPNZ processes locally grown carrots into carrot juice concentrate. Approximately 70-80% of its sales are destined for Japan, where the concentrate is used primarily as an ingredient in vegetable juices. JPNZ is the world's second-largest producer of carrot juice concentrate.
South Canterbury is ideally suited to growing carrots. Cold winters help bring out their sweetness and flavor, while the summer growing season produces high-quality crops. JPNZ supplies seeds to its contracted growers, who cultivate process-grade carrots specifically for juice concentrate production. Larger than ordinary table carrots and sometimes growing to the size of a daikon radish, these carrots are juiced whole – a distinguishing feature of JPNZ's production process. By growing carrots specifically for processing from the seed up, JPNZ supports the consistent production of high-quality carrot juice concentrate.

Carrot juice concentrate is produced for seven to eight months of the year. During this period, the plant operates around the clock, making a stable supply of raw materials essential. JPNZ has built trusting relationships over many years with its contracted growers, including farmers who have worked with the company since the business began. By working together on matters such as varietal selection and optimal harvesting times, JPNZ also enable growers to plan for the labor and machinery they will need, helping ensure a stable supply.
Agriculture in New Zealand is also an industry passed down from one generation to the next. Growing the business alongside farmers who themselves take a long-term view has helped provide JPNZ with a stable foundation for its operations.

JPNZ is also working to reduce its environmental footprint, for example by switching the boiler used to generate steam for its production processes to 100% wood-chip biomass fuel. In addition, the company is developing new markets where production by-products can be put to effective use and expanding its sales channels by leveraging Sumitomo Corporation Group's global network. As it explores new possibilities for its high-quality carrot juice concentrate, JPNZ is looking to achieve further growth.