The effect of COVID-19 pandemic on the fruit juice industry: Insights from Türkiye

The COVID-19 pandemic has caused major problems in many areas of the world and has deeply affected many sectors and industries. The food and beverage industry is one of the industries that has been severely affected by the COVID-19 pandemic. This study aims to explore the impact of the pandemic on the Turkish fruit juice industry and the attitudes and behaviors of companies. In addition, the study seeks to identify the changes in the industry caused by the pandemic and discuss its long-term effects. The material used for the study consists of the data obtained from the surveys conducted among the companies producing fruit juices in T & uuml;rkiye. The results show that the pandemic had a significant impact on companies' logistics activities, while supply activities were moderately affected. However, the effects of the pandemic on exports, sales, production, total profit, and R&D activities were comparatively limited. When comparing the pre-pandemic period with the first year of the COVID-19 pandemic, it was observed that some companies in the industry experienced declines in production, sales, exports, and overall profit, whereas others experienced increases in these metrics. These variations were not associated with company size or length of operation, suggesting that the impact of the pandemic on individual companies was unique. Interestingly, some companies reported positive effects from the pandemic, such as increased demand for certain products, new export markets, improved food safety practices, new suppliers and improved crisis management skills. However, the fruit juice industry in T & uuml;rkiye was found to be vulnerable in the areas of logistics and supply chain management. The study suggests that companies should strengthen supply chain management, improve stock management, and create online marketing plans to reduce potential problems in future crises. Additionally, it contributes to the development of strategies to mitigate the impact of future pandemics or bottlenecks that may emerge in the future, thereby promoting the efficiency and sustainability of the fruit juice industry as a whole.