A juice production line can become very profitable if the business is properly organized. This drink is in rather high demand, and not necessarily, only in summer, juices are drunk with great pleasure all year round. So, many people will prefer to see juice on their festive table at any time of the year, rather than mineral drinks with dyes.

Premises for the organization of production

In the premises where you plan to organize your business, there should be enough space for at least one purchase of a juice production line. In addition, it is necessary to take care of the space where raw materials will be stored, where the warehouse of finished products will be located, as well as household premises. If you want to save money, then the office can be located on the territory of the plant.

It is more profitable to locate production outside the city, and there are several good reasons for this. Firstly, you can significantly save on rent, and secondly, utility tariffs will be lower accordingly (and this is important, since you will have to spend a large number of water). As for the area of ​​​​the room, then for a start you can stop at 150 m 2.

Necessary equipment

If you decide to purchase a juice production line, then its price will vary from 2 to 6 million rubles. Basically, the cost depends on the country of origin, the period of operation and the year of manufacture (in the event that you purchase used equipment). Naturally, before buying, you should do a market analysis of the manufacturers of the relevant equipment in order to have an idea about the manufacturers.

Technological lines for the production of juices consist of the following equipment:

Water treatment systems (includes several filters for water purification).

Fresh Product Conveying Line

• Pumps and filters for finished products.
• Mixing jars.
• Homogenizer.
• Pasteurizer.
• Heat exchanger.
• Tank for aseptic storage.
• Filling device.
• Washing equipment.
• The device for a conclusion of packages and packings in a container.

If you decide to acquire used equipment, then the price of such a juice production line will be much cheaper. However, before purchasing it, you need to consult with specialists, since it often happens that it will take you exactly as much money to repair and debug the old line as the difference between new and old equipment.

Types of juice and technologies for its production

Based on what raw materials will be used on the production line, juices are divided into:

• fruit;
• vegetable;
• fruit and vegetable;
• vegetable and fruit.

Juice, which is made from one type of fruit, is called monosock (ordinary) juice, and from several - blended (mixed).

Depending on the technology of preparation, juices are:

• direct spin;
• restored.

Freshly squeezed juice (fresh)

Freshly squeezed juice (fresh) is a direct-pressed juice that is not subjected to industrial processing, it is consumed immediately after the extraction process. Most people believe that such a drink is the most useful. In fact, this is true, subject to certain conditions. For example, if the juice is obtained exclusively from ripe and fresh fruits that are grown in an area with a clean ecological situation.

Therefore, if you think carefully, the usefulness of fresh juices can be questioned. For example, a line for the production of freshly squeezed orange juice. The fruit itself is “overseas” and travels to us for a very long time, besides, it is still unripe (which means that it lacks the necessary vitamins). Another unpleasant fact is that before a long journey it is treated with certain substances so that it simply does not disappear. Conclusion: it is unlikely that fresh from such a fruit can be called useful.

Direct juice

Fresh Juice Filtration Straight juice is freshly squeezed juice that is canned for long-term storage. To obtain such juice, it is necessary to use exclusively fresh and ripe fruits.

Direct-pressed juices can only in a physical way, which assumes short-term heating.

Concentrated juices

On the line for the production of concentrated juices, a certain amount of water is removed from the freshly squeezed drink.

That is, freshly squeezed juice goes through the process of evaporating or freezing water.

During the evaporation process, the juice is heated in a vacuum, however, it does not boil, as it may lose all its beneficial features. The end result is a sticky mass.

The freezing process is identical to evaporation, the difference is only in temperature indicators.

Sugar is usually not added to concentrated juices. Such juices are stored from 6 months to 1 year if all the rules for their content are observed.

Reconstituted Juices

The following processes take place on the line for the production of reconstituted juices. Concentrated juice is quickly heated to 100-110 degrees, and then cooled to room temperature. After that, water is added to it in such an amount that has been evaporated. If you follow all the subtleties, then in the end you can get 100% juice.

Container and packaging of finished products

Paper container for juice

In the modern world, most juices are sold in packaging called Tetra Pak because it is considered more practical than glass and helps prevent the decay of certain beneficial properties that the product can lose when exposed to sunlight. In addition, glass is heavier, which is of particular importance during the transportation process (transportation services will cost you more).

Also, if you decide to deal with Tetra Pak packaging, then your juice production line must be suitable for working with it. The finished product is packed in boxes, several bags in each and covered with plastic wrap. Thus, another issue that should be taken care of is the cardboard for containers.

Staff

As for the personnel who will serve the production, at the initial stage you will need no more than 30 people (along with office workers). Pay great attention to the choice of technologist, as he will set up and test the juice production line.

Start of the production process and implementation

What is needed in order to start your production:

Juice containers can be paper or plastic.

• At least one production line.
• One barrel of concentrated juice.
• Package.
• Boxes for packing.

If we take an average, then one line produces about 2 tons of finished products per hour.

First, juices are best delivered to kiosks, small shops and supermarkets, shopping pavilions. You should also not forget about promoting your products, for example, by organizing promotions, various bonuses, gifts to sellers and distributors so that they are more willing to cooperate with you.

Video: Juice production

The juice is a liquid food product obtained by pressing edible ripe fruits of vegetable or fruit crops. It is popular almost all over the world. The most common juices are squeezed from the edible fruits of benign, ripe fruits and vegetables, however, there are those obtained from the stems, roots, leaves of various edible herbs (for example, from celery stalks, from sugarcane stalks).

