Trade Winds Citrus Limited (TWCL) is a privately owned, limited liability Jamaican company located in Bog Walk, St. Catherine. Nestled in over 4000 acres of orchards, TWCL prides ourselves on contributing to sustainable community development while producing the best authentic Jamaican beverages that reflect the diversity of our people and culture. We are brand owners of Tru-Juice, Freshhh Juice Drinks, Squeezz Drinks, Wakefield and Calico Jack Rum Punch. We have 200 permanently employed staff as well as another 450 contracted staff. TWCL is a manufacturing and distribution company with Wisynco Group Limited as a partner and primary distributor.
As a manufacturing company in Bog Walk, we believe it is our responsibility to invest in our community. The TWCL “Tru-Juice Cares” corporate social responsibility program is geared towards sustainable community development primarily through support and investment in education, sports and health care. The main hope of a nation lies in the education of its youth and as a result, TWCL maintains and upgrades the property of Bybrook Basic School in Bog Walk that facilitates early-childhood education. This includes the donation of land and building, activity support and monthly payments of utility bills which is a lifetime commitment.
As part of our CSR mantra, TWCL actively invests in sports which drive discipline, commitment and camaraderie; key values for youth and community development. We invest in Bog Walk Football Club (J$3M) and Dinthill High School (J$1M) annually. For decades, TWCL has invested in The Lion’s Club of North St. Catherine and formerly leased property for their home and outreach facilities. This year, TWCL donated land and building in Bog Walk valued at over J$12M which will serve as the foundation for Lion’s Club continued outreach, education and healthcare programs to advance community development.
TWCL recognized the need for improved healthcare services in our community. For four years, TWCL, through our annual 5K, donated medical equipment to the Linstead Hospital to support their goal of safe health care. This year TWCL donated J$1M towards the purchase of Infant Warmers for their Maternity Ward. Overall, the “Tru-Juice Cares” program is dedicated to supporting initiatives that will drive community development and build a better, brighter Jamaica. TWCL’s mission is to consistently produce great value and high-quality fruits and agro-based beverages for our customers with a team of skilled and motivated employees while contributing to the development of our community. We prioritize our investments in initiatives that contribute to the well-being of our community and use our core competencies to achieve these results.
The over 4000 acres of orchards provide the credibility for Tru-Juice as the leading juice brand in Jamaica and provide numerous jobs benefiting current employees and community members. TWCL’s strong brands’ awareness and brand names enable us to support community activities through financial investment and product donations. Our marketing team utilizes their skills and resources to execute and provide venues for various community activities. For 2018, TWCL has already committed in the region of J$20M to supporting the aforementioned entities with the only return expected to be sustainable community development which positively impacts company image and brand goodwill.
Investing and supporting in the community achieves both social and economic benefits. TWCL covering the maintenance cost of Bybrook Basic School is economically beneficial since this reduces the cost to the school and the Ministry of Education. Our support and investment in sports benefit the development of youth in the community, providing them with engagement, skills improvement and job opportunities. This investment builds loyalty to TWCL brands and company as players and community members are appreciative of our financial commitment to their growth.
Investing in the Lion’s Club has provided economic benefits to the community including aid in the development of education through the refurbishment of the Knollis Basic School and health care by hosting eye clinics and geriatric programs on the property. In reference to TWCL’s impact on the community, the Secretary of the Lion’s Club stated, “A stable residency, donations and other support has enabled our club to work with confidence in providing services that are of lasting benefit to our community. The benevolence of the Company has enabled the Lions to respond to the needs of the community in a consistent and professional manner.” (See testimonial attached)
The Tru-Juice 5K has a positive social and economic benefit on society as it involves participation from the TWCL community environs and the wider Jamaica all coming together to support a worthy cause. The proceeds contribute well-needed medical equipment to the Linstead Hospital that provides health care for the community and its environs; thus reducing the economic pressure on the Ministry of Health.