BC Rugby and TrueBlue® partner to Tackle the World
Published Monday, December 5, 2011 5:00 am
by Jeff Sauve, BC RUGBY CEO

Vancouver, BC: BC Rugby announced today a partnership with TrueBlue® Blueberry Juice, Canada’s only national blueberry brand that will see TrueBlue® sponsor three specific, age-level programs through BC Rugby.  

Each TrueBlue® titled program is 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 is TrueBlue® Tackle the World™.  TrueBlue® is owned and distributed by Leading Brands, Inc. [NASDAQ: LBIX].

“TrueBlue® wants to engage children at the entry level of rugby and see their development through to the highest levels of the game,” explained Jeff Sauvé, BC Rugby CEO.  “This sponsorship enables us to make a remarkable improvement in our player pathway. The TrueBlue® partnership allows us to strengthen programs as well as create three new international offerings; all designed to concur with the purpose and function of existing BC Rugby clubs, programs and partnerships.”

“The concept of TrueBlue® Tackle the World™ accentuates the importance for our youth to dream big and work hard to achieve their goals,” explains Ralph McRae, CEO of Leading Brands. “We are excited to partner with a sport of great historical importance to British Columbia and Canada.  We decided to make this investment with BC Rugby to encourage youth and create opportunity for success in a sport that shares our corporate core values including teamwork, respect, and excellence.”

The partnership is a six figure multi-year sponsorship providing funding and other support to BC Rugby programs. The details of the TrueBlue® title programs will be announced over a series of three releases starting in January 2012.  Each program is unique and provides a quality experience for rugby players in British Columbia.

TrueBlue® is built upon a commitment to quality.  TrueBlue® is "all natural" and formulated to comply with the most strict health food requirements and with 30 percent fewer calories per serving than most other juices.   

To learn more about BC Rugby’s newest partner visit www.LeadingBrandsInc.com.


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