According to the legislation (TR CU 023/2011 Technical Regulations for juice products from fruits and vegetables), juice should be understood as “a liquid food product that is unfermented, capable of fermentation, obtained from edible parts of good-quality, ripe, fresh or kept fresh or dried fruits and (or) vegetables by physical impact on these edible parts and in which, in accordance with the peculiarities of the method of its production, the nutritional value, physico-chemical and organoleptic properties characteristic of juice from fruits and (or) vegetables of the same name are preserved.

Types of juices

Juice products also include nectars, fruit drinks and juice drinks. All these products differ in composition and taste.

1. Produced directly from fruits or vegetables- juice of direct extraction or freshly squeezed.
2. restored- prepared from concentrate and drinking water. It cannot contain preservatives, colorants, flavorings and sweeteners.
3. Nectar- a liquid food product prepared from concentrated juice (mashed potatoes), drinking water with or without the addition of natural flavoring substances of the same name. At the same time, the proportion of juice (puree) should be, depending on the type of fruit or vegetable, at least 20-50% of the total volume. In addition to water, nectar may contain sugar, natural acidifiers (for example, citric acid), antioxidants (ascorbic acid), fruit and vegetable pulp, and citrus fruit cells. Preservatives, flavors and sweeteners cannot be added to the nectar. As a rule, nectars are made from those fruits or vegetables whose concentrate cannot be used for juicing due to too sweet or sour taste (for example, cherries, currants, pomegranates) or because of their thick consistency (for example, bananas, peaches).
4. juice drink- a liquid food product made by mixing juices and/or puree, concentrate and drinking water, provided that the proportion of puree is at least 10% (if the juice-containing drink is made from lemon or lime juice, then the proportion of concentrate must be at least 5%) . The range of juice drinks includes the largest number of drinks made from traditional and exotic fruits: blackberries, raspberries, cactus, limes, etc.
5. Morse- liquid food product - a traditional Russian national drink. Industrial juice is usually made from a mixture of berries (berry puree), drinking water, sugar (or honey), provided that the minimum proportion of juice is at least 15% of the total volume. Instead of water in fruit drinks, it is permissible to use an aqueous extract of pomace of those berries that were used for production. However, it should be taken into account that the industrial fruit drink differs in the method of manufacture and quality from the homemade fruit drink made in the traditional way.

The most popular of fruits and vegetables

Fruity:

• Apricot - a product (drink) obtained by squeezing liquid from fresh apricots. Contains provitamin A (carotene), necessary for normal growth and development of the body.
• Orange is a popular breakfast drink made by squeezing the liquid from fresh oranges. Rich in vitamins (especially ascorbic acid), has antiscorbutic properties. Also the term "orange juice" is used in conversation and commerce when we are talking about "orange made from concentrate." To distinguish fresh orange juice from concentrate, Canada, Israel and America use the label "not from concentrate" (not from concentrate). In the US, all juices on the market are pasteurized.
• Grape is a popular drink made by squeezing the liquid from fresh grapes. Saves healing properties grapes, contains a large amount of sugar, vitamins and mineral salts, it is recommended as a valuable dietary product.
• Pomegranate - a popular drink obtained by squeezing the liquid from fresh pomegranate fruits (granatin). Pomegranate fruits are rich in sugars, tannins, vitamin C, contain fiber, minerals and trace elements: calcium, magnesium, potassium, manganese, sodium. It is possible to squeeze out up to 60% of juice from fruits with a high content of anthocyanins. The juice of cultivated pomegranate varieties contains from 8 to 20% sugar (glucose and fructose), up to 10% citric, malic, oxalic and other organic acids, phytoncides, nitrogenous substances, tannin, sulfate, chloride and other salts. The pericarp, roots and bark contain up to 32% tannins. Pomegranate juice useful for anemia, a decoction of the peel and membranous partitions - for burns and indigestion. The flesh of the seeds is reddish, used in desserts and salads, as well as for making soft drinks.
• Plum - obtained by squeezing liquid from fresh plums, it quenches thirst well, improves digestion, and has a laxative effect.
• Apple - obtained by squeezing the liquid from fresh apples. Rich in sugar, pectin and mineral salts. Useful for diseases of the gastrointestinal tract and dysentery, helps to normalize blood pressure.

• Carrot - obtained by squeezing liquid from carrots. The main source of carotene. In addition, it contains calcium, phosphorus and iron salts necessary for the life of the body. In terms of calories and digestibility (availability for the body), carrot juice is superior to other vegetable juices. Its use is especially useful for children, pregnant and lactating women.
• Tomato - obtained by squeezing liquid from ripe tomato fruits. It contains almost all the vitamins that are found in plant foods, mainly ascorbic acid and vitamin A. In addition, a large amount of mineral salts, carbohydrates and organic acids. Due to the harmonious proportion of their concentrations, tomato juice has a pleasant refreshing taste and quenches thirst well.
• Pumpkin. Most often it is used in baby food.

Direct juice production

Direct-pressed juices (or natural freshly squeezed industrial production) are produced directly from fruits or vegetables at the time of harvest. The harvesting and processing season lasts depending on the type of fruit and geographical region from 20 or more days. So, for example, the apple harvest season for making apple juice in European countries, including Russia, falls on July-November, Chile - May-September, China - August-December, South Africa - February-May. Oranges, from which the world's most popular natural orange directly squeezed (international designation "NfC" - "Not from Concentrate" / "Not from concentrate"), are harvested in Brazil in January-March and then after a month-long break in May-December, Argentina - in May-December, in Cuba - in January-June, in the USA (Florida) - in January-August, then in November-December, in Spain - in January-May, then in December, in Israel - in January- June, then December.

