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Reed’s inks deal with Specialty Beverage of Virginia

BY Allison Cerra

LOS ANGELES A soda maker has inked a deal with a Virginia-based direct store distributor.

Reed’s said Thursday that Specialty Beverage of Virginia will help the soda maker expand its consumer reach in the high growth market, Reed’s said.

Christopher Reed, founder and CEO of Reed’s, stated, “Specialty Beverage of Virginia is known for working with some of the finest specialty import and local independent craft brewers. This is a great fit for Reed’s and we are excited to partner with them and further develop our brand in Virginia and the Southeast, one of our most important markets, and one of the fastest growing markets in the United States”

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Fruit2O supports American Diabetes Association with new campaign

BY Allison Cerra

CINCINNATI A fruit-flavored water brand is pledging to curb diabetes in the United States with a new campaign.

Fruit2O said — through its Small Changes>Lifelong Results campaign — it will pledge $1 to every pledge made by consumers at local events and on the brand’s Facebook page, up to a total of $5,000. Fruit2O said that the participating market with the most pledges by Aug. 15 will earn an additional $15,000. The challenge will benefit the American Diabetes Association.

From May 14 to Aug. 8, the Fruit2O brand will visit 10 markets to promote the Small Changes>Lifelong Results campaign, encouraging consumers to participate via the following:

  • Pledge Wall: Consumers may visit a traveling pledge wall that will be located at Fruit2O water booths at various local events. Visitors to the booth will receive free samples of Fruit2O products along with the chance to write their own “small change” on a large card and post it on the pledge wall for others to read.  For a schedule of local events, visit Fruit2O’s Page on Facebook, at www.facebook.com/fruit2o.
  • Facebook:  If consumers cannot attend the sampling events, they can digitally submit their “small change” on the online pledge wall at www.facebook.com/fruit2o, and select a participating American Diabetes Association market to receive the pledge.  The pledge donation supports the following American Diabetes Association markets:  Chicago; Boston; Hartford/New Haven, Conn.; Washington, D.C.; New York; Cincinnati; Grand Rapids, Mich.; Philadelphia; Baltimore, Md.; and Detroit. Only one pledge per person, regardless of method of entry, is allowed. See Fruit2O’s Page on Facebook for full participation rules.

The Fruit2O brand will also help promote the American Diabetes Association’s StepOut: Walk to Fight Diabetes walks at its sampling events.

“Nearly 24 million American children and adults have diabetes while 57 million have pre-diabetes. By changing our nutrition and activity levels, we can help prevent or delay the Type 2 diabetes epidemic,” said Christine Tobin, CDE, president, health care and education, American Diabetes Association. “Campaigns such as this can help adults transition towards a healthier lifestyle and provide additional resources and educational information to our communities.”

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Starbucks names consumer products president

BY Allison Cerra

SEATTLE A coffee giant has named a new head for its global consumer products group and food service.

Starbucks appointed Jeff Hansberry as president of the company’s consumer products business. Hansberry worked most recently for E&J Gallo Winery, where he was VP and general manager, and previously worked at Procter & Gamble.

He assumes the new role in June and will report to Starbucks chairman, president and CEO Howard Schultz.

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