'Against All Odds' Ocean Spray Cranberry Juice Drinks Launch
Debbie Kendall
INTRODUCTION
Ocean Spray Cranberries, Inc. is a marketing co-operative owned by cranberry growers based in Massachusetts.
They harvest 75% of the world's cranberries.
Ocean Spray's primary business is to promote the image, consumption and taste of cranberries.
In recent years, cranberry sales in the United States have plateaued and profits have been squeezed. This is due to generics and housebrands, competition from independent suppliers and share erosion due to 'New Age' juice based introductions.
The business objective was to build a stronger, more sustainable business long term and...