The harvested fruits or vegetables are delivered fresh to the processing plant, the main task of which is to preserve the quality and, first of all, all the useful properties of the raw materials during the production of juice. For the processing of raw materials, various technologies are used, which usually consist of several processes - acceptance, washing and inspection of fresh fruits (vegetables), grinding of raw materials, the actual production of juice by mechanical means (for example, using presses of various designs), single heat treatment - pasteurization, bottling in a sterile consumer container. For bottling direct-pressed juices, the most widely used containers are glass, which is the best packaging material that preserves the quality, useful properties and ensures the safety of products for a long time. Quality and safety control of products is carried out throughout the entire chain - from growing fruits (vegetables) to the finished product.

In the case of high yields, the processing enterprise may not pack all the directly squeezed juice directly into consumer packaging during the season, but store it in sterile containers of large volume (from 10,000 liters or more). Storage is carried out at a low temperature (not higher than 10 °C) in a nitrogen atmosphere. Under such conditions, the drink does not lose quality and retains all its beneficial properties for several months (even until the start of the next harvest season). According to another technology, directly squeezed juice obtained from fresh fruits (vegetables) during the harvest season is stored at low temperatures (not higher than -20 ° C) in frozen form. In this state, it can be delivered, for example, to another enterprise located in a different region, which will fill it into consumer packaging after it has been defrosted using a special technology. Therefore, it is not surprising that, for example, apple, pomegranate or other juice from subtropical fruits, made in January-March or packaged in consumer packaging outside the region where this raw material is grown, is very often found on sale.

Depending on the type of fruit (vegetables), direct-pressing technologies may differ in details, but the main unifying feature of these technologies is the use of a minimum number of industrial processes, which, unlike reconstituted juices, makes it possible to fully preserve the beneficial properties of fruits in the final product - direct-pressed juice ( vegetables). So, for example, direct extraction technologies do not use such operations that are typical for reconstituted juices, such as concentration (obtaining concentrated, which is accompanied by the separation of natural water, aroma-forming substances and a change in the physical and chemical composition), stabilization, clarification, restoration by adding drinking water and flavoring substances. Directly squeezed juices are pasteurized only once, while regenerated juices are subjected to repeated heat treatment in the course of their manufacture (several times in the manufacture of concentrated raw materials, then again when reconstituted). It should be mentioned that a separate assortment group of directly squeezed juices - chilled - is not subjected to pasteurization at all or is pasteurized once in the so-called. "soft" conditions, then it is cooled and in a chilled state it is delivered to the retail trade network. Such products must be stored in undamaged original packaging at low temperatures. The shelf life of chilled direct-pressed juices, as a rule, does not exceed one month.

Concentrated juice production

Concentrated juice is a product produced during the harvest period in the regions of agricultural production of fruits and vegetables in specialized factories. For its manufacture, fruits, including berries, or vegetables are used. First they are cleaned, crushed, and then sent under the press. After that, the resulting juice is sent to the storage tank. From the storage tank, the liquid is sent for concentration, that is, under the influence of heat under reduced pressure, water evaporates from it as a result of boiling. Compared to the original juice, concentrated juice has a thick, viscous consistency.

At all stages of production: from the supply of fruits or vegetables to the bottling of finished concentrated juice, the factory laboratory monitors the quality and safety of the product. For preservation, it is brought to a temperature of 87-92 ° C and kept for 35-40 seconds to prevent microbiological spoilage. After that, the juice is either left unclarified (cloudy) or clarified in a special ultrafiltration unit, after passing through which it becomes transparent. In parallel with the heat treatment during concentration, the collection of aroma-forming substances is carried out, which evaporate when heated. After that, the resulting concentrated juice is pumped for storage in tanks. To obtain mixed products, specialists blend (mix) concentrated juices made from fruits or vegetables of various types, varieties and crops. The mixtures are then poured into aseptic containers for transportation.

Production of reconstituted juice

Stage 1. Examination. Concentrates and purees are delivered to the plant either in barrels with aseptic food liners inserted into them, or in containers made of stainless food steel. Checking concentrated juice consists of two stages. At the first stage, it is checked immediately after entering the factory. The check includes: verification of accompanying documents, during which experts find out whether the drink complies regulatory documents; verification of microbiological indicators; checking organoleptic indicators (taste, color, smell); verification of physical and chemical parameters (pH, titratable acidity, solids content, pulp content). If the first stage of verification shows that all indicators are normal, then a decision is made to use this concentrated juice in production. After that, the concentrated juice is sent for storage, which takes place under special conditions in order to preserve all the parameters. The second stage of verification is carried out immediately before the preparation of the product. It is re-checked for compliance with the organoleptic and physico-chemical parameters of the declared norm. If any deviation is revealed at any of the stages of the check, then the concentrated juice is rejected and not used in the production of products.

Stage 2. Water return. To make a reconstituted species in concentrated juice, it is necessary to return the entire volume of water that was removed from it during the concentration process. To do this, use drinking water, which does not affect the taste, smell and color. To do this, water undergoes multi-stage purification: mechanical deferrization, purification from organic impurities, treatment with bactericidal ultraviolet lamps and flash purification. To return the water, the concentrate is sent to blending tanks (special closed containers made of stainless steel). They mix concentrated juice and drinking water. This process takes place in closed opaque containers without access to light with a minimum amount of oxygen. At the same time, natural aroma-forming substances removed during concentration are returned to the concentrated juice. It should be noted that the return of aroma-forming substances is not mandatory.

Stage 3. Sample selection. While mixing concentrated juice, drinking water and aroma-forming substances, the employees of the factory laboratory take a sample and check the quality of the prepared product (taste, color, smell, consistency, titratable acidity, solids content, pH). The check takes 10-15 minutes. Until the conclusion of the laboratory on the conformity of the products to quality standards is received, the juice will not go on bottling. If all parameters are normal, then he is sent to heat treatment.

