‘We’ll use California as a test zone…’

‘We’ll use California as a test zone…’

According to Dunn, who remained at the helm of Bolthouse Farms​​ post the acquisition and then headed up Campbell’s C-Fresh division from the fall of 2014 to October 2016 (when he left to head up the ill-fated Juicero business), “Most of the decline in value happened in the last three years.”​ However, he acknowledges that Bolthouse


According to Dunn, who remained at the helm of Bolthouse Farms​ post the acquisition and then headed up Campbell’s C-Fresh division from the fall of 2014 to October 2016 (when he left to head up the ill-fated Juicero business), “Most of the decline in value happened in the last three years.”

However, he acknowledges that Bolthouse experienced well-publicized challenges while he was still at the helm, recalling 3.8m bottles of its Protein PLUS meal replacement beverages in June of 2016 owing to spoilage issues and losing customers in its carrot operation owing to quality issues compounded by volatile weather.

After he left, claimed Dunn, “There was a kind of fruit basket turnover of management because of a change in philosophy, where Campbell’s put its own executive in and he brought his own team in, who were shelf-stable executives for the most part, and over the next few months most of the senior talent left, including the head of farming, who is now back with us.”

‘They executed a shelf-stable playbook and applied it to a fresh business. It didn’t work’

He added: “They basically executed a shelf-stable playbook and applied it to a fresh business ​[Bolthouse manufactures and markets fresh carrots, refrigerated premium beverages and salad dressings, and has bases in Bakersfield and Santa Monica, CA]. It didn’t work.

“They got rid of the direct sales team, integrated functions to corporate, which took a very fast-paced entrepreneurial business and slowed down its decision-making. They lost control of the operating system, but they also stopped innovating and the innovation they did was ill-conceived.”



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