McRae, Ralph
Chief Executive Officer, Leading Brands Inc

Leading Brands, Inc.
Leading Brands, Inc.
Suite 1800 - 1500 West Georgia
V6G 2Z6


Company Profile

Leading Brands, Inc. is North America's only fully integrated healthy beverage company. The company has developed a coast-to-coast distribution network, as well as an established portfolio of proprietary brands and a wide range of licensed products. The company is also a significant producer of private label products and a beverage distributor and co-packer for major international beverage companies.

Leading Brands is the only fully integrated beverage company in North America, allowing the Company a unique opportunity to capitalize on its resources, maintain its competitive advantages and benefit from consumer trends. Leading Brands' expertise in all stages of the product lifecycle, from building brands to bringing them to market, and from beverage bottling to beverage distribution makes them a leader in the industry.

TrueBlue® Blueberry Juice is a major proprietary brand developed by Leading Brands, Inc. [NASDAQ: LBIX]. and is now a Premier BC Rugby sponsor. 

Rugby Connection

In June of 2012, BC Rugby and Leading Brands, Inc. CEO Ralph McRae announced a partnership with TrueBlue® Blueberry Juice to sponsor three specific, age-level programs through BC Rugby.  Each TrueBlue® titled program was positioned at a pivotal period in a rugby player’s career; from the introduction to the sport all the way up to international tours.  The motto for the innovative partnership was established as TrueBlue® Tackle the World™. 

McRae's initiative has seen TrueBlue® further enhance the Mini Rugby program, as well as provide opportunities for age grade representation through supporting the U15 and U17 men's provincial teams. TrueBlue is now allocating funds for an international development exchange program in New Zealand.

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