Stage 4. Pasteurization. The task of heat treatment (pasteurization) is to ensure the microbiological safety of the product and its safety throughout the entire shelf life. During pasteurization, the product is heated to 90-97 °C and held for 30 seconds. After that, it is cooled very quickly to 25 °C. This temperature regime allows you to destroy all harmful microorganisms and at the same time preserve taste, aroma, and vitamins.

Stage 5 Packing. The pasteurized reconstituted juice is fed into the packaging machine, where it is filled into bags that are sterilized and molded directly inside the machine. Thus, thanks to a completely closed production and aseptic processing, the reconstituted juice is completely protected from unwanted external influences. At this stage, experts check the quality of the packaging, the quality of the formation of the package and its tightness, and check the completeness of the filling. After that, the package is marked with indelible ink (production date and expiration date), a straw or a lid is glued. Then the packages are packed in, scorched in, stacked in and sent for storage. Now the manufacturer has the opportunity to choose different kinds packaging. Juice products are packaged in aseptic bags, and in glass bottles (jars). The main task of packaging is to preserve the beneficial properties of fruits and vegetables, and of course to ensure the high quality and safety of the product for the consumer. There are differences in the way juice products are filled into different types of packaging. In glass bottles (jars) products are poured hot and can be sterilized after bottling. When filling into aseptic bags, the products are pre-pasteurized cold. Packing bags are also pasteurized.

Clarified juice production

To obtain clear juice, the method of its clarification is used - the removal of fine particles and the improvement of the presentation. Among other benefits, clarified fruit juice quenches thirst better. Depending on the specific process conditions, as a rule, physical (straining, settling and separation or separation), biochemical (treatment with enzymes) and physicochemical (treatment with bentonite, organic or, less commonly, synthetic flocculants, such as polyethylene oxide and polyacrylamide; instantaneous heating and others) ways of clarification.

Starting a manufacturing business in the food industry is not easy, as many complex tasks must be solved in the process. But if you approach the matter with all responsibility, without missing a single detail, you can establish a highly profitable enterprise that will pay back all costs in the shortest possible time. But a novice entrepreneur should choose to release a product that is in high demand. And here we include the manufacture of juices and juice-containing drinks. And in order not to make huge investments at first, you can buy equipment for the production of medium-capacity juices by organizing a mini-workshop. Juices and nectars based on fruits and vegetables are constantly in high demand among consumers, and especially in the summer, when it's hot outside. The variability of technology, raw materials and assortment will allow an entrepreneur to organize a business in this niche, taking into account their financial capabilities and skills.

Our business valuation:

Starting investments - from 3,500,000 rubles.

Market saturation is high.

The complexity of starting a business is 8/10.

The production of natural juices in Russia, due to the demand for products, is a highly competitive niche. There are many manufacturers on the market, large and small, supplying their products to store shelves. But one should hardly be afraid of high competition, since even selling fruit and vegetable juices only on the regional market, one can make a good profit. A business in the production of fruit juices is quite real even for novice entrepreneurs - the main thing is to take into account important nuances.

Registration of the future enterprise

The business plan must necessarily contain information about the organizational form in which the entrepreneur is going to register the future enterprise. There is no way without this, because we are talking about the food industry, which requires mandatory certification of products and compliance with all norms and sanitary standards.

Not a single large store will accept fruit juices for sale from an entrepreneur who does not have any permission from supervisory authorities.

After the juice production workshop is registered, in parallel with the search for premises and the purchase of equipment, it is necessary to submit a package of documents to Rospotrebnadzor, which will later give the entrepreneur permission to conduct production activities.

Finding a production facility

The premises where the production of juices from concentrates will be located in the future can be located even outside the city. And many entrepreneurs do this - they rent a workshop in the area of ​​the city that is closer to the suppliers of raw materials, since in this case it is possible to significantly reduce the cost of purchasing all the necessary components.

As practice shows, 100-180 m 2 is enough to accommodate a plant of small capacity.

Industrial juice production should have not only a workshop with equipment installed here, but also 2 warehouses - for storing raw materials and for storing manufactured products. Also, do not forget about the sanitary rooms for staff and office space.

To obtain permission from the supervisory authorities to conduct activities, the premises must be carefully prepared for work - there must be electricity, water, sewerage, and ventilation systems installed. And this will take away a significant part of the investment from the entrepreneur, if you do not immediately rent premises with good conditions labor.

Purchase of raw materials for the production of juices

The technological process of juice production involves the use of a variety of raw materials - everything will depend on the assortment that the entrepreneur plans to release.

Each of the items is produced on the basis of juice concentrate. And depending on its quantity in the finished product, all drinks are divided into:

• natural juices (100% concentrate),
• nectars (25-75% concentrate),
• juice drinks (up to 10% concentrate).

The production of concentrated juice is the most costly of all possible directions. But such products, due to their higher market value, will bring more profit to the entrepreneur. And therefore, it is clearly not worth it to form an assortment only from cheap juice-containing drinks. The best way– to develop a line of juices from 8-15 flavors, where most of the range is represented by nectars.

Juice concentrates are not produced in Russia. This raw material is imported from Asia, Brazil and Turkey. It will be problematic for start-up entrepreneurs to establish direct contacts with foreign suppliers, since it is unprofitable for them to supply products in small batches. This means that you will have to cooperate with intermediaries.

The production of reconstituted juice, in addition to the concentrate, will require a number of other components:

• water,
• sugar,
• nutritional supplements.

