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The CEO of Bolthouse Farms on Making Carrots Cool
Dunn, JeffreyArticle HBS-R1510A-EMarketingWhen Dunn became the CEO of Bolthouse, in 2008, he had 20 years' experience in the soft drinks industry. If Coca-Cola could persuade people to drink more than a billion servings of its soda each day, he wondered, why couldn't Bolthouse do the same for a vegetable? He and his team decided to use some of the tactics of junk food companies, which are experts in demand creation. "Eat 'Em Like Junk Food," Bolthouse's multimillion-dollar marketing camp...Starting at €8.20