James White invests in the future with a brand-new shot production line

At James White we’ve always dreamt big and are strong advocates for innovation, which we believe is key to staying the leader in our field. From being the first to launch a spicy tomato mix, Big Tom, now famous around the world, to pioneering the development of dietary nitrate supplement juices with our Beet It Sports range, we’d like to think we’re always one step ahead!

 

In 2019, we were lucky enough to receive funding from the European Agricultural Fund for Rural Development, which allowed us to install a new production line for our 70ml PET shot bottles at our Ashbocking factory. This investment will allow us to produce the impressive number of 6 million shot bottles a year and strengthen our offering in functional, pocket-sized drink; an ideal format for consumers who are always on the go and don’t want to compromise on getting their nutrient intake. Our Zinger, Beet It Organic and Beet It Sports shots have proven very popular since their launch but we will be looking at bringing lots of new and exciting new concepts and flavours in the near future. Moreover, this new efficient energy line will subsequently help us reduce our water consumption and juice wastage, which is in line with our environmental mission.

 

Finally, we are proud to have built a network of independent local suppliers over the years which we buy most of our basic raw materials from. This investment will not only help us expand our various partnerships but also bring new jobs to the area.

 

The European Agricultural Fund for Rural Development:

Europe investing in rural areas