CASTLEGAR NEWS REVIEW, March 24, 1985 NEW LABEL... Heather Gibson labels EMMA’s Jambrosia 8 , PAINT & WALLCOVERINGS LTD. DRAPE & WINDOW BL CENTRE TREMCLAD. RUST PAINT ¢ Inhibits rust on new or old metal surfaces * No primer needed on most applications. GENERAL PAINT: QUALITY PRODUCTS YOU CAN TRUST. Castlegar has lots to offer What has Castlegar got to offer? Lots. Improved highway access. ibility, coupled with recent developments of tourist facil ities such as the Syringa Creek Provincial Park have made Castlegar the tourist centre of the West Kootenay. Castlegar is the gateway to the Arrow Lakes and Slocan Lake. The Arrow Lakes are a summer playground of un ique beauty and grandeur. The 241-kilometre waterway provides a scope to satisfy every boating and camping enthusiast. The lakes offer boat launching, three mar. inas, camping, fishing, pic nicking and hiking. The Hugh Keenleyside Dam 6.4 kilometres from Castlegar is another major attraction which draws 15, 000 visitors annually. The dam was completed under the provisions of the Columbia River Treaty in 1968. The dam isn’t the only hydroelectric attraction in the area. A series of such di s between Cas. 613 Columbia Ave. Castlegar, B.C. Ph. 365-6214 Pp tlegar and Nelson provide a striking scenic drive when the Kootenay River is in Suzuki Motorcycles SUZUKI Garden equipment and Snowthrowers Snowmobiles LAWN-BOY. Lawnmowers FULL LINE OF PARTS AND SERVICE FOR ALL PRODUCTS SOLD! “FOR A FAIR AND HONEST DEAL” flood during June and July. The folks at Snow Trails are proud of the famous brands they sell and service ’ SNOW TRAILS SALES & SERVICE 502-12th Ave. Genelle, B.C. a. ae For EMMA's Jambrosia Mfg. Ltd., well-known to many West Kootenay residents as “the jam factory up the valley,” the past 12 months has been a time of many positive changes, including increased sales in Canada and the opening of market opportunities in-the U.S. Having achieved a fair degree of success in the Western Canadian natural foods market, the women who operate EMMA's Jambrosia set their sights higher for 1984-85. Market research conducted during the summer of 1984 led to a label redesign (by Moonlight Studio, a Nelson firm) and the addition of two new flavors, blueberry and plum, to their already successful line of peach, raspberry, and strawberry fruit melanges. In October 1984, EMMA's staff travelled to Toronto to attend the annual Canadian Health Food Association Trade Show. Response from retailers was positive, and gave EMMA's a solid base in the Ontario/Quebec natural foods market, ensuring its position as one of the leading sellers among natural “jams” available on the Canadian market. In view of their success in the Canadian natural foods market, EMMA's in late 1984 took a look at the possibility of sales to major chains such as Safeway. Jambrosia was made available in three local Safeway stores (Nelson, Castlegar, and Trail), and the listings and accompanying samplings gave the company a chance for feedback from retail grocery consumers. Response was positive enough to convince EMMA's that it was time to move onto the grocery store shelf. “More and more consumers are looking for products like ours,” says EMMA's marketing director Susan White. “People have concerns about refined sugars, calories, and chemicals in their foods. “We make a preservative-free, low calorie product sweetened with honey instead of sugar, and that's what consumers want these days. To add to all that, people tell us that Jambrosia is better than any jam they've ever tasted.” The move into the major B.C. chains will be co-ordin ated for EMMA’s by Western Mandate Limited, a Vancouver-based broker. The accompanying marketing campaign will centre on the slogan “Naturally Low in Calories,” and advertising will focus on the differences in taste and quality between Jambrosia and sugar-based AT WORK . . . Micki Mitchell fills the jars and Heather Gibson caps them at EMMA's Jambrosia. EMMA's a ‘success’ hidden sugars and artificial ingredients, White expects the ign to be in establish EMMA's in January, plant co-ordinator Heather Gibson attended the annual event that attracts over 10,000 industry * Research conducted by EMMA's over the past year revealed that Jambrosia is considerably lower in calories than regular jams, and also lower in calories than most chemically sweetened diet products. Given ever-increasing consumer concern about the grocery market. The company already has listings in the health food sections of Dominion Stores throughout southern Ontario, and expect similar availability throughout B.C. by the end of 1985. Another major progressive move for EMMA's is their venture into the U.S. natural foods market. In late Natural Foods Expo in Anaheim, California, a semi participants and features over 600 product display booths. Gibson, who was primarily on a fact-finding trip and had only a few samples of Jambrosia on hand, was some- what surprised to be encountering a number of distribution offers. An exclusive distribution agreement was eventually signed between EMMA's and Health Valley, one of the largest