60-second start-up: JUNA

0-5 seconds: Sum your business up in a sentence

JUNA opens a whole new world of flavours to consumers.

5-10 seconds: What's the business model?

We're building a successful supply chain between small farmers and their families in rural Colombia and the high street in Europe.

Juna means 'parcel of land' in Sáliba, one of over 60 native languages still spoken in Colombia today. For thousands of small farmers in Colombia their juna represents their home, their physical and spiritual link to nature and their primary source of subsistence and economic independence.

10-15 seconds: Who are your competitors?

We compete with makers of smoothies and fresh juices that are delicious, natural, healthy and sustainable. However, there is no comparable lulo or guanábana drink on the market; we have a clear differentiator because we offer flavours that are totally unique.

15-20 seconds: What's your USP?

The new fruits we offer - lulo, guanábana and mora - but also the supply chain we have built between Colombia and Europe.

We seek to make a positive impact on the communities growing the fruits for our products, opening new markets for small farmers and their families in Colombia.  From each bottle sold 5p will go towards the JUNA Project, designed to strengthen fruit grower associations in remote areas of the country.

20-25 seconds: How have you funded it so far?

For the first steps we used our savings. Then we had to look elsewhere and we have found a healthy combination of a small business loan and private investors who believe in the product, the concept and the people.

25-30 seconds: What were you doing before?

I was advising companies and industry associations on EU trade policy and food regulation. Related to JUNA in theory but very little in practice.

30-35 seconds: Where did the idea come from?

I travelled to Colombia for the first time in 2001 to visit my Colombian girlfriend (now wife). One of the things that has always fascinated me most about Colombia is the delicious fruits of the Andes. Why should Europeans be deprived of these flavours?

35-40 seconds: What's the smartest thing you've done so far?

Having complete faith in excellent colleagues.

40-45 seconds: What's the stupidest?

Not taking a year long holiday before starting JUNA.

45-50 seconds: If your business was a biscuit, what would it be?

The one nobody had tried before and now everybody talks about.

50-55 seconds: Which idea are you a bit jealous of?

Reserving random domain names before the internet became massive and then making lots of money by selling them.

55-60 seconds: Where are you going to be in 12 months' time?

In at least three or four national markets in Europe.

For more information about JUNA click here, www.junafruits.com

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