Coldfield Manufacturing | 7
done locally, and there is no reason for the
packaging to be anything less than great,”
Wong said. “We are offering quality bever-
ages in a clear, crisp container that is attrac-
tive, durable and easier to work with. Even
the design of the label, a lot of thought went
into it. The way we mesh the colors together
against the white background, it will stand
out.
“It is a very modern design. We want
when we export it, it can compete with other
products.”
Indeed, the prospect of getting its prod-
ucts overseas is also an agenda-topping for
Coldfield.
The company is targeting United States,
United Kingdom and other Caribbean mar-
kets and has invested nearly 100 million
Jamaican dollars toward equipment for its
10,000-square-foot Kingston factory al-
ready, with further upgrades planned this
year, Wong said.
The company sells more than 50 million
units annually across its four brands – Big Jo,
Pure Country, Country Style and Fruit Jazz
– which gives it an 18 to 25 percent share of
the island’s overall juice-drink beverage mar-
ket.
Label changes were designed to be cross-
cultural enough to translate into potential
AT A GLANCE
WHO:
Coldfield Manufacturing Ltd.
WHAT:
Producer and distributor of Big Jo,
Pure Country, Country Style and
Fruit Jazz juices
WHERE:
Kingston, Jamaica
WEBSITE:
tryJuices
