Marjapuu OÜ

What Marjapuu OÜ does

Marjapuu OÜ is an Estonian private limited company (OÜ) registered in 2017, operating a juice production facility on the Jänesmäe family farm in Pihva village, 6 km from Tartu. The business operates a dual model: a B2C/B2B toll-pressing service in which customers bring their own apples, berries, or vegetables to be washed, crushed, pasteurized, and packaged, and a direct-sales channel for finished products under the Marjapuu brand. Finished SKUs include pasteurized apple juice, apple-aronia, and apple-carrot juices sold in 3-liter bag-in-box packaging, plus seasonal raw apple juice and organic Liivika apples from the company's own 4-hectare orchard (1,200+ trees planted in 2020).

The technology stack is conventional industrial food processing: a Voran EBP 420 belt press with sorting table delivering 600 liters per hour of throughput, hot-fill pasteurization at 78-85°C delivering a 2-year sealed shelf life, and bag-in-box packaging with butterfly tap that preserves product for 3 months after opening. The 2024 installation of a new Voran line and a container lifting device, co-financed by LEADER Measure 1.1, is the most recent substantial capex event. Raw juice processing is priced at €1.00/liter into the customer's own container; pasteurized bag-in-box juices range from €4.50 to €9.00 per 3-liter unit; organic apples retail at €2.50/kg.

Commercially, Marjapuu serves two primary segments: local garden owners seeking to preserve their own harvest into long-life juice, and direct retail buyers of organic products in the Tartu area. Distribution is exclusively local — direct from farm, with free delivery within Tartu county for orders of five or more juice bags and free delivery in Tartu city for orders of 10kg or more of organic apples. The company has no e-commerce storefront beyond an informational website, no social media presence, and no third-party retail or distributor relationships. Headcount is 1-10, and the company is family-owned with no disclosed institutional investors.

Name

Marjapuu OÜ

Legal name

Marjapuu OÜ

Website

https://marjapuu.ee

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Marjapuu OÜ is an Estonian family-owned juice producer in Tartu that offers toll-pressing services for home growers and sells organic apple juice, apple-aronia, and apple-carrot juices in 3L bag-in-box packaging from its own 4-hectare orchard.

Ownership category

akta.pro rank

Product category

Fruit Juice Production

NAICS

Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Food Manufacturing (311), Fruit and Vegetable Canning, Pickling, and Drying (31142)

SIC

Beverages (2080), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Juice & Nectar Production (Including Juice Drinks) (AFAFABAC)

akta.pro secondary industries

Fresh Fruit & Vegetable Juices & Juice Blends (Cold-Pressed, NFC, From Concentrate) (AFAKAFAB), Canned & Jarred Fruit & Vegetable Processing (Canning, Bottling) (AFAKAFAH)

Keywords

• Custom juice pressing
• Organic apple juice
• Fruit juice production
• Toll processing service
• Bag-in-box packaging

Headquarters

HQ city

Tartu

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Others, Marketing or Sales

Revenue model

1. Juice Pressing Service (Toll Processing): Custom juice production service where customers bring their own raw materials (apples, berries, vegetables) and Marjapuu processes them into juice. The service includes washing, pressing, pasteurization, and packaging. Customers pay per liter for processing plus packaging fees. Minimum order is 100kg of raw material with a 40 EUR minimum invoice.
2. Finished Product Sales: Sale of packaged juices (apple juice, apple-aronia, apple-carrot) in 3L bag-in-box format, along with seasonal organic apples. Products are sold directly from the farm and delivered within Tartu county.
3. Organic Apple Sales: Sale of organic apples from their own 4-hectare organic orchard, including the Liivika variety at 2.50 EUR/kg. Free delivery in Tartu city for orders of 10kg or more.

Pricing tiers

Distribution channels2 records

Marketing channels2 records

Core offering

Marjapuu OÜ operates a juice production facility that processes customers' raw fruits and vegetables (apples, berries, carrots, etc.) into pasteurized packaged juice on a toll-processing basis, and additionally sells its own branded organic juices (apple, apple-aronia, apple-carrot) and seasonal organic apples from a 4-hectare on-site orchard. Services include washing, pressing at 600 liters/hour, hot-fill pasteurization at 78-85°C, and packaging in 3-liter bag-in-box or standing foil formats, with finished products sold directly from the farm and delivered within Tartu county.

