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Interview: John Williams on Frog’s Leap Sustainable Business Strategy

Bill Roth | Tuesday February 1st, 2011 | 0 Comments

Are you looking for a business strategy to spark your revenue growth? Or maybe you are looking for a job
within a growth industry that would also enable you to contribute toward making the world a little better place to live in?

One market segment to consider is organic foods. The organic food industry has seen its revenues double over the last 5 years to approximately $25 billion in annual revenues. Why? One key reason is that the Awareness Customer is making the connection between what they and their loved ones eat and their health, including their higher health care costs. Today over half of food consumers look at the product label to make sure they are not eating something that could be harmful to them. More telling, research on the 2010 holiday shopping season found an explosion consumer use of smart phones to figure out not only best price options but also what products offer the best quality measured by “in me, on me, around me” impacts.

Authenticity best describes what the Awareness Customer is searching for in terms of price, product quality and supplier integrity. For smaller green businesses, here’s some encouraging news in your battle for market share against the big companies and their national brands: only 19% of consumers think the higher price for a national brand is a good value. And 59% of consumers consider environmental sustainability to be very important in their buying decisions.

John William is founder of Frog’s Leap winery and a role model for how a green business makes money doing right by its stakeholders. Learning by doing, John has developed a hugely successful winery around principals of sustainability and organic farming that are winning him customers, increasing his bottom-line results and nurturing a talented and stable team of work associates. In this interview John speaks to how he has implemented solar power, LEED certified construction and responsible human resources practices to build his business.

If you are ever in Napa Valley, California visit Frog’s Leap to taste some wonderful organic wines and share some laughs with a great guy who enjoys making wine in a manner that aligns with his sense of doing right.

Bill Roth is the founder of Earth 2017 and author of The Secret Green Sauce that profiles best practices of actual companies growing green revenues. Watch other interviews of sustainable leaders at Earth 2017 TV.

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