For the third time Liqui-Fruit was the official fruit juice and water sponsor of the Absa Cape Epic which took place in March. “Liqui-Fruit’s fun and vibrant brand personality not only aligns well with this dynamic event, but brought a nothing-but-fruit nutritional boost to the riders,” says Beverly Wilson, Liqui-Fruit’s senior brand manager.
Former Springbok fly half and Rugby World Cup hero, Joel Stransky and South African road cycling champion, Anriëtte Schoeman entered as team Liqui-Fruit in the mixed category. Stransky, who took part in his sixth race and Schoeman in her first Absa Cape Epic, placed seventh. “Apart from being the epitome of health and fitness, this celebrity team embodies the colourful, active and fun nature of the brand and it was exciting to see how they embraced and supported the brand,” says Wilson. Liqui-Fruit and Stransky also joined forces to donate to an underprivileged school along the route.
Siyafuneka Primary School in Worcester received a year’s supply of fruit juice valued at R400 000 from Liqui-Fruit to provide a nutritional boost to its 1100 learners. Stransky donated bicycles on behalf of his charity the LumoHawk foundation, which focuses primarily on the educational needs of underprivileged children.
During the eight-day mountain bike stage the brand also offered the public activities, including a Liqui-Fruit Radtrax pump track. This track allowed the public to ride bikes and test their mountain biking skills while South African downhill mountain bike racing champion, Stefan Garlicki, performed some high intensity stunts on behalf of the brand. The Liqui-Fruit Kids’ Zone which offered supervised entertainment, and the Liqui-Fruit’s Kids Fun Rides ensured that there was entertainment for the entire family.
Before returning home, Stransky and Schoeman shared their experience with Pioneer Foods’ staff at their head office in Cape Town and the Ceres factory.
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