Sale of juice can be carried out in different containers - glass, plastic, cardboard. And it is better to provide for the supply of Tetra Pak packaging to the enterprise. Juice packaged in this way will last longer and be better transported.

Development of juice production technology

In order to work out the recipe and production scheme, you can either buy a ready-made specification or invite an experienced technologist to cooperate. And the second option is sometimes more profitable from a financial point of view, since the finished documentation is quite expensive. And the specialist, taking into account the available equipment and the planned assortment, will select specific ingredients and a production scheme.

Technological scheme of apple juice production

Despite the fact that the production scheme may vary, depending on the specific type of product, the technology for the production of juices in general can be described as follows:

• Heating juice concentrate to a boil.
• Cooling the concentrate to room temperature.
• Addition to the purified water concentrate.
• Adding various components to the juice (vitamins, flavors, preservatives).
• Bottling of finished products.

And the production of directly squeezed juice begins with the receipt of the initial component - the concentrate. Such a scheme is rarely used at domestic enterprises, since it is not always cost-effective due to the high cost of the process and the resulting product. But if such equipment is available, it is possible to organize the production of not only natural juices, but also fruit purees within the walls of the workshop. By selling juices and purees, an entrepreneur will be able to make more profit and enter new markets.

Technical equipment of the future workshop

Juice production line

The juice production line can be of different capacity, configuration and degree of automation. And in order to get a quality product at the end, it is important to pay special attention to the choice of technological equipment, taking into account the planned range of products and the available finances.

The production of apple juice uses the following names of machines and apparatuses:

• water treatment system,
• containers for mixing components and storing the finished product,
• pasteurizer,
• homogenizer,
• juice filling machine in cardboard containers,
• washing equipment.

The line for the production of directly squeezed juices practically does not differ from other technological complexes - only a machine is added here for obtaining natural juice from whole fruits and vegetables. And such equipment costs a lot - from 500,000 rubles.

European production lines are famous for their quality - they can work continuously for a long time without failing.

The cost of the entire production line will be affected primarily by its capacity. But even in the case of machines of low or medium power (0.5-1 t/h), the price of equipment for the production of juices will be quite high - starting from 2,500,000 rubles. And there is only one way to save here - to purchase a supported line. But such transactions must be approached with great caution, since there is a high risk of buying a low-quality installation, which will soon fail.

Problems of sales of finished products

It is not difficult to open a mini juice production, it is much more difficult for an entrepreneur to look for wholesale buyers of finished products. And it is complicated by the high level of competition. Most likely, a novice businessman will have to offer his products to private stores, stalls and wholesale food warehouses. But about large networks supermarkets at first you can not even think - they prefer to cooperate with those manufacturers that have proven themselves in the market. In addition, a small production of tomato juice may not “pull” the price that the federal chains are asking for a place on the shelves of their stores.

To overcome high competition, you need not only to make your product excellent in quality, but also to distinguish it from other similar products. And here certain funds will have to be invested in marketing:

• Promotions,
• advertising (at least in local media),
• POS-materials for highlighting on the shelves of retail outlets.

Profitability of the planned enterprise

Equipment for squeezing juice and filling it into containers will begin to pay for itself as soon as all manufactured products are shipped to customers. And as practice shows, this moment can come quite quickly. And this is even taking into account the fact that investments in business are considerable:

• Registration of the enterprise - from 50,000 rubles.
• Development of recipes and development of technology - from 100,000 rubles.
• Purchase of equipment and its commissioning - from 2,500,000 rubles.
• Purchase of raw materials - from 500,000 rubles.
• Preparation of the workshop for work - from 300,000 rubles.

And it will be even more expensive to introduce direct spin into the work of the workshop. Therefore, experts advise leaving this idea until the workshop reaches the break-even point.

If the equipment for bottling juice will produce at least 0.5 t / h of finished products, up to 90 tons of finished products can be sold per month. As for the prices for nectars, everything depends on its specific type and pricing policy in the region. On average in Russia, juice is sold at a wholesale price of 20-50 rubles per liter. It turns out that by selling all the products received, even at the lowest price, you can monthly receive revenue in the amount of ≈2,000,000 rubles. And to calculate the net profit, you will need to know the amount of variable costs that will be spent every month on the production of new batches of juice.

Business plan for the enterprise for the production of juices "Vyzhato"

* Calculations use average data for Russia

1. PROJECT SUMMARY

The goal of the project is to create an enterprise for the production of natural juices (trademark "Vyzhato!"). Location of the enterprise - st. Dinskaya, Krasnodar Territory. Sales region - Southern Federal District.

Despite a slight decline in consumption in recent years, some types of juice products tend to increase in demand - fruit drinks, uzvars, etc. High-quality natural juices from regional producers are also in demand, as the consumer tends to consider such products to be of better quality and "honest". These two factors can be considered the basic prerequisite for the organization of the enterprise.

The location of production is economically beneficial, since the Krasnodar Territory is the largest supplier of fruits in Russia. Thus, the company receives a number of benefits of a logistical and economic nature. In addition, the climate of the Southern Federal District is characterized by a long warm season, which is the peak of juice consumption. This will ensure higher demand compared to other regions and a more even production load.

In the course of business planning, studies of the industry, the structure of demand, the competitive environment and other important factors were carried out. The project is effective and attractive for investment, which is confirmed by performance indicators (Table 1).