natural foods distributors in the US. “The Health Valley people were very impressed by our product,” says Gibson. “Their immediate reaction was that Jambrosia was better-tasting than anything else available, and they wanted the chance to distribute it.” According to Gibson, the U.S. market potential is considerable. She points out that there are more than 7,000 natural food stores in the U.S. and less than 1,000 in Canada. EMMA's expects to ship its first U.S. order of 800 cases early in March, and are expecting shipments to increase markedly during the course of their five-year contract with Health Valley. To keep pace with increased sales, the company will ike some equipment changes, and hope to hire an additional staff person to add to their present complement of six full-time employees. The women of EMMA's Jambrosia are pleased to see that their hard work over the past two years is finally beginning to pay off — perhaps in an even bigger way than they had originally anticipated 693-2382 jams and preserves. Culture here We RANDY HAACK, pictured above, is Ofer the manager of one of Castlegar's newest businesses ONES@™HR PHO FOTO Shoppes: unique Castlegar's cultural role in the West Kootenay is unique. Reflecting the fact that about 25 per cent of the residents are of Russian origin, the city and surrounding area boast a “Russian heritage” For instance, there is the Kootenay Doukhobor Histor. ical Village along Highway 3. The village shows Doukhobor life as it was in the early part of this century. As well, Brilliant is home to the Doukhobor Cultural Centre operated by the Un ion of Spiritual Communities of Christ It is home to the Douk hobor Union of Youth festival every May and to numerous Doukhobor community activ ities throughout the year. A prominent feature of the cultural scene is the National Exhibition Centre, a unique facility funded principally by the federal government, but with additional funding from other levels of government The centre plays host to traveling art exhibits. As well, local arts groups such as the Kootenay Art Club and the Castlegar Arts Council put on displays and stage shows throughout the PPE eee Rete eee eE ee Hee ee eeeeeeseeeeese ee year. CASTLEGAR NEWS REVIEW, March ™* 1985 56 Years of Service EREMENKO > FIT-RITE SHOES FAMILY FOOTWEAR CENTRE 1224 3rd Street Castlegar, B.C. Ph. 365-7353 MRS. EREMENKO 21 Years of Service Pete’s TV * Panasonic ® Sony * Sanyo ® Hitachi OK Video World Pete Zaytsoff and family 14 Years of Service MIKE'S MOBILE HOMES LTD. ‘Where your holidays begin” 1685 Columbia Ave. Castlegar 365-5741 MIKE & SHARON MOLNAR 82 Years of Service COLUMBIA AUTO SERVICE Full line of Gulf Products Automotive Repairs Phone 365-5422 Phil Zaytsoff and Larry Webster 4. Years of Service RUMFORD PLACE SUPER SWEEP CHIMNEY LID. For all wood burning needs 735 Columbia Ave. Castlegar 365-6141 Pat Smith Herb Storch 37 Years of Service NORA’S . BEAUTY SALON Complete Hair Dressing Service Specializing in Permanent Waving Phone 365-5386 Nora Majesgey Owner/Operator 3009-5th Avenue 72 Years of Service DR. MARVIN LeROY OPTOMETRIST 1012-4th Street Castlegar Phone 365-3361 Tues.-Fri. 9a.m. to 5 p.m. Saturday 9 a.m. to 12 noon 12 Years of Service The KLOTHES KLOSET jJ.’s ‘Care, Quality & Fashion 359 Columbia, Castlegar ind @ Waneta Plaza, Trail JOE AND RUBY STRELOFF 8 Years of Service GRANNY’S PANTRY Natural Bulk Foods Vitamins Herbs & Spices Castleaird Plaza 365-3933 IRENE PEREPOLKIN 3% Years of Service A TASTE OF ART FRAMING ART GALLERY 1129 3rd Street Castlegar, B.C. 365-2727 Loretta Walsh Anderson Insurance Agencies Ltd. and Castlegar Motor Licence Office 605 Columbia Ave. Castlegar 365-3392 or 365-3382 CARVIL MOOREY 13 Years 16 Years of Service HAACK DENTURE CLINIC LTD. DENTURISTS 272 Columbie Ave., Ca q Phone: 308-4281 JOHN, BOB & DAN HAACK Mon. - Fri. 9a.m. to 5 p.m. ENTERPRISES LID SALES AND SERVICE ON LINCOLN & AAILLER WELOE G.£., LEESON & TOSHIBA MOTORS — JACUZZI PUMPS 1055 Col. Ave., Castlegar VIN IHS Ph. 3212 Dieter & Ursula Dohmen and Michael Sarton 8 Years of Service THE HAIR ANNEX 1241-3rd St., Castlegar Phone 365-3744 JOHNNIE PARKIN 2 Years of Service 713-13th St., Castlegar CASTLEGAR BICYCLE SHOP (1984) 365-5044 Bicycle Sates & Repors Skate Sharpening by Dupl: Skate System OWNER: ERNIE BERGER SUPPLIES & SERVICE LTD. Proud to be a part of Progress ‘85 * Building Supplies * Plywood * Panelling * Ceiling Tile & ge Pdint | ‘\Thrums, B.C George Perehudoff 399-4421 TO CASTLEGAR & DISTRICT FRANK’S SHARPENING SERVICE Complete saw sharpening service including band saws and carbide tips. Mower blades, scissors etc. 1216-1st Street Castlegar, B.C. Call 365-7395 THE PERFECT YEAR ROUND SPORT THE WHOLE FAMILY CAN ENJOY CASTLE BOWL 206-1 1th Ave., Cas! 365-57: John & Erma Mykyte 5% Years of Service HIS PLACE HAIRSTYLING Specializing in Men's Hair Cutting and Styling Phone 365-5677 Glen Carew / Owner/Operator 355 Columbia, Castiegor 1 Year of Service CASTLEGAR SPORTS CENTRE Specializing in Fishing Tackle, Rod Building Fly Tying Team Supplies & Uniforms Hockey—Baseball—Rugby 2177 Columbia Ave.