Chivita To Celebrate World Juice Day in Nigeria

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CHI Limited, makers of popular Chivita range of fruit juice brands and leader of the fruit juice category, will mark Chivita World Juice Day, the first of its kind in Africa and Nigeria, on October 17, 2019.

Being the leader in the fruit juice category in Nigeria, Chivita has boldly taken up this public interest initiative to drive awareness for everyday wellness and promotion of an active, healthy lifestyle. Chivita World Juice Day will bring together nutritionists, experts in the health industry, and other key personalities, to inform the public about the values and benefits of healthy living. Chivita and industry experts would educate Nigerians on the importance of everyday wellness and provide guidance on how people can live healthier, happier and more productive lives, through the consumption of the right foods, meals and beverages, particularly, fruit juice. This year’s event will have the theme, ‘Everyday Wellness: Crystallizing the Role of Fruit Juice’.

Speaking on the initiative, Managing Director of the company, Deepanjan Roy, said “Chivita World Juice Day, created in partnership with the International Fruit and Vegetable Juice Association, was initiated by Chivita to create a platform for independent experts, nutritionists, and key influencers to spread awareness on the importance of fruit juice consumption on a daily basis to achieve every day wellness.”

He said, “As a leader in the beverage category, Chivita is not only committed to producing quality and healthy beverages, but also feels responsible to educate consumers about making the right beverage choices to ensure their overall health and wellness. This platform aligns to our key goal and will enable us deepen the conversations on fruit juice consumption, thus enabling a healthy life for all Nigerians”.

According to the World Health Organization, Nigeria ranks 178th on the global life expectancy index (2018 report). Factors affecting life expectancy include access to quality health care, genetics, living conditions, hygiene, and diet. Thus, a healthy diet is key to maintaining good health thereby increasing overall life expectancy. The best source of required daily nutrients is fruits and vegetables as they are loaded with the right amounts of essential vitamins, minerals, antioxidants and phytonutrients the body needs to perform all its required functions and keep us healthy.

As an alternative to eating fresh fruits and vegetables, drinking 100% fruit juices is an excellent way to achieve the recommended daily amount of required nutrients the body needs to maintain optimal health. That is why nutrition experts recommend that we drink 1½ – 2 glasses of 100% fruit juice every day. Research indicates that countries that are low in consumption of natural foods and fruit juices also rank low in life expectancy. This is because fruit juice is a key component of the healthy living equation.

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