Trade Winds Citrus Limited (TWCL) was established in 2001 emerging from United Estates Ltd (UEL) as a manufacturer and distributer of a wide range of beverages and dairy products.
From United Estates to Trade Winds Citrus
For decades parcels of prime agricultural lands in Bog Walk, St Catherine, were destined to become home to a world-class agro-industrial processing facility. It was, however, not until an acquisition by the McConnell family in 1982 and the subsequent birth of Trade Winds Citrus Limited (TWCL) that this vision became a reality.
Building up on what first started out as United Estates Limited (UEL), an industrial and provident society registered in August 1982 that TWCL, within a span of almost two decades, managed to significantly transition its operation from being what was primarily a sugar cane farm, hosting a small acreage of citrus crops, to one heavily invested in citrus cultivation. The change in its primary operation catapulted after a freeze on citrus crops in the US widened the demand for products in that market, ultimately bringing vast opportunities for export. By 1983, this consequently led to the first shipment of citrus being sent, by the then UEL, to Florida.
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“UEL had its focus on being an agro-industrial enterprise complete with agricultural lands and a processing facility. However, in 2001, the birth of Trade Winds Citrus Limited (TWCL), which saw the creation, implementation and subsequent expansion of the Tru-Juice premium quality juices and the Freshhh juice drinks brands, jump-started a long-standing focus, traditionally centred on the growth of healthy crops by the previously known UEL,” Managing Director Peter McConnell said in a brief overview of the company’s history in notes shared with the Jamaica Observer.
McConnell, who after spending much of his childhood years growing up on a farm in St Catherine and upon drawing inspiration from the work of his father and grandfather, thought it best to continue their legacy by following in their bold footsteps. As a result, after emerging fresh from his studies in soil and crop science agronomy overseas, he decided to take charge of the entity, ultimately paving the way for the growth and future successes of TWCL as we now see and know it today.
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The managing director’s efforts, which over the years have been backed by the influence of a strong cadre of directors, complemented by a robust management structure and scores of hard-working team members, are among the main factors credited by the company for the continued growth of its products in the market. The securing of a 50 per cent controlling interest in the company by another local manufacturing giant, Wisynco Group Limited in 2017, likewise later helped to further position the business as a leader in the Jamaican beverage and agricultural industries.
The beverage manufacturing and agricultural company geographically positioned on some 4,000 acres of rolling countryside, now prides itself on being a first to market with what many typically considered to be home-made juices. Since that time, the company in mechanically improving operations has impressively transitioned into becoming a highly diversified commercial entity—one that utilises technology to create value added products, ones that are rich in value, having high consumer appeal. Prized among its most accomplished innovative blends are the start of freshly squeezed orange juice as well as the start of commercialised bottling of the popular Jamaican Christmas sorrel drink.
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“TWCL is a dynamic manufacturing and agriculture-based business committed to delivering high-quality beverages and dairy products. Our diverse product portfolio includes a wide range of juice brands, such as Tru-Juice, Freshhh, Squeezz, Juciful, Wakefield Juices, and Calico Jack Rum Punch. Since entering the dairy industry in 2020, the company has also launched a number of brands in this category which include TruSHAKE, Tru-Moo and Tru-Milk, packaged in both chilled and tetra-pak formats. Our purchase of the well-established Dairy Farmers Brand also allows us to stock a number of plain and flavoured milk products,” McConnell stated.
From its newly launched state-of-the-art dairy farm in Bog Walk and a thriving herd of Girolando cows, the company, aided by advanced milking technology and a strong emphasis on cattle comfort and care, said it is now able to produce 100 per cent of pure farm-to-table cow’s milk sold under its Tru-Milk brand currently ranking as one of TWCL’s newest innovations, available in one litre sized containers carrying a shelf life of seven months. Together with the new dairy facility, this product, the company said, represents a major advancement in Jamaica’s dairy sector. This, as it helps to ramp up local production, lessens import dependency and fuels growth in the local agricultural sector.
“Our operations are deeply rooted in agriculture, supported by our own, local dairy, pineapple, and citrus farms. This integration of farming and manufacturing allows us to maintain high-quality standards from farm to bottle. Our dedicated team plays a vital role in the company’s ongoing success and innovation. Through successful juice brands, including the Tru-Juice line which has consistently ranked us number one in consumer surveys for a number of years, we continue to work tirelessly to maintain our position in the market. Additionally, our dedication to excellence over the years has earned us several prestigious titles, including EY Entrepreneur of the Year in the Family Business category (2024) and CARICOM Farmer of the Year (2023). Together, these [accolades] stand as a true testament to our commitment to excellence in agriculture,” the managing director added.
Even as the company continues to do well, its directors, bullish on the next phase of development, said it will aggressively tackle a wave of modern-age challenges such as climate change, crop diseases, pests and praedial larceny as it looks to deliver top quality products and safeguard the future of farming while preserving supply chains and local food security.
“Addressing these challenges has required TWCL to make investments in modern technology such as drip irrigation, fertigation, and integrated weather stations and drone technology,” McConnell noted.
TWCL, having emerged from a firm foundation of almost 20 years and grounded by another accomplished two decades of market presence, has, despite its growing list of achievements, said it plans to remain a top contender and household name in the global juice market. Powered by the right mix of human and infrastructural support systems, the company, in its quest to unlock new frontiers, also said it wants to further move up the value chain as it works to extract greater gains from its vast acreage, growing cattle population and fully computerised production and agro-processing facilities.
“TWCL is committed to the development of the agricultural sector and firmly believes that ‘Jamaica can and will feed itself’ and its neighbours. The company’s long-term strategy is to identify heavily imported food items that can be grown locally and to invest in the technology required to successfully and consistently produce those items so as to ensure national and regional food security,” McConnell said.
