Ellis won't rejoin Charlie's board

Marc Ellis

In surroundings more at home to The Sound of Music's Von Trapp family, Charlie's held its annual meeting today with celebrity Marc Ellis saying he would not be rejoining the juice company's board.

"Marc yesterday advised the board that he has withdrawn his nomination to rejoin the board," chairman Roger Gower said.

"Accordingly the resolution regarding his nomination is withdrawn."

Mr Ellis is, however, to remain an integral part of the Charlie's brand, education programme and new advertisement campaign, added co-founder and managing director of Charlie's Stefan Lepionka.

Present in the board room were a group of "nuns", "to illustrate the word that truly sums up Charlie's brand -- honest," Mr Lepionka said.

Not, as Mr Gower earlier joked, that the company was planning a stage version of The Sound of Music, or anything "to do with habits or convictions".

Company figurehead Marc Ellis stepped down from the Charlie's board following a high-profile criminal conviction for possessing the drug ecstasy.

To illustrate the company's new found maturity, Mr Gower said as part of its search for business opportunities outside of its current base it had come close to purchasing another juice company.

"Upon detailed investigation we knew that this was not the right path for us and decided not to move forward with the deal," he said.

Mr Lepionka said Charlie's will continue to search for business opportunities.

"If we do find the right opportunity, then make no mistake, the message to the industry will be a clear one: we are serious about where we are going with this company."

Charlie's recently added New Zealand's first Not From Concentrate (NFC) Tomato, and NFC White Grapefruit juice to its product range, bringing the total number of juice varieties to 10.

The addition of a new 350ml range brings the amount of pack formats to six.

Charlie's have also recently introduced NFC fruit smoothies -- "another New Zealand first," Mr Lepionka said

He said the company's 600ml juice has become the No 1 selling juice product in its category for corporate-owned Shell and Mobil service stations.

Charlie's will soon be increasing its product range in these outlets, he added.

"We promise you today that no effort will be spared in reaching our ultimate goal: 1000s of our own branded fridges in the route trade for years to come."

Mr Lepionka said that the company's goal of a grocery distribution work is a reality.

"We now have significantly more capacity for growth both in volumes and sales and with the addition of other lines to our grocery business we have sent a clear message to the market that Charlie's is serious about becoming a one-stop premium beverage shop."

Shares in Charlie's were trading down 2c at 14c in midday trading, having traded between 35 and 9.5c over the year.

- NZPA