Iconic BC Brand Evolves and Inspires

Since the mid 1950s, the SunRype brand has been a household name in Western Canada, leading the way with their trusted apple juice, fondly referred to as Blue Label. Fueled by society’s greater emphasis on health and nutrition, the company has been steadily introducing a host of new snack products made from simple, wholesome ingredients including fruit, grains, seeds and coconut.

President and CEO, Lesli Bradley, says the company’s vision is to help people live healthier lives. “We make really great things out of fruit and other simple ingredients, and our mission goes beyond product development to also include supporting community initiatives that help to promote a healthy active lifestyle for families throughout the Okanagan and all across Canada.”

SunRype has over 300 employees who work at the production facility in Kelowna, spanning 19 acres near scenic Lake Okanagan. “People are very important to us”, states Bradley. “We are proud of our culture and that over 45% of our plant operation employees have been with us for over 20 years. In fact, this year throughout various departments, we are celebrating 26 employees with anniversaries ranging between 20 and 35 years, 3 employees at 40 years and most notably an additional 5 people celebrating their 45th work anniversary at SunRype!”

“Ultimately, success is measured by sales,” she adds. “Brand trust and brand equity are key. We’ve added many different fruits to our juice line-up, a whole range of popular fruit snacks and new categories that go beyond fruit. SunRype goodness is now shared with families all across Canada, and we’re also proud to offer a growing array of products across the U.S.”

“The Okanagan Valley is a pretty special place. Abundant sunshine makes it the perfect place to grow fruit, which is important in our business. We’re surrounded by so much natural beauty that really makes it a wonderful place to live, work and play. If you’ve never been here, come visit and see why we’re so lucky to call this place home.”