Magazine article Management Today

Brain Food: Decisions - Bill Jordan, Co-Founder of Jordans

Magazine article Management Today

Brain Food: Decisions - Bill Jordan, Co-Founder of Jordans

Article excerpt

As a small company, we had to be first in. It was no good going to a supermarket buyer and saying we've got a great copy of an existing product - they'd just tell us to clear off. We had to be in there first. They asked us if we thought there was a market for cereal bars, and we said: Of course there is; it's natural, convenient and healthy. The confectionery market is worth pounds 3 billion, but it's just empty calories; this has got healthy stuff, it's just as convenient, and it's the way the market's going. Then the supermarkets said: How do you know? And we said: There isn't any information - it wouldn't be a new product if we had. If Nielsen had got figures, every uncreative sod in the world would be doing cereal bars.

We launched it in 1980 and it took us six months to make the first million bars. A year or two later, we were doing about two million bars a week.

MY WORST ...

We came into natural foods not really knowing much about it. …

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