I was surprised to see the success of the most unlikely company from the website http://www.fastcompany.com/1739774/how-carrots-became-new-junk-food about carrots. The Carrot company, Crispin, has done an amazing job redirecting the outlook of carrots as a food.
It started with the redesign of how carrots looked. Thanks to farmer, Mike Yurosek, for taking the rough, raw skin and stem of the carrot, the baby carrot was born. The old name bunny balls died quickly. The simple new cut increased sales of carrots until a sharp fall in the 2000's. Then marketing wiz, Jeff Dunn from Coca-Cola, turned baby carrots in a new direction.
His goal was not to emphasise that baby carrots were a healthy snack. We already know that. He wanted to turn baby carrots into the new junk food. He already knew how successful junk food sales are, so why not turn carrots into the next coach snack. In his time there, he change the ads to a more fun comical feel to them, change the packaging into more like a Doritos bag, and sealed them so they can be eaten on the go. Crispin CEO Andrew Keller commented about the redirecting, "It's about getting baby carrots into a different category." Now Crispin controls more than 80% of the carrot industry in North and South America, and the Bolthouse farm that produces the carrots makes between $600 to $800 million a year. Now that is really easy on the eyes.
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