WOW, Tru-Juice is tops at Expo!

The makers of Tru-Juice, Trade Winds Citrus, won the WOW award for its booth for the third time at Expo Jamaica 2010 held at the National Arena last weekend. Previously, the company won the Buy Jamaican Spirit award and WOW award in 2006 and 2008.

The booth resulted from the collaborative efforts of Kim Lee, the company's head of marketing; Main Events and IPrint Digital. It boasted a 360 view of farm-fresh orange juice from the groves to the bottle, which included a showcase of the seeds, plants, fruit and juice.

The company used the expo to drive awareness around its 'No Sugar Added' campaign and has received rave reviews for its display. According to the Jamaica Manufacturers' Association (JMA), the WOW award is given to the booth that most captures the imagination of visitors, creates an impact and has a well presented product display.

Deserved award

Omar Azan, the head of the JMA, said that the company deserved the award as the booth was eye-catching.

"Trade Winds Citrus stood out at Expo Jamaica 2010, capturing the imagination of visitors and creating a lasting impact from the growing of the fruits in the orchard to the finished products, earning them the 'Wow Factor'," Azan commented.

Lee said that it was an honour to be considered for such an award.

"Everyone at Tru-Juice is elated that the company won this award. It definitely speaks to the effort that was put into the creation of the booth and display," Mrs Lee said.

"We are quite pleased with how the booth turned out and the impact it has had on the public," she added.

Impressed

Minister of Agriculture Dr Christopher Tufton, who visited the booth, said that he was quite impressed with the structure and design.

"The Tru-Juice booth as we all saw was well designed but most importantly the booth uniquely highlighted the value chain between farming and agro-processing. Tru-Juice manages its whole process all the way to branding which is commendable," the Minister said.

The Tru-Juice No Sugar Added 100 per cent Juice portfolio is the only such product that has been recommended by the Medical Association of Jamaica for the past six years.

Peter McConnell, managing director of Trade Winds Citrus, said the campaign raises awareness around the juice line, reacquaints new consumers to the No Sugar Added option and revitalises the brand.

"Tru-Juice gives it to you straight, from the fruit to the bottle, and satisfies the needs of the health conscious. It is 100 per cent juice," McConnell said.