Jasper Sweet Shop, Fast Freddie Rodriguez and the Jelly Belly Cycling Team

Having worked on a number of monochrome conversions over the last few days, I needed a slug of colour. My mind turned to the Jelly Belly Candy Company’s shop on the High Street in Jasper, which I visited last September. The trip into the Rockies was to photograph Stage 4 of the cycling Tour of Alberta.

The Sports Beans maker, Jelly Belly, is the title sponsor of the Jelly Belly Cycling Team presented by MAXXIS. Already the longest-running title sponsorship in pro-cycling (17 years), they recently announced that they are sticking around for the next two seasons. Fred Rodriguez won’t be riding with them though. The Bogotá, Colombia born cyclist (known as Fast Freddie due to his sprint finishes), announced his retirement at the end of the Tour of Alberta.