Table 1. Project performance indicators

	Name of indicator	Meaning
	Investment costs, rub.
	Payback period (PP), months
	Discounted payback period (DPP), months
	Payback, months
	Discount rate (R), %
	Net present value (NPV), rub.
	Return on investment ratio (ARR), %
	Internal rate of return (IRR), %
	Yield Index (PI)

2. DESCRIPTION OF THE INDUSTRY AND COMPANY

Consumption of juices and nectars in Russia during recent years decreases. Experts attribute this to a decrease in the solvency of the population and an increase in prices for these products. Since juice is not an essential product, the consumer is one of the first to refuse it. In addition, the decrease in consumption is associated with a shift in demand from 100% juices towards other soft drinks, in particular nectars, juice drinks, and drinking water of the middle price segment. Sales of 100% juices in 2015 fell by 16%, nectars - by 13.4%, juice drinks - by 7.9%.

According to Euromonitor International analysts, juice consumption in physical terms, which has been growing steadily since 2010, slightly decreased in 2013 (-2% compared to 2012). In 2014, the fall was already 4%, and in 2015 - 13%. In value terms, the market decline in 2015 was more than 5%. According to experts' forecasts, the decline should be expected for another 5 years.

Figure 1. Dynamics of juice production in Russia in 2010-2015, billion conventional cans

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The largest manufacturers unanimously confirm the drop in sales volumes, citing competition between brands of manufacturers specializing in juices and their own brands of retail chains, which, as a rule, have a much lower retail price as one of the market development trends.

Figure 2. Structure of soft drink consumption in Russia

Figure 3. Structure of juice consumption by tastes

The combined market share of the three largest manufacturers is just over 70% of the total market. At the same time, the distribution of shares over time practically does not change. Manufacturers acquire new productions and brands, due to which their sales increased. In 2014-2015, some production was stopped due to a drop in demand.

Since the strategy of constant updating of the line (in this case, flavors) is widespread in the FMCG segment, there appear, for example, mixtures of classic flavors with exotic ones. In addition, the trends of recent years include the spread of national drinks - fruit drink, uzvar, etc. Another trend can be considered the growing interest of consumers in natural juices, without additives, having maximum amount vitamins. To reconstituted juices consumers in recent times become increasingly negative.

Rosstat data, which the service receives by collecting official data from market participants, may not coincide with the data of analytical agencies, whose analytics are based on conducting surveys and collecting unofficial data.

Figure 4. Dynamics of financial indicators of the industry according to OKVED 15.32 in 2007-2015, thousand rubles

Figure 5. Change in industry revenue according to OKVED 15.32 in 2007-2015

Figure 6. Change in profit from industry sales according to OKVED 15.32 in 2007-2015

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Figure 7. Dynamics of industry financial ratios according to OKVED 15.32 in 2007-2015, %

As can be seen from the diagrams, the data of Rosstat have some discrepancies with the studies of independent agencies. According to Rosstat, until 2014, the industry's revenue grew steadily, showing a fall only in 2015. The change in profit from operating activities occurred in waves, reaching lows in 2011 and 2014, and in 2015 showed an increase of 22%. At the same time, the profitability of sales, according to the same data, increased by 27% in 2015. Theoretically, this may be due to an increase in retail prices for the industry's products. Gross margin and return on assets also showed good growth. At the same time, it is difficult to explain the data on the growth of absolute indicators.

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A slight increase in shipment volumes in terms of money is also explained by an increase in prices for goods. Rosstat did not provide data on shipments in physical terms.

Figure 8. Change in sales volumes in 2007-2015 according to OKVED 15.32

Figure 9. Share of regions in sales volumes according to OKVED 15.32

The enterprise is created directly under this project. It is planned to purchase equipment and place a production line on a leased area in st. Dinskaya, Krasnodar Territory. This location is beneficial from the point of view of logistics (purchase of raw materials, sale of finished products), as well as from the point of view of reducing the cost of renting production space.

Stanitsa Dinskaya is the administrative center and the largest settlement of the Dinskoy district of the Krasnodar Territory. Population - 34 848 people. One of the largest rural settlements in Russia. Distance from the city of Krasnodar - 30 km. The M4 Don federal highway runs along the western border of the village. Today, a number of enterprises are located in the village. Agriculture and enterprises for the processing of agricultural products.

Krasnodar Territory - subject Russian Federation located in the southwest of the country; is part of the Southern Federal District. The climate in most of the territory is temperate continental. In general, hot summers and mild winters are typical. In the Russian economy, the region stands out as the most important agricultural region of the country (7% of the gross agricultural output in Russia, 1st place among the regions of the country). The basis of agriculture in the region is the cultivation of grain crops and sunflower, but horticulture and viticulture are also developed, which is of great importance for the project under consideration. In addition, horticulture is also developed in neighboring regions - Rostov region and Stavropol Territory. All this allows us to state that the raw materials for the project are affordable, of high quality and competitive in price.

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It is planned to purchase a production line with a capacity of up to 8,000 l/shift (1,000 l/h). Packaging - Tetrapak 1 liter bags. Realization - wholesale, through distribution companies.

Table 2. Investment costs for the project

	NAME	AMOUNT, rub.
The property
	Production room preparation
Equipment
	Process line
	Laboratory equipment
	office equipment
Intangible assets
working capital
	working capital
	Purchase of raw materials
	Purchase of materials
	Total:	5 622 000 ₽
	Own funds:	RUB 3,500,000.00
	Required borrowings:	2 122 000 ₽
	Bid:
	Term, months:

3. DESCRIPTION OF GOODS AND SERVICES

The company produces natural (straight-pressed) fruit (apple and grape) and vegetable (tomato) juice. Raw materials are purchased from local suppliers (Krasnodar Territory - 75%, Rostov Region - 25%).

Juice is a liquid food product obtained by squeezing the edible ripe fruits of fruit or vegetable crops.