Product overview

Marjapuu OÜ is an Estonian family-owned juice production company offering a combined product portfolio and service model. The core offering consists of juice pressing services for customers who bring their own raw materials (apples, berries, vegetables), as well as proprietary branded juices produced from their own 4-hectare organic apple orchard planted in 2020. Their product line includes pasteurized apple juice, apple-aronia juice, and apple-carrot juice packaged in 3-liter bag-in-box containers, along with seasonal raw apple juice. The company operates a production facility equipped with Voran EBP 420 belt press (600 L/hour capacity) and pasteurization equipment, funded in part by LEADER programme support. Services include raw material processing, pasteurization, and various packaging options (bag-in-box, standing foil packaging, cardboard boxes).

Differentiator

Problem solved

Functional benefit

Products and services

• Juice Pressing Service (Toll Processing) Toll-processing service in which Marjapuu washes, presses, pasteurizes, and packages customers' own raw materials (apples, berries, vegetables) into juice using Voran equipment at 600 liters/hour. Priced at 1.00 EUR per liter plus packaging fees; minimum 100 kg raw material and EUR 40 invoice.
• Pasteurized Apple Juice (3L bag-in-box) Own-brand pasteurized apple juice packaged in 3-liter bag-in-box with butterfly tap. 2-year shelf life sealed at 0-18°C; 3 months after opening refrigerated. Priced at 7.00 EUR (8.00 EUR with cardboard box).
• Apple-Aronia Juice (3L) Pasteurized apple-aronia juice blend in 3-liter bag-in-box packaging, priced at 8.00 EUR per unit.
• Apple-Carrot Juice (3L) Pasteurized apple-carrot juice blend in 3-liter packaging, priced at 9.00 EUR per unit.
• Raw Apple Juice (seasonal) Fresh, unpasteurized apple juice sold directly during harvest season at 1.40 EUR per liter.
• Organic Liivika Apples Organic Liivika variety apples harvested from the company's own 4-hectare orchard, sold at 2.50 EUR per kg with free delivery in Tartu city for orders of 10 kg or more.
• Juice Pasteurization Service Standalone hot-fill pasteurization service that destroys bacteria, yeast, and other organisms through heat treatment at 78-85°C, delivering a 2-year shelf life in sealed packaging and 3 months after opening in bag-in-box.

Quantifiable outcome

• 2 glasses (400ml) of natural apple juice daily covers nearly half of daily vitamin C requirement
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• VorancoreTechnology or IntegrationVoran is the equipment manufacturer for the juice processing machinery. Marjapuu uses Voran devices for washing and crushing fruits, with a production capacity of 600 liters per hour. In 2024, Marjapuu purchased a Voran EBP 420 belt press with sorting table using LEADER funding.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Regional players

• Cido Grupa: Latvian juice, nectar, and beverage producer serving Baltic retail markets. Direct product overlap with Marjapuu's pasteurized fruit juices, but operates at much larger scale across multiple countries and SKU formats; relevant regional benchmark for category positioning in the Baltic states.

Broad incumbents

• Põltsamaa Felix: Estonian food and beverage manufacturer (part of Orkla Foods) producing juices, jams, preserves, and canned vegetables under the Felix brand. Broad incumbent overlap with Marjapuu in shelf-stable fruit-based products but operates nationally at industrial scale with full retail distribution, whereas Marjapuu is a hyper-local craft operator.
• Rauch Fruchtsäfte: Austrian family-owned juice and beverage company producing branded fruit juices, iced teas, and private-label products across Europe and beyond. Comparable family-owned heritage and direct-to-consumer juice focus, but at international scale with extensive retail distribution.
• Eckes-Granini: European juice leader (parent of Pago, hohes C, Joker, and others) producing branded fruit juices across multiple European markets. Broad incumbent providing category benchmarks on product development, retail distribution, and scale economics relevant to Marjapuu's potential expansion ambitions.
• A. Le Coq: Estonian beverage conglomerate producing soft drinks, juices, water, and beer under multiple brands. Broad incumbent overlap on the juice/soft-drink side, with deep Estonian retail penetration that Marjapuu lacks; useful comparison for beverage production scale and channel development in Estonia.
• Pago International: Austrian premium fruit juice brand owned by Eckes-Granini, focused on 100% fruit juices with strong regional European distribution. Comparable product positioning around premium, single-flavor fruit juices, but at much larger scale and broader geographic reach than Marjapuu.

Direct peers

• Voelkel: German family-owned organic juice producer specializing in cold-pressed fruit and vegetable juices from controlled organic farming. Closest comparable in positioning (organic, family-owned, fruit/vegetable juice focus, premium natural positioning), though at significantly larger scale with broader distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Marjapuu OÜ