Juice manufacturer Trade Winds Citrus Limited is expanding into the milk business with its acquisition of the assets of Jamaica Beverages Limited, which has been in receivership for the last two years.
The sale price is unknown and is being kept quiet, according to managing director of Trade Winds Citrus Limited, Peter McConnell, who spoke with The Caribbean Business Report ( CBR) yesterday about his company’s latest acquisition.
He told CBR that “based on confidentiality agreements between the parties, we are not able to disclose the purchase price. It is however a cash sale that will be paid in full prior to possession. Closure and possession are expected within 90 days.”
The sale agreement, which was signed late last month, will see Trade Winds acquiring all the Bog Walk-based assets of Jamaica Beverages Limited, including the complete factory complex along with all the surrounding lands and buildings. The purchase also includes Jamaica Beverages’ popular Dairy Farmers brand, which is well established in the chilled milk category for both plain and flavoured milk.
ASSETS BOUGHT
The assets were being sold as Jamaica Beverages was put on the auction block to settle a court-awarded judgement amounting to US$4.5 million ($560 million). Trade Winds, which is the manufacturer of the popular fresh juice brands of Tru-Juice, Freshhh, Squeezz, Wakefield Juices and Calico Jack says the sale of the assets is in line with its strategic business plan to enter into the fresh and flavoured milk products market.
In addition, the sale of the assets will facilitate Trade Winds business strategy of diversification, expansion and innovation. Based on True-Juice’s entry into the primary production of fresh cow’s milk through the establishment of its dairy farm, the acquisition of the Jamaica Beverages’ brand and the associated equipment to process and package milk will provide the perfect springboard for Trade Winds into this new area of business. While the milk category will be new to Tru-Juice, the company will leverage its premium quality reputation to develop the trust and confidence of consumers, as it enters the milk market.
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