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Peru`s Aje Group: Successfully Competing with the Global Cola Giants? |
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INTRODUCTION |
| In May 2019, Peru-based multinational beverage company AJE Group (Aje) launched 100% natural drinks – with no preservatives or sugar – made with Amazonian fruits, under its brand BIO. The fruits used in the production of the drinks were derived from the various natural reserves of Peru through an agreement with the Ministry of the Environment, Peru. Through its new product, Aje intended to assist in the conservation of the Peruvian jungles and the knowledge base of its indigenous peoples, apart from creating awareness about the fruits...
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