Jamaica Citrus Growers Launch Evolution in Juice Packaging

13/07/07 Packaging innovation over the last few years in Jamaica in the form of the plastic bottle has developed a juice market that is dominated by fresh products. Now, a forward thinking company and market leader has identified a package to create the next evolution in fresh premium juice by launching its new product in 1 litre Classic Pure-Pak carton with Pure-Twist cap.

Jamaica Citrus Growers, the country's longest established orange co-operative, recognized the potential of the carton from a number of clear attributes. Firstly the 1 litre Pure-Pak carton classic shape is associated with fresh products in Jamaica. Elopak printing technology enables high quality print for eye-catching designs that maximize product branding, and the Pure-Twist cap enhances on shelf differentiation further and brings functional convenience. Secondly the company appreciates the environmental image and advantages of the Pure-Pak carton, as the litter from plastic bottles on streets and landfills is of growing concern on Jamaica.

The new premium juice will be launched in three flavours - orange, fruit punch and pineapple. This will make JCG the first juice company in Jamaica to be in this high quality print package segment creating a real 'splash' of colour and excitement in the market.

Claudio Sidney is Elopak's VP for South East USA the Caribbean and explains, "Here is clear proof of a market leader who has identified the innovative potential of the carton system and believing in a classic packaging concept to introduce a new twist in the marketplace. They have started an evolution of premium brands and have intelligently selected the right package to position its product in a growing and profitable sector."

In order to increase their presence in the retail market, and in a way that creates longevity for the new product, JCG invested in additional filling technology from Elopak. Sherille Rodney, Elopak's agent in Jamaica adds, "JCG has been a customer of Elopak's since 2003 and as an established filling system in place. We provided technical support to improve the line of four Pure-Pak P-S70 filling machines, and installed a cap applicator. With the new juice, JCG is targeting high end retails and so was pursuing quality and image. We have worked closely with them using the best quality super-flexo print to create the maximum impact in the market. This project is possible by virtue of the strong collaboration between our market unit and the Elopak Mexico production facility."

Mr. Michael Boyd, General Manager of JCG & CGM adds, "With this new juice we are targeting an up-market consumer. We required a package that clearly communicated the not from concentrate, freshly squeezed quality. The Elopak carton with its highest quality print and Pure-Twist cap really enables us to make this statement and we selected it as part of our marketing strategy for this range. The result when it is launched in March 2007 will be the first of its type in Jamaica and the first produced locally. With the health and wellness trend sweeping across the Caribbean like the rest of the world, consumers here are becoming more discerning and demand quality, taste and added value. We will be delivering just that."