Orville Redenbacher Popcorn
History
Before he and partner Charlie Bowman bought the George F. Chester and Son seed corn plant near Valparaiso, Indiana in 1951. Orville Redenbacher spent about 15 years seeking the popcorn lover's version of the Holy Grail - a fluffier kernel that pops at a near- perfect rate. To find it, he pollinated an estimated 2.25 million stalks of corn, experimenting with some 30,000 hybrids.
"I suppose that my persistence and stubbornness were somehow responsible for what success I've had," Redenbacher once said. "I had been told I was looking for a will-o'-the-wisp, to leave well enough alone. I didn't listen."
"I suppose that my persistence and stubbornness were somehow responsible for what success I've had," Redenbacher once said. "I had been told I was looking for a will-o'-the-wisp, to leave well enough alone. I didn't listen."
After they settle on a hybrid: “Red Bowl”, they bought the company and rename it “Chester Hybrids”
Company's success
1. Net worth of buisness
By the mid 1970s, Redenbacher and Bowman had captured a third of the unpopped popcorn market.
According to industry estimates, the brand, still the national leader in the $1 billion annual popcorn market, accounts for about 45 percent of the microwave market.
These amazing successes are not all coming from luck.
There are two crucial advantage determined company’s successes: Orville’s persistence and his media experience
According to industry estimates, the brand, still the national leader in the $1 billion annual popcorn market, accounts for about 45 percent of the microwave market.
These amazing successes are not all coming from luck.
There are two crucial advantage determined company’s successes: Orville’s persistence and his media experience
Depend on his fluffy popcorn and his iconic appearance. Orville frequently showed on TV commercials, catches national attention.
Redenbacher first appeared on national television in 1973
Some customers wrote letters asking if Redenbacher was a real person, and not an actor (see, e.g., Bartles & Jaymes). He responded to this by appearing on various talk shows, professing his identity.
Public relation is also a weapon of him to expand his empire. When his product debuted at Marshall Fields, he rented Chicago's prestigious Gas Light Club and held a party for influential food editors. The exclusive location helped get him a good turnout and lots of ink, Smith of the Popcorn Institute says.
Redenbacher first appeared on national television in 1973
Some customers wrote letters asking if Redenbacher was a real person, and not an actor (see, e.g., Bartles & Jaymes). He responded to this by appearing on various talk shows, professing his identity.
Public relation is also a weapon of him to expand his empire. When his product debuted at Marshall Fields, he rented Chicago's prestigious Gas Light Club and held a party for influential food editors. The exclusive location helped get him a good turnout and lots of ink, Smith of the Popcorn Institute says.
But his success is not all by his own. Actually this Chicago Ad agency helped Orville’s brand first got national popularity.
The agency instructed Redenbacher to put his name and face on the label. The unique name - combined with Redenbacher's familiar suspenders and bow tie - got him noticed and made him a bit of a celebrity.
Public relations consultants taught him how to "bridge" most conversations into a talk about popcorn.
As the product began to catch on, Redenbacher took on a grueling six-month promotional tour that had him on radio shows and meeting with newspaper reporters six days a week.
“Learned To Chat, Not Sell” become his business slogan
The agency instructed Redenbacher to put his name and face on the label. The unique name - combined with Redenbacher's familiar suspenders and bow tie - got him noticed and made him a bit of a celebrity.
Public relations consultants taught him how to "bridge" most conversations into a talk about popcorn.
As the product began to catch on, Redenbacher took on a grueling six-month promotional tour that had him on radio shows and meeting with newspaper reporters six days a week.
“Learned To Chat, Not Sell” become his business slogan
2.Bought out by ConAgra Foods
In 1976, Redenbacher sold the company to Hunt-Wesson Foods, a division of Norton Simon, Inc. In 1983, Esmark purchased Norton Simon, and the next year (1984), Beatrice Foods acquired Esmark. In 1985, Kohlberg Kravis Roberts acquired Beatrice with the goal of selling off businesses. In 1990, they sold the popcorn business and other old Hunt-Wesson businesses to agribusiness giant ConAgra.
But Orville continued to provide gourmet popcorn and made several improvements. And the company still keeps the leading popcorn industry position nationwide till now.
But Orville continued to provide gourmet popcorn and made several improvements. And the company still keeps the leading popcorn industry position nationwide till now.
Taking Responsibility
Another sign of success for Orville Redenbacher Gourmet Popping Corn and ConAgra foods is the responsibility they show. In April of 2013, ConAgra recalled 14,000 cases of Orville Redenbacher Ready-to-Eat Popcorn because of a possibility of an allergen getting in to the bags. An online article on the recall shares what ConAgra said about the recall: “Certain bags of the Kettle Korn flavored ready-to-eat popcorn may have inadvertently been filled with white cheddar flavored popcorn, which contains and allergen, milk.” ConAgra issued the recall after a consumer