California Natural Color

JPA Member Spotlight: California Natural Color

Each month, JPA staff interviews a JPA member for the JPA Monthly Bulletin called the JPA Member Spotlight. The Spotlight showcases a JPA member who is interested in sharing their JPA experiences and involvement, as well as challenges and highlights of the juice industry. This month, JPA Regular Member California Natural Color of Fresno, CA represented by Customer Service/Sales Manager, Alice Conley, is in the JPA Member Spotlight.

How long has your company been a member of the Juice Products Association (JPA)?

California Natural Color (Cal Color) has been a member of JPA since 1999. We were previously known as San Joaquin Valley Concentrates (SJVC) and changed our name to Cal Color on July 4, 2018.

How has JPA membership been of value to your organization?

JPA has served us in many different facets such as providing technical guidance, keeping us current in regulatory and trade, connecting members with similar interests on projects, etc.

What do you appreciate most about being involved with JPA?

The power of a collective voice that JPA represents to their members is very important. No member is ever alone in facing any challenge.

What do you like most about working in the juice industry?

Working with a product that is available across the world.

What are some of the challenges that your organization is currently facing and/or any new initiatives/opportunities that you are pursuing?

We are focused on producing natural colors from fruits and vegetables that are available in both liquid and a unique crystal format. Our colors are natural and have nothing added. Our juice concentrates are also natural with no additives.

What’s your favorite tip for someone in the juice products industry?

100% juices are made of fruits or vegetables or a blend of both. The ingredient list can’t be more simple.

Anything else you would like to add?

2019 marks my 27th year working in the juice industry. I’m very fortunate to be able to work with a fantastic group of people in this industry, most of whom I meet regularly at JPA events. I can almost certainly find answers to my questions from someone at JPA, but friendships with the members are what I cherish the most. On behalf of everyone at Cal Color, we are sincerely grateful for our relationship with JPA.