Why supermarket prices really became sky high in the UK

Meanwhile, in a parallel to the worldwide trend in reducing sugar content, some producers are examining different ways of sweetening their products.

In a consumer-led study in Holland earlier this year, companies like Danone found that adding vanilla was an attractive alternative – it significantly lifted overall taste satisfaction.

At the Basildon factory, the peak of the crisis led to a serious rethink of the firm’s sourcing strategy. It had to be creative – they started to look further east overseas.

Thus, the first batch of oranges from Israeli kibbutzim have now arrived, part of a pioneering import which may turn into a fulfilment of Maxim’s grandfather’s ambition, only this time in the other direction.

Optimism remains his distinctive trait. The firm will plant its flag near the port of Ashkelon in Israel.

Maxim says: “I remember when a military coup happened in Brazil a number of years ago that there were big market challenges but everyone adapted. “

“I reckon prices will stabilise and decrease in the next year or so.”

Philip Coverdale, the industry expert, believes that citrus greening is setting off a chain of events that might change the whole industry in the long-term.

Some of the key concerns are sustainability and price. World thirst for orange juice is growing but not at the current price.

Yet the industry is facing severe competition from other fruit juices, namely apple, pineapple and cranberry, which have shown continuous growth in demand thanks to the functional properties, especially health benefits, typically associated with them.