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JIS News

Welsh’s First Minister, Rhodri Morgan, has praised the Jamaican-owned Serious Food Company (formerly Sunjuice), on its expansion programme, which has helped to create jobs in Wales.
Based in Llantrisant South Wales, the company, which is a wholly owned subsidiary of Jamaica Producers Group, recently moved into a new headquarters and manufacturing facility, which was opened by Mr. Morgan.
The First Minister described Serious Juice as a first-class example of a company that has demonstrated sustained growth from small beginnings. “I personally congratulate the company and its 650-strong workforce for their outstanding contribution to our country’s food and drink sector,” he stated.
Company founder Michael Lord, told JIS News that the 19-year-old venture started with the idea of providing squeezed orange juice to the United Kingdom (UK) market, and it has now grown to be one of the UK’s largest suppliers of fresh juices and smoothies, producing some 100 million litres a year.
“The idea came while I was working with exotic fruits and vegetables and I met a man who was squeezing and producing orange juice on a small scale and I was selling him Jamaican oranges. I approached Jamaica Producers with the idea and they agreed to the venture in 1986 and we started in 1987. The company now has more than 2,000 customers (retail outlets),” he informed.
Mr. Lord told JIS News that a few years ago, the company moved into the fresh, chilled soup sector and was now expanding its new desert range and was also developing its own brands.
This move to increase and diversify the range of offerings, he explained, was also behind the decision to change the company’s name from Sunjuice to Serious Food.
Serious Juice recently won the World Juice Innovation Award for the second time, and is the only company in the world to have done so.