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Crisis born opportunities. The Brazilian orange juice - read Cutrale, Louis Dreyfus and Citrosuco / Citrovita fruit juicers - is taking the saying seriously to seek alternatives to reverse the constant drops beverage fruit juicers consumption worldwide. Therefore, studying fruit juicers the creation of a consortium of government, orange growers and juice processors to design the first brand of Brazilian orange juice 100% natural to supply the domestic market. The idea is to get in early for the drink tax exemption, it will have the most competitive price against multinational nectars consisting of juice, water and sugar. "It will boost the competitiveness of the market fruit juicers and improve the quality of the drinks. Whoever wants to sell something fruit juicers natural, will be able to buy our industries," explains Christian Lohbauer, president of the Brazilian Association of Citrus Exporters (CitrusBR). Under the proposal, would require fruit juicers investments of U.S. $ 20 million annually for five years in marketing to strengthen the brand genuinely Brazilian. The proposal is under discussion and may give a breather to the industry to take 150,000 tons of orange stocks per year. "We have already presented the idea to the government, BNDES and want to take it to the producers, which are fundamental in the process," says Lohbauer. According to the executive, enable this dialogue fruit juicers through Consecitrus is critical. It is precisely in Consecitrus which is one of the barriers in the industry. The organization, created earlier this year, was born with the aim of establishing a dialogue between the chain links to get more balanced prices for orange. But the Brazilian Association of Citrus (Associtrus) and the Federation of Agriculture of the State of São Paulo (Faesp) - ended up leaving the negotiating table even before the creation of the statute, by disagreements. Last month, the authorities have filed contesting the Consecitrus, honored by the Council for Economic Defense (Cade), which is stalling the talks. Lohbauer explains fruit juicers that mainly affect the producer, who sees his orange fall and rot, while lawsuits delayed the search for solutions. fruit juicers "We can not have a dialogue with the producer of Brazilian orange, fruit juicers which is a loner. Who speaks for them are Jurassic entities because the producer does not take forward and represents," he says. According Lohbauer, the industry has problems too old and what else ails is that the situation is not improving. For him to try to block the search for solutions, entities fruit juicers worsen fruit juicers the scenario. "The result will be one who can save it. This is so obvious, it is frightening fruit juicers that staff leave the thing as it is," fruit juicers he says. If feasible, the project of building a brand itself will alleviate fruit juicers problematic situation for which passes the Brazilian fruit juicers citrus. According Lohbauer this year, 40 million boxes of feet fell and were lost, thanks to constant declines fruit juicers in world consumption of juice, added to rising stocks of the drink, which has hit the 600 thousand tons. "If nothing is done fast, next year, producers may embitter further losses," he warns. On another front to fight the crisis, a study of the 10 countries that buy Brazilian juice is identifying the reasons why the consumption of the beverage ca