Business Wars The Raisin Cartels - A New Sheriff in Raisin Land | 2
Nov 25, 2019
Harry Overly, CEO of Sun-Maid in 2018, discusses his mission to make raisins appealing to Millennials while tackling a declining market. As he pushes to lower prices, tensions rise with traditional raisin growers who are fighting for higher payouts. Overly's withdrawal from the Raisin Bargaining Association ignites a fierce power struggle, leading to dramatic confrontations and even death threats. The clash between modern branding strategies and old-school farming values highlights the volatile nature of this sweet industry.
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Death Threats
- Harry Overly, Sun-Maid's CEO, finds a threatening note, the fourth in a month.
- He suspects it's related to his plans to lower raisin prices, causing conflict with growers.
California Raisins Ad Campaign
- Sun-Maid's previous ad campaign with singing raisins was a huge success, boosting sales by 20%.
- Disputes over character usage led to the campaign's premature end.
Millennial Nostalgia
- Overly aims to revive raisin popularity among millennials by associating raisins with nostalgia.
- He believes millennials' fondness for vintage items can be leveraged to boost raisin sales.