\nEste cofondator al Odwalla, cel mai cunoscut brand de sucuri \u015fi smoothie-uri din Statele Unite, pun\u00e2nd bazele afacerii \u00eempreun\u0103 cu ni\u015fte prieteni, doar pentru a-\u015fi sus\u0163ine cariera de c\u00e2nt\u0103re\u0163 de jazz pe care o avea atunci. O epidemie cauzat\u0103 E.Coli a fost asociat\u0103 cu unul dintre sucurile brandului \u00een 1996, iar v\u00e2nz\u0103rile au sc\u0103zut. Fondatorii au f\u0103cut o nou\u0103 investi\u0163ie pentru a sta la linie de plutire \u015fi au pierdut controlul companiei, pierz\u00e2ndu-\u015fi pozi\u0163iile \u00een consiliul director al acesteia.<\/p>\n
\n\u00cen interval de cinci ani, Steltenpohl a fost nevoit s\u0103 renun\u0163e la business, iar Odwalla a fost v\u00e2ndut\u0103 c\u0103tre Coca-Cola \u00een schimbul a 181 de milioane de dolari.<\/p>\n
\n\u201dNu sunt un evanghelist \u00eempotriva imperiilor corporate. Dar aceste firme au tendin\u0163a s\u0103 \u0163inteasc\u0103 businessurile mai mici precum Odwalla fiindc\u0103 nu pot s\u0103 genereze noi idei intern. Problema este c\u0103 ajung s\u0103 distrug\u0103 ceea ce f\u0103cea ca acele branduri s\u0103 fie unice\u201d, spune \u00een interviul BBC Steltenpohl.<\/p>\n
\nAntreprenorul \u00een v\u00e2rst\u0103 de 62 de ani \u00eencearc\u0103 s\u0103 genereze un nou record cu un alt pariu, compania Califia Farms. Lansat\u0103 \u00een 2010, aceasta are ca linie principal\u0103 de business v\u00e2nzarea migdalelor \u015fi a laptelui de cocos, fie simple, fie \u00een combina\u0163ii cu ceaiuri, ghimbir sau curcuma. Compania, cu sediul \u00een Los Angeles, vinde \u015fi cafea \u00eembuteliat\u0103 \u015fi sucuri naturale, toate produsele av\u00e2nd cantit\u0103\u0163i reduse de zah\u0103r.<\/p>\n
\n\u00cen prezent, industria produselor naturale \u015fi organice genereaz\u0103 v\u00e2nz\u0103ri de 69 de miliarde de dolari anual \u00een Statele Unite.Companii mari din industria FMCG pierd din cota de pia\u0163\u0103 \u00een favoarea celor mai mici care ofer\u0103 produse artizanale, ni\u015fate.Totu\u015fi, Steltenpohl spune c\u0103 marile companii intr\u0103 \u015fi ele pe aceste ni\u015fe, iar cele mai mici trebuie s\u0103 fac\u0103 fa\u0163\u0103 acestei competi\u0163ii. El vrea ca acum s\u0103 p\u0103streze Califia Farms independent\u0103 c\u00e2t de mult timp posibil, reiese din interviul lui acordat BBC.<\/p>\n","protected":false},"excerpt":{"rendered":"
Grec Steltepohl este un pionier \u00een domeniul FMCG. El pierdut \u00eens\u0103 aproape totul dup\u0103 ce prima lui companie a trecut printr-o criz\u0103 de propor\u0163ii, potrivit unui articol publicat de BBC. El a creat nu una, ci dou\u0103 companii produc\u0103toare de sucuri naturale.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[255,32901,8362,16320,272,201,30806,182,6278,5842,274,461,80],"class_list":["post-156448","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-antreprenori","tag-articol","tag-bauturi","tag-bbc","tag-companie","tag-companii","tag-creare","tag-criza","tag-fmcg","tag-grecia","tag-incepere","tag-pierdere","tag-refuz"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/156448","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=156448"}],"version-history":[{"count":1,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/156448\/revisions"}],"predecessor-version":[{"id":156451,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/156448\/revisions\/156451"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=156448"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=156448"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=156448"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}