Top Trending: 22 Habits of Successful Leaders

Drink Up

One entrepreneur is using a small sticker to build a big following for his company.
  • ---Shares
This story appears in the September 2006 issue of Entrepreneur. Subscribe »
Reader Resource

Apply now to be an Entrepreneur 360™ company. Let us tell the world your success story. Get Started »

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.

Edition: May 2017

Get the Magazine

Limited-Time Offer: 1 Year Print + Digital Edition and 2 Gifts only $9.99
Subscribe Now
OK

This website uses cookies to allow us to see how our website and related online services are being used. By continuing to use this website, you consent to our cookie collection. More information about how we collect cookies is found here.