Drink Up

One entrepreneur is using a small sticker to build a big following for his company.
Magazine Contributor
1 min read

This story appears in the September 2006 issue of Entrepreneur. Subscribe »

Orange juice may be a breakfast staple, but if Brad Oberwager has a say in the matter, it won't be for long. In 2004, he launched Sundia, a juice company he describes as a "branding company first." Indeed, he's leaving the watermelon production to the nation's estimated 1,070 watermelon growers and offering them discounts on the stickers retailers require on produce. It's a way to make a name for Sundia and drive sales of the company's line of watermelon-based juices, which can already be found in 3,000 retail locations nationwide.

In the early days of his startup, Oberwager, 36, found his niche while painstakingly researching the market: "I realized there was an opportunity to brand watermelon--and that no one had done it before."

Until Sundia, that is. And sales in 2006 are expected to reach a sweet $2.2 million--not surprising, now that 1 in 3 watermelons sold in the U.S. carries the Sundia brand label.

More from Entrepreneur

David provides constructive insight to help businesses focus on their company growth, build brand awareness and know when and how to raise money.
Book Your Session

In as little as seven months, the Entrepreneur Authors program will turn your ideas and expertise into a professionally presented book.
Apply Now

Are paying too much for business insurance? Do you have critical gaps in your coverage? Trust Entrepreneur to help you find out.
Get Your Quote Now

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.