The Raisin Cartels - A New Sheriff in Raisin Land | 2

Business Wars

Wondery

History, Business, David Brown, Management

4.6 • 13.2K Ratings

🗓️ 25 November 2019

⏱️ 25 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Facing a shrinking raisin market, Sun-Maid hires a new CEO with a mandate to make raisins popular with Millennials. He believes part of the reason consumers are spurning raisins is the price and is set on Sun-Maid paying less money to farmers. This puts him on a collision course with the old school raisin grower who is heading up the Raisin Bargaining Association. With many farmers struggling to make ends meet, the R.B.A. is determined to get the highest price for raisins ever. As the two men clash, tensions escalate to the point of death threats.

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Transcript

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0:00.0	Hey, prime members. You can listen to business wars at free on Amazon music. Download the app today.
0:15.2	It's November 2018 and Harry overly pulls into his driveway after a long day at the office.
0:21.7	Seems like every day is a long day at the office these days.
0:25.0	Coming home is such a relief.
0:27.6	Overlies 38 years old with a handsome clean cut look.
0:31.6	He's just marked his first anniversary as the CEO of Sunmade.
0:36.1	It hasn't gone at all as he envisioned.
0:40.0	As overly approaches his front door, he notices something jammed in the crack.
0:45.7	His stomach drops. He knows immediately this isn't a takeout menu or an ad for a yard service company.
0:52.5	He pulls out the paper and puts it in his pocket. He'll look at it later.
0:57.4	Right now, he wants a moment of peace, the comfort of home.
1:03.8	He's looking forward to relaxing a little and going to bed.
1:08.1	Christina is pregnant with her first child so he knows quiet nights like these are numbered.
1:14.2	Damn, that smells good. The house special, lasagna.
1:19.1	As he helps put dinner on the table, overly thinks about how differently he thought this job would go.
1:25.4	Just over a year ago, he'd been working as the North American head of Deolio,
1:29.8	the olive oil company after stints with wriggly and tree house foods.
1:34.2	When he was offered the job as CEO of Sunmade, it seemed like an exciting next step.
1:39.9	The Sunmade board was ready to shake things up and overly was thrilled he could put his food marketing background to work.
1:47.5	Overly knew that consumers see raisins as a childhood snack, something to pop in your kids lunchbox.
1:53.6	Something you don't buy again until maybe you're baking cookies for the grandkids.
1:58.2	Adults just don't eat raisins, but people are increasingly turning to healthier foods like hummus and protein bars.
	...

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