Podcast Summary
Significance of Cranberries in American Culture during Thanksgiving: Cranberries are a major cultural symbol during Thanksgiving, with top-selling products including cranberry juice cocktail, 100% cranberry juice, cranberry grape juice, and jellied cranberry sauce. Ocean Spray dominates the market, and farming is a year-round process.
Cranberries and cranberry products hold a significant place in American culture, especially during Thanksgiving. The top-selling cranberry products in 2022 include 64 ounce cranberry juice cocktail, 100% cranberry juice, 64 ounce cranberry grape juice, 3 liters cranberry juice cocktail, and 14 ounce jellied cranberry sauce. Ocean Spray, which produces 65% of the world's cranberries, is responsible for a large portion of these sales. Cranberry farming is a year-round process, with the most beautiful time being October when the bogs are covered in crimson fruit. Farmers like Sean Cutts have been passing down the tradition for generations. Despite the hard work during harvest season, the Thanksgiving season is a time for recovery and winding down.
Reflecting on Family and Gratitude in November: Ocean Spray, a cooperative of 700 family farms, demonstrates resilience and innovation in the agricultural industry, overcoming the Great Cranberry Scare in 1959.
During the month of November, we can reflect on the importance of family and gratitude. Ocean Spray, a cooperative owned by over 700 family farms in North America, is a unique business model where every cent of profit goes back to the farmers. This cooperative, started in 1930 by three innovative farmers, produces a majority of the world's cranberries without being considered a monopoly due to a 1922 law. However, Ocean Spray faced a significant challenge in 1959 with the Great Cranberry Scare, where a cancer-linked herbicide discovery led to a complete halt in cranberry sales on Thanksgiving. This event served as a wake-up call for the cooperative, demonstrating the importance of resilience and innovation in the agricultural industry.
Lessons from Ocean Spray's diversification: Relying on one product or revenue stream can harm a business. Ocean Spray learned this lesson after the 'Great Cranberry Scare of 1959' and adapted by innovating and diversifying, leading to long-term success. Empathy and awareness in the workplace also contribute to a healthier and more productive environment.
Relying too heavily on one product or revenue stream can be detrimental to a business's long-term survival. This was a valuable lesson learned by Ocean Spray, a cranberry cooperative, following the "Great Cranberry Scare of 1959." To adapt and thrive, the company innovated and diversified its product offerings, introducing juice blends, juice boxes, and dried cranberries, among other items. Another key takeaway from the discussion is the importance of empathy and awareness in the workplace. As highlighted in the podcast "The Visibility Gap," understanding the unseen struggles and challenges faced by colleagues can lead to a healthier and more productive work environment. In the case of Ocean Spray, a significant decision arose when PepsiCo offered to buy a 50% stake in the cooperative. Although some farmers saw potential benefits in the proposal, such as broader distribution and increased scale, others believed that maintaining the cooperative's independence and farmer ownership was crucial for the long-term success of their farms and the cooperative as a whole. The close vote in favor of remaining farmer-owned underscores the importance of considering the long-term implications of business decisions. Since that pivotal moment, Ocean Spray has continued to operate as a cooperative, demonstrating the power of unity and collaboration in achieving business success.
Ocean Spray's Expansion Beyond Thanksgiving Market: Ocean Spray, a cranberry cooperative, innovates and adapts to modern marketplace by introducing new cranberry products and partnerships, including zero sugar juice, chocolate-dipped craisins, cherry-infused craisins, and ready-to-drink cranberry vodka, while remaining agile and appealing to younger consumers through edgy marketing tactics.
Ocean Spray, the cranberry cooperative, has expanded its business beyond the traditional Thanksgiving market by introducing new cranberry products and partnerships. These new offerings include a zero sugar juice line, chocolate-dipped and cherry-infused craisins, and ready-to-drink cranberry vodka. Despite this expansion, the exact percentage of business still tied to Thanksgiving remains unclear. Ocean Spray, which has been passed down through generations of cranberry farmers, faces challenges in terms of access to capital for acquisitions and innovation, as it remains a single-product company. To appeal to younger consumers, the company has embraced edgier marketing tactics, such as the viral TikTok campaign featuring a man skateboarding to work while drinking Ocean Spray. This agility, for a 90-year-old company, showcases the importance of innovation and adaptability in the modern marketplace.
Ocean Spray's Social Media and Influencer Marketing Strategy: Ocean Spray targets younger generations through TikTok and influencer marketing while also embracing tradition by hiring 'Granfluencers' for Thanksgiving campaign. Inclusive strategy to appeal to various demographics.
Ocean Spray is utilizing social media and influencer marketing to appeal to younger generations while also acknowledging and embracing tradition. The company sent a pickup truck filled with Ocean Spray juice to a CEO who filmed a TikTok video attempting to skateboard and drink from the container at the same time. For Thanksgiving, Ocean Spray's marketing campaign includes hiring "Granfluencers," or grandmothers as influencers, to promote both homemade and canned cranberry sauce. By targeting both groups, Ocean Spray aims to win consumers regardless of their preference. The company's strategy is to be inclusive and to appeal to various demographics, demonstrating that tradition and innovation can coexist. Additionally, the discussion highlights the power of social media and influencer marketing in reaching younger audiences and creating buzz around a product.