Traditionally juices are divided into three types:

Freshly squeezed - produced directly in the presence of the consumer using manual or mechanical processing of fruits or other parts of plants;

Direct extraction - made from high-quality fruits of vegetables and fruits, past the pasteurization process and poured into a special aseptic or glass container; has a relatively short shelf life - no more than 3 months;

Reconstituted - made from concentrated juice and drinking water, poured into aseptic containers.

Nectar is a liquid food product made from concentrated juice (puree), drinking water with or without the addition of natural flavoring substances of the same name. In the manufacture of nectar, the proportion of concentrated juice (puree) is at least 20-50% (depending on the fruits or vegetables used). Nectar may also contain sugar, acidifiers, fruit and vegetable pulp, and citrus fruit pulp. The content of natural juice in nectar is 25-99%.

For the convenience of accounting for canned products, which also include juices and nectars, a standard container volume was adopted - the so-called conditional can. The capacity of a conventional can is 353 cubic centimeters, and the net weight is 350 grams. To further simplify accounting, the volume of a conditional can is taken as 0.4 liters.

For production, only fresh vegetables and fruits are used, supplied directly from the manufacturer - a fresh harvest in season or a fruit and vegetable store. Raw materials are manually sorted, unsuitable fruits are sifted out.

Ready juices are packaged in 1 liter Tetrapak aseptic packaging. Shelf life for all types - 3 months from the date of manufacture. In open form - no more than 3 days at a temperature not higher than +20 ° C. For production, only high-quality drinking water, which has undergone special training, white sugar is used. The nomenclature is presented in Table. 3.

Table 3. The nomenclature of the enterprise and the main characteristics

The packaging design is developed by the KreativIM design bureau (Moscow) taking into account modern trends. Basic design requirements:

modern style

attracting attention (difference from analogues on the supermarket shelf)

reflection of the regional origin of the product

4. SALES AND MARKETING

The main distribution channel (70% of the volume) is distribution companies. The rest is direct sales to large retail chains. The average markup is the same in both cases (Table 4). The retail price is not fixed by the manufacturer, but the manufacturer offers a recommended retail price.

Table 4. Nomenclature and prices

Sales organization is carried out by sales representatives who conduct direct negotiations with distributors and retail chains. At the initial stage, the main emphasis is on establishing relationships with distribution companies in order to delegate to them a significant part of the market processing work.

Products are positioned in the middle price segment. The main target audience is men and women aged 3-50. According to statistics, per capita juice consumption in the Southern Federal District is 57%. Average annual juice consumption in Russia is 16 l/person. Thus, the market volume is:

Potential. The population of the SFD is 16.4 million people; of them aged 3-50 years - 76% or 12.5 million people; this is 199.4 million liters of juice per year or 16.6 million liters per month.

Actual. In the overall structure of juice consumption, the range of the enterprise accounts for about 30% of the total volume (of which 24% are apple juices). In addition, at least 60% of the population prefers to buy juices of well-known brands. Thus, the actual volume is 1.5 million people. or 24 million liters per year (2 million liters per month).

Accessible. Given the significant actual market size, the available volume should be based on the capacity of the production line. Its productivity is 1,000 l/hour (8,000 l/shift or 176,000 l/month).

Table 5. Planned sales volumes

The following channels are used for promotion:

BTL materials at retail points of sale

own website

SMM (vk.com, ok.ru, fb.com, Instagram)

banners and billboards in the largest cities of the Southern Federal District (starting stage)

promotions in stores

Media plan and advertising budget are given in App. 1 (data are given for the first 2 years of the project implementation, since the planning of subsequent years is similar to the second year). The media plan is drawn up taking into account the seasonality of demand, while the advertising budget in some months exceeds 100,000 rubles, in some months it is significantly lower than this amount. On average, the monthly budget is 85,000 rubles / month. With the planned average monthly advertising budget at 100,000 rubles. the rest of the amount can be spent on unforeseen needs, or directed to cover other items of expenses, or considered as additional profit of the enterprise.

Today, there are direct and indirect competitors in the regional market. The indirect ones, first of all, include large federal companies producing reconstituted juices. As a rule, they have established distribution channels, strong financial support, and have the best shelves in the largest retail chains. Since the project is located in a relatively narrow niche - natural juices of direct extraction - there will be no direct competition with companies of this kind.

Direct competitors and basic information about them is presented in Table. 6. The quality of organoleptic properties and the breadth of the nomenclature (in terms of tastes and packaging formats) are evaluated on a 10-point scale, where 1 is the minimum (worst value).

Table 6. Direct competitors

	Name	Market share	Organoleptic properties	Nomenclature	Key Competitor
	Grandfather's Garden
	Fruits of Kuban
	healthy juices
	The Bird of Happiness
	Summer in the Kuban
	bright life

With regard to key competitors, a strategy is provided to protect its market share. With regard to non-key ones, the strategy is to attract their customers, primarily from competitors with low organoleptic properties.

5. PRODUCTION PLAN

Production is located in St. Dinskaya, Krasnodar Territory, on a rented area. The territory has convenient access roads. The building has premises for the storage of raw materials, finished products, as well as a production facility in which a production line is installed. The total area of ​​the premises is 200 m2.

The equipment is purchased new, Russian-made. Preparatory work is carried out in the room to bring it in line with sanitary and hygienic standards. Delivery and installation of equipment is included in its price and is organized by the supplier. After installation, commissioning and training of personnel by a specialist from the supplier company is carried out. Also, a contract for post-warranty service is concluded with the supplier (warranty - 3 years).

