This research has the objective of analyzing how is the retailer’s buying process for ready-to-drink orange juices and identifying characteristics of decision-makers. Comments regarding to new product development, brands, private labels, negotiations, and point of sales promotions were discussed with the results of interviews done with buying Directors of retailers. In search of better prices, buyers are not considering important concepts for long-term relationships. The article also analyzed how new information technology and supply chain concepts are being used, as for instance ECR - Efficient Consumer Response.