JUST Goods launched their premiere product JUST Water in the US in October 2015, with high success in North America, followed by global expansion into the United Kingdom in 2018 and will be launching into Australia in March 2019. JUST Goods, the innovative and sustainable global brand is taking part in Gulfood 2019 to explore growth opportunities in the Middle East, starting from the UAE.
With the support of Tetra Pak, the world’s leader in processing and packaging solutions, JUST Goods’ CEO, Ira Laufer will be meeting major local stakeholders to discuss collaboration opportunities in the UAE market. The company will have an official booth for the first time in the Middle East at the region’s most prominent Foods and Beverages exhibition, Gulfood. JUST Water will be sold in the region immediately following Gulfood as an exploratory step, with the product sourced and bottled in the United Kingdom.
The company confirmed with all global expansions, they bottle and source locally; therefore following a successful market test in the area they would further explore local sourcing partners. Ira Laufer, CEO of JUST Goods said: “JUST started as a vision to create a company that does better – better for the environment, better for the people, better for future generations and is a true symbol of how business can be done in this day and age.
“Through Tetra Pak’s innovation and sustainable packaging, we have been able to provide a better alternative to single-use PET plastic water bottles. With our global expansion, we’ve recognized great opportunity in the UAE, working alongside key partners and customers we know we can be very successful in the region. We’re very excited to be debuting JUST Water at Gulfood 2019.”
With over four decades in the Middle East, Tetra Pak is acting not only as a processing and packaging solutions provider to JUST Goods but also a supporting partner that will accompany the brand during its regional market exploring activities. Tetra Pak is participating at Gulfood this year with a Connect Lounge where it will be showcasing its latest innovations and solutions.
Niels Hougaard, Managing Director of Tetra Pak Arabia Area said: “At Tetra Pak, we are committed to adding value to our partners. We are very excited to see JUST Goods considering the Middle East as a potential market for JUST Water. Partnerships like these enable us to work towards our goal of minimizing our environmental impact across our value chain, so we are very keen and honoured to support JUST Goods during this journey.”
In October last year, JUST Water received the “Best Packaging Solution” award at the Global Bottled Water Congress with its unique Tetra Top carton bottle, that delivers a product that appeals to the consumer in an economic, pragmatic and responsible way.