Raw material suppliers are located in Krasnodar Territory and the Rostov region, delivery is organized by the supplier. Raw materials go through the stage of manual sorting. The share of defective raw materials is expected to be at the level of 4% of the total volume. If this indicator is systematically exceeded by more than 2%, a decision is made to search for a new supplier. Raw material warehouse turnover period – no more than 4 days. The cost of raw materials per 1 liter of finished products are given in Table. 7.

Table 7. The cost of raw materials and materials per 1 liter of finished products

Waste is sold to farms for poultry feed and compost. The volume of refundable funds is taken into account in the variable costs per unit of production.

Finished products are packed in boxes of 12 bags each and placed in the finished product warehouse. The turnover of the warehouse of finished products is no more than 7 days. Delivery of products to the place of sale is carried out with the involvement of a transport company or private carriers (as agreed with the client).

A detailed production plan is given in App. 2.

6. ORGANIZATIONAL PLAN

An individual entrepreneur was chosen as the legal form for the implementation of the project. Taxation system - USN (income-expense).

The project team. The main managerial functions are performed by the entrepreneur: management, planning, sales management, financial management, marketing, etc. To do this, the entrepreneur has all the necessary knowledge and skills, has experience in entrepreneurial activity.

One of the key figures of the project is the production technologist, since the quality (and its stability) determines the reputation of “Squeezed!”, As well as the level of demand. Since there are a large number of food enterprises in the region, including the production of soft drinks, it is not difficult to find a qualified specialist. Main requirement: at least 5 years of experience in a similar position in a similar production.

Serious requirements are also imposed on sales representatives, since the development of the company depends on the quality of their work, which is especially critical at the first stages of the project. Requirements for candidates: the presence of a car (business trips in the Southern Federal District), work experience in a similar position for at least 3 years, experience in negotiating at the level of top officials, possession of strategic sales skills.

The staffing and wage fund are given in Table. eight.

Table 8. Staffing and payroll

	Position	Salary, rub.	Quantity, pers.	FOT, rub.
Administrative
	Accountant
Industrial
	Sorters
	line operator
	Technologist
Trade
	Sales Manager
	Sales Representative
	SMM manager
Auxiliary
	Storekeeper
	Total:			RUB 445,000.00
	Social Security contributions:			$133,500.00
	Total with deductions:			$578,500.00

Stages of project implementation.

Preparing office and industrial premises(2 weeks)

Selection and hiring of personnel (in parallel with the preparation of office space, 3 weeks)

Purchase of equipment, its delivery and installation (2 weeks)

Equipment setup and operator training (1 week)

Search and involvement of distributors for cooperation (after the release of prototypes)

Mass production

7. FINANCIAL PLAN

The financial plan is designed for a five-year perspective and takes into account all the income and expenses of the enterprise. The income of the enterprise includes only the proceeds from operating activities, since no investment or sale of fixed assets, etc. is expected within five years.

Investment costs for the project are given in Table. 2. These include the cost of preparing the premises, purchasing equipment, and launching an advertising campaign. A special item is the cost of the initial purchase of raw materials (35,000 liters, approximately 1.5 months of work); in the future, the purchase of raw materials will be carried out at the expense of the enterprise's own funds. It also provides for the creation of a working capital fund to cover their deficit until the payback is reached; the size of the fund is 750,000 rubles. With a total investment cost of 5.62 million rubles, the entrepreneur's own funds amount to 3.5 million. The missing amount is supposed to be attracted in the form of a bank loan for a period of 60 months. at 18% per annum. The loan is repaid by annuity payments, credit holidays are 3 months.

The structure of variable costs is shown in Table. 5 and Tab. 7. These include raw materials and materials for the production of products, as well as the cost of electricity and water consumed by production.

Fixed costs are given in Table. 9. Fixed costs include depreciation of fixed assets and intangible assets. Depreciation is calculated using the straight-line method over the life of property, plant and equipment of 5 years.

Table 9. Fixed costs of the project

Personnel costs (wage fund with deductions) amount to 578,500 rubles per month. (Table 8).

A detailed financial plan is given in App. 3.

8. PERFORMANCE INDICATORS

Evaluation of the effectiveness of the project is carried out on the basis of simple and integral indicators. The main performance indicators are given in Table. one.

Cash flow discounting is used to account for changes in the value of investments over time. The accepted discount rate is 5.5%, which reflects the non-innovative nature of production. The technology and the product are widely known in the market.

Simple (PP) and discounted (DPP) payback period of the project is 8 months. Net present value (NPV) is RUB 5.4 million. This is a high indicator reflecting the real efficiency of the project. Internal rate of return (IRR) - 11.82%. Profitability Index (PI) – 1.14 > 1.0. All these indicators testify to the effectiveness and high investment attractiveness of the project.

9. RISKS AND WARRANTY

Identification of possible risks and their assessment is an important factor in the formation of a project development strategy. The risk assessment considers the following:

economic, political, demographic, social and other factors

threats from competitors

internal problems of the enterprise

Table 10. Project risks and measures to prevent them (5-point scale)

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№	Risk	Probability of occurrence	Criticality of consequences	Prevention and elimination strategy
	The fall in effective demand against the backdrop of the crisis			Displacement of competitors, including price Reducing the cost of production by reducing the cost of rent, advertising With a positive trend in demand - an active image advertising campaign
	fruit crop failure			Create a supplier pool, avoid dependency on anchors Monitoring of imported raw materials, development of backup options
	Changing taste preferences of the population			Using positioning "made in Kuban"
	Entering the market of new players			Active brand promotion and building consumer loyalty Formation within the enterprise of conditions for a possible price struggle
	Problems with production technology, quality instability, poor product quality

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