Big Geyser's Jerry Reda on Purity
For insight into those introductions, BevNET recently caught up with Big Geyser COO Jerry Reda to discuss how the company was approaching the launch process for both products.
For Purity Organic
, the key marching order for the Big Geyser sales team can be summed up in one word, according to Reda
"It's an organic premium juice, and in our portfolio, we felt like there was a void there," Reda
"Look, we've had an opportunity to sell three coconut waters, five enhanced waters, all at one time, but it's our policy to pick one brand and really get behind that brand.
and Eve is our conventional Juice Brand, and Purity
is our organic juice brand - and we think there's enough room in the marketplace for both of them to coexist and for us to support them."
Reda said that the company's approach to the brand has been informed by its longstanding relationship with Tom First, the Nantucket Nectars co-founder who joined Anderson's First Beverage Group last year and began helping to run Purity soon after.
Meanwhile, as far as retail accounts, Reda
said Big Geyser
has been targeting higher-end delis and gourmet food stores, as well as natural and organic accounts.
In conventional accounts, he
said, there's a desire to get into organics - and at between about $2.50 and $2.99 at retail (although New York can vary widely when it comes to pricing, even on a block-by-block basis), the brand seems to be finding a pricing niche between products like Tropicana and other pure juices and higher-priced Odwalla and Naked offerings.
"We're looking at retailers who are influencer accounts," he
said, but also ones that are "looking to advance their juice business, to raise the bar by going into organic."
Helping the brand win accounts is recognition of the Purity line of organic fruits, according to Reda
, who called the equity in the name "a great collateral benefit.
compared it to the echo effect that helped assist Sunkist drinks early on.
"I've been very impressed," he
Still, the Big Geyser method is one that also revolves around feedback and insights.
One of those insights came in the form of advice to Purity
to change the label and bottle for the product; the company reduced its "fruit grid" from three rows to two across the line before the Big Geyser launch.
"We had been talking to them for some time, but basically waited for the packaging and label refresh," Reda