Good Juice, Good Guys, Good PR

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Everybody knows the story of The Juice Guys, Tom Scott and Tom First, who started their company, Nantucket Nectars, by selling juice from a boat off the island of Nantucket, Massachusetts over ten years ago. They were one of the earliest to market in the new-born, new age beverage industry, and, ultimately, one of the most successful.

One chapter of their success story, however, that doesn’t get as much attention as their juice, is the one they began writing in 1998, when Tom and Tom (as they are affectionately known), created Juice Guys Care, the 501 (c) (3) not-for-profit division of their widely acclaimed company. Clearly, Nantucket Nectars believes that its high quality standards for its juice should be applied to all aspects of the company, including community involvement. Good for them. And good for many deserving nonprofit organizations and charity events with which the company associates itself, such as the Iron Teams Relay, the Ozone Surf Classic, Circus Flora, Adopt-A-Classroom, the Coast-to-Coast Community Challenge, America’s Second Harvest and the Stepping Stone Foundation.

Their most recent public, charitable “event,” however, was perhaps their most noticeable, at least here in my neck of the woods. The Juice Guys recently placed a 48-foot-long “thank you” card for the world champion Boston Red Sox on the grounds of the Hub’s historic Faneuil Hall, giving passers-by the chance to show their appreciation for the local heroes. For each signature on the card, up to 10,000, Nantucket Nectars promised to make a one dollar donation to the Jimmy Fund, the fundraising arm of the Dana-Farber Cancer Institute, one of the nation’s top cancer hospitals. Of course, this was a wonderfully magnanimous gesture. But all the publicity – for the Sox, for the Jimmy Fund and, last but not least, for The Juice Guys – didn’t hurt, either. Everybody felt good. Everybody looked good. Everybody won.

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