TRADE WINDS Citrus Limited, makers of Tru-Juice and Freshh juices and drinks has acquired the rights to manufacture and distribute the Wakefield line of juices as of July 1. Wakefield Industries Limited ceased to operate its juice business on June 30.
This acquisition forms part of Trade Winds Citrus' three-fold, $1.3-billion growth programme which includes investment in agriculture and the construction of more than 200,000 additional square feet of cold storage and production space, the company stated in a release.
"Globalisation is a reality of business today," Peter McConnell, Trade Winds managing director, said. "We are aware of this and are preparing to embrace it. Therefore, by consolidating our business lines, expanding our interests and acquiring the necessary certifications, we are preparing to meet the challenges ahead while putting 'Brand Jamaica' forward."
Trade Winds Citrus recently developed and brought to market its Vitalizer vegetable juice product to explore this market which has been developed by imported brands such as V8.
EVEN WIDER COVERAGE
Acquiring Wakefield will help the
company cover an even wider product range, giving more versatility and affordability for the various lines of juice products that Trade Winds Citrus Ltd. manufactures.
"There is without a doubt, a demand for products with the distinctive flavour of Jamaica," Mr. McConnell said. "We use this opportunity to position ourselves to fill that demand."
The acquisition is expected to help Trade Winds Citrus Limited meet the demand of distributors throughout Europe, Canada, North America, CARICOM countries and in Jamaica.
"We have found that there are different tiers of consumers," stated Nicola Bicknell, sales and marketing director. "Our goal is finding ways to satisfy all of them. The average consumer's grocery budget is a great concern, particularly with rising inflation which has affected us all. The amount of money that once purchased necessary items and an occasional luxury item is not stretching like it used to."
Assurances have been given by the management of Wakefield Industries Limited that they will fulfil their legal obligations in regard to staff emoluments and Trade Winds Citrus Limited will endeavour to engage such persons where possible.
