Wednesday, 8 August 2007

Juice manufacturer squeezes fresh cash for JDRF

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Juice manufacturer Old Orchard Brands is expanding its financial support for the Juvenile Diabetes Research Foundation (JDRF). A press release issued by the company announced intentions to give up to one million dollars in new funding. The company hopes to raise money for the JDRF with its Healthy Balance Challenge, in which twenty cents from each sale of Old Orchard Brands Healthy Balance line of low-sugar fruit juices will be donated to the JDRF.

The JDRF accepted Old Orchard's support last year and, according to Old Orchard, the company has pledged $650,000 worth of cash and product donations through 2009. Money raised through the Healthy Balance Challenge will be in addition to that sum. Arnold Donald, CEO of the JDRF, says partners such as Old Orchard Brands "care deeply about the work we do in researching a cure for type 1 diabetes. They continue to support our organization with innovative retail-driven programs that increase funding for research, and that's a rare and valuable partner to have."

You could also say that every dollar in support for the JDRF equals good publicity and increased sales for Old Orchard. Of course, I would never be so cynical.

Old Orchard pitches its low-sugar product line as ideal for those who must consume a low-sugar diet - diabetics, especially. Personally, I don't agree. I would say no juice is good juice. You're better off just avoiding juice altogether and eating fresh fruit instead. You're drinking sugar-water, people! Unless your blood sugar's low and you need a quick fix, it's bad for your blood sugar levels. Not to mention bad for your teeth, your waistline and your wallet.

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