NEW YORK — The story of a patent attorney who risked it all to follow his passion evolved into an inspirational deliciously powerful wellness elixir called Jin+Ja has won the Specialty Food Association’s first-ever advertising contest. The contest enabled specialty food professionals to tell a compelling story about their passion for specialty food.
The winning entry is Jin+Ja: The Spark of Inspiration from Reuben Canada of Canada Enterprises in Philadelphia, PA . This is Jin+Ja’s second honor this summer. The wellness elixir won the Association’s 2013 sofi™ Award for Outstanding Cold Beverage. The prize in the ad contest is a free ad campaign and three-day trip to San Francisco, a $15,000 value. The ad will be featured in top specialty food trade magazines, online, and at the Winter Fancy Food Show in San Francisco, Jan. 19 – 21, 2014.
“Winning the sofi award was a huge validation from an esteemed body of experts and specialty food professionals. ‘My story, my ad’ was different. It was the commitment of a dedicated group of supporters who appreciated what Jin+Ja ‘is’ and their desire for it to be shared far and wide. Jin+Ja is a beacon for the new world to rally around, where compromise between good for you and taste good is a relic of the past. The same evolved thinking that created Jin+Ja, the first ‘Wellness Elixir’ of the 21st century, will soon be applied across a variety of segments,” expressed Reuben Canada CEO of Canada Enterprises, Creator of Jin+Ja and soft Award winner for Outstanding Cold Beverage.
More than 70,000 votes were cast in the not-for-profit trade association’s “My Story, My Ad” contest to determine the Top 10 finalists. They were selected from 373 inspiring stories about family businesses, culinary breakthroughs, childhood memories, career changes, and more.
The contest is part of the Association’s launch of its new brand: Specialty Food. Craft. Care. Joy. It is designed to highlight the people behind the small businesses that fuel the $86 billion specialty food industry and the innovative foods and beverages they create and bring to market.
“The contest struck a chord,” says Ann Daw, president of the Specialty Food Association. “There are clearly so many wonderful stories to share about the joy and passion and hard work that go into making great food. Both Jin+Ja and Awesome Bars especially stood out for our panel.”
This week a panel of advertising and marketing professionals met at the Specialty Food Association’s offices in New York to evaluate the Top 10 entries and selected a winner.
The judges were Amy Binder, CEO, RF Binder; Beth Snyder Bulik, reporter, Ad Age and co-owner, Park Street Pantry; Terry Frishman, principal, Creative Marketing Workshops; Tracy Nieporent, director of marketing & partner, The Myriad Restaurant Group; Denise Purcell, editor, Specialty Food Media; and Rick Roth, founder and CEO, Roth Partners.
About Canada Enterprises, L.L.C.
Canada Enterprises LLC is a holding company. Jin+Ja, the first product produced and distributed by Canada Enterprises, is an all natural, delicious wellness elixir. It is made of fresh ginger, lemon, cayenne, mint and green tea – truly the spice of life! http://drinkjinja.com
About the Specialty Food Association
The Specialty Food Association celebrated its 60th anniversary in 2012. It is a not-for-profit trade association for food artisans, importers and entrepreneurs established in 1952 in New York to foster commerce and interest in the specialty food industry. Today there are more than 3,000 members in the U.S. and abroad. The Specialty Food Association operates the Summer and Winter Fancy Food Shows and presents the sofi™ Awards honoring excellence in specialty food. For more information on the association, go to specialtyfood.com.