Ginger has always been a staple in Chinese cooking. But, these days, you find it in many drinks, like tea, blends, shots, and even beer. Its spicy kick means it has also even been deemed an alternative to alcohol. It is now available in liquor stores in beautifully designed bottles and is priced similarly to spirits. Now Organic does not consider "added value" as the most important thing about its products. They prefer keeping things pure.
Lars and Hans Verteegh from NOW Organic
No added sugar or spices
"People often use sugar or other spices to soften ginger's spicy flavor. We deliberating don't do that. Customers can choose what to do with our product," says Hans Versteegh. "Pure ginger juice is the user-friendly replacement for fresh ginger and can be used in many ways: a dash of ginger juice in tea or mixed with cold (sparkling) water, fruit juices, smoothies, and multivitamin drinks. Or as a pure shot."
"We're getting requests from all over the world, from Lapland to Croatia, and via air freight to New Zealand. We can service our global customers from our warehouse in the Netherlands. We have fresh ginger to press yourself, frozen cut cubes, purees, and juices." Now Organic also markets its products online to consumers, food service, and the hospitality industry under its own brand, Go Now. These are consumer packs of 200ml or 750ml bottles of ginger and turmeric juice.
Ready to Mix & Ready to Drink
Some people spend as much as €800 annually online on Go Now products. For them, Now Organic has developed a line with Ready to Mix and Ready to Drink products. These are juices and shots, which can also be easily used in food service. Ready to Mix buyers can add flavors themselves. The Ready to Drink line is mixed with organic mandarin juice, which the company, itself, grows and juices.
The third Go Now product is turmeric juice. Hans: "Turmeric is becoming extremely popular. It has long been used as a flavoring in dishes such as curries, but demand is noticeably increasing. Not many people know turmeric as a juice. It's more common as a powder or capsule as a dietary supplement. Turmeric juice, like ginger juice, can be mixed with anything. It gives a surprising, slightly bitter taste. It's also quite healthy."
Control over everything
Now Organic controls the entire chain for all its products. Rob van Baal is responsible for cultivation in China and Hans for juicing and bottling in the Netherlands. "This makes us unique in the market. Traceability, organic quality, and guaranteed availability are important in the organic market and for customers who want fixed programs," Hans concludes.
Now Organic/Go Now