Its Vitalizer drink is a 100 per cent, no sugar–added, vegetable and roots juice. The company also developed a new line of products which include a lime drink and a rum punch, called “Calico Jack”. The latter drink is offered in Jamaica on a seasonal basis from October to January every year. The company now boasts various juices: Orange Juice, Apple, Tropical Fruit Punch, Ortanique, Cherry Cranberry, Pineapple, Vitalizer (vegetable roots juice to compete with the imported drink, V8), Orange-Pineapple, Guava Pineapple, Mango-Orange-Pineapple, Mango-Carrot Juice, Cherry Juice, June plum (Golden Apple) and Sorrel with ginger. Since 1995, TWCL has added many other premium juices to its Tru-Juice line of products. The oranges that go into Tru-Juice are obtained locally from the company’s 3,000 acres citrus farm as well as from small farmers throughout the country. For the remainder of the year, orange juice must be produced from concentrate obtained from locally- sourced oranges. According to the company, their 100 per cent, Pure Not From Concentrate (NFC) Orange Juice is only available when oranges are in season in Jamaica, which in Jamaica is from January to June each year. TWCL launched the Tru-Juice “Premium Quality” juice brand in 1995 as the first 100 per cent, freshly squeezed orange juice on the Jamaican market. The Company’s strategic goal is to be the number one premium chilled juice brand, not only in Jamaica, but also throughout the entire Caribbean region. 1 Corporate Profile and Products Trade Winds Citrus Limited (TWCL) is a family owned, agro-processing company producing “Premium Quality” fruit juices from its factory in Bog Walk, St. Cases are not intended to serve as endorsements, for sources of primary data or to illustrate effective or ineffective management. The Department of Management Studies cases are developed solely as a basis for class discussion. The data used in this case were obtained from secondary sources. Department of Management Studies January 2011 Lincoln Price The Trade Wind Citrus Limited (TWCL), 100 per cent Jamaican Fruit Juice Lincoln Price, in collaboration with Dr.

Jamaica juice