Monique Hepburn, News Editor
Andrew Morales, managing director of the Montego Bay-based Jamaica Way Limited, distributor of Slenderella food drink, says the product has a high nutritional value. - HERBERT MCKENIS/FREELANCE PHOTOGRAPHER
WESTERN BUREAU:
SLENDERELLA, THE latest food drink offering from western Jamaica, is about to be pushed beyond its regional market.
The brainchild of Leopold Mitchell and Andrew Morales, it is made by West Best Foods Limited, one of the largest agri-processors in Western Jamaica. The two met after Mr. Morales purchased the product at a retail outlet and decided to partner with Mr. Mitchell, its creator, to refine its production process and packaging.
"I tried the product and decided to promote it," said Mr. Morales, chairman and managing director of West Best Foods. "We went to work as a team and made Slenderella what it is today."
ALWAYS LOOKING FOR GOOD IDEAS
Many people have good ideas but lack the means of implementing them, Mr. Morales said. As an agricultural processor, on the other hand, he is always looking for good ideas that can be marketed.
"Bunny Mitchell is a man who would always think of creating various products," he said.
As well, the advent of Slenderella is an impetus for local farmers to begin to plant more fruits and vegetables for the agri-processing sector.
The drink comes in combinations of soya with either Irish Moss or carrots and peanuts.
"With this kind of thrust, local farmers can produce more local fruits and they will realise that processors are getting more serious," he said.
David Watkin, managing director of Jamaica Way Limited, a Montego Bay-based distributor, is already selling the product in Mandeville, Montego Bay, Santa Cruz, Browns Town and Green Island. He is confident that the product will continue to do well.
"I am excited about the fact that Slenderella is a healthy alternative to the numerous sugary products on the market," said Mr. Watkin. The product is soy based, low in sugar and preservatives and is cholesterol-free so it appeals to people who care about their health.
"Fortunately for us, people are buying Jamaican," Mr. Watkin said. His company is expanding the domestic market and is now poised to enter the New York market.
