Nowadays, around 80% soursop produced in Indonesia is allocated for industrial-level customers (manufacturers), who use the fruit to produce drinks, canned soursop, soursop extract, and value-added soursop, while the remaining 20% is distributed as fresh fruits for direct consumption by the end consumers. The high share of soursop sold in B2B setting is driven by the shift in the preference by the national consumers to consume this fruit in the processed form, rather than its original form, as this fruit has a rather short shelf life and not really practical to consume. The availability of processed soursop in the aforementioned forms has been able to provide the consumers with a more practical option to enjoy this fruit and also having soursop products with relatively longer shelflife.