Green juice captures UBC’s Live Case Challenge, and wins $5,000

Management students (from left) Jonathan Donahoe, Alan Blackwell, Kirsten Haayer and Olivia Johnson hold the Argus Cup after winning the 2017 Live Case Challenge.

Canned healthy drinks, starting with a range of quality greens you can drink on the go, was the winning idea in this year’s Live Case Challenge, held by UBC’s Faculty of Management Thursday.

UBC Okanagan students Alan Blackwell, Jonathan Donahoe, Kirsten Haayer and Olivia Johnson won the sixth annual signature experiential learning competition sponsored by Argus Properties, which challenges students to devise an innovative solution to a complex problem.

Every year, third-year Bachelor of Management students at UBC’s Okanagan campus are challenged to solve a real or “live” problem on behalf of a client organization. Students must draw on their management education to analyze the case, research industry practices, inform decisions and develop a comprehensive presentation with solutions and recommendations.

“By engaging community partners, students, faculty and staff on contemporary challenges in the region, Live Case Challenge brings to life our faculty’s commitment to regional development and experiential learning,” says Mike Chiasson, Faculty of Management director. “I am extremely proud of the collective learning, insight and future social and economic opportunities unleashed through Live Case.”

This year, SunRype asked students to provide recommendations that could deliver future growth. An iconic Okanagan organization, SunRype is Western Canada’s leading producer of apple juice and fruit-based snack bars, with Blue Label juice cartons and Fruit to Go snacks available at most retailers. SunRype has already invested in several new, non-fruit based products hoping to leverage existing company strengths to increase offerings and enter new market segments.

“SunRype has been very excited to be part of the Faculty of Management’s classroom experience,” says SunRype Chief Financial Officer and VP Finance Amanda Burns. “We welcome fresh thinking and new ideas, and Live Case Challenge delivered. It is impressive what the students accomplished.”

The winning team proposed extending the SunRype brand into a new category targeted at the health-conscious customer. They suggested targeting millennials who grew up with SunRype juice and now want more green vegetables like cucumber, spinach and kale in their diet, without spending time using a blender or opening a carton to pour the beverage into a glass.

Sponsored by Argus Properties Ltd., Live Case Challenge showcases how management students collaborating with organizations can contribute to flourishing and sustainable organizations, businesses, communities and regions. The winning team receives the coveted Argus Cup and a $5,000 award.

“Argus is proud to support the community, education and what UBC’s Okanagan campus means to the entire region. It’s really exciting to see the opportunity the students have to learn from a live case that’s local,” says President and CEO of Argus Properties EJ (Ted) Callahan. “These students are the future of the Okanagan, and we congratulate all of them for their efforts.”

For more about Live Case Challenge and Argus Cup, contact the Faculty of Management at UBC’s Okanagan campus.

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