Suffolk: James White Drinks secures export backing for beetroot juice ‘superfood’

SUFFOLK-based juice company James White Drinks has beaten off competition from across the East of England to win a package of business support worth up to �5,000.

James White, based at Ashbocking, near Ipswich, was among 12 finalists in the region chosen to compete for the UK Trade & Investment Export for Growth Prize, supported by business advice firm PwC and banking giant HSBC.

The competition was designed to identify the most innovative and forward-thinking company involved in exporting, with the finalists’ businesses ranging from easily digestible fish bait to turbines able to general electricity from river currents.

James White produces a wide range of fruit and vegetable juices, with its beetroot juice having been hailed as a “superfood” for its high levels of antioxidants, iron, boron and folic acid, and its effect in lowering blood pressure.

Lawrence Mallinson, managing director at James White, said: “‘We are really thrilled to have won against such strong competition.

“The beetroot juice/nitric oxide research findings have electrified the elite sporting world and Beet It, our concentrated beetroot stamina shots, are already used by most of the UK , Irish, Australian , Canadian and Belgian Olympic teams. We are looking forward to working with the UKTI to help us quickly build on this opportunity world wide.”

Liz Basing, regional director for UKTI East, said: “With its organic beetroot shots for sport this company has shown what can be achieved with the right product at the right time, and with the powerful combination of consumer appeal and hard science.”

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She added: “Congratulations too to all our finalists whose innovative propositions from a wide range of industries presented us as judges with the challenging task of picking a winner. We look forward to helping all of them to even greater success in overseas business.

“Exporting is crucial to business sustainability and growth. This competition should help propel some of our finest firms into new markets and we urge other local companies to take advantage of UKTI’s support to make the most of the opportunities out there.”

The final of the competition took place at Homerton College, Cambridge, each of the 12 companies making a presentation on their export ideas to an invited audience and a panel of judges.

An audience vote decided the top three, with the judges selecting the winner following a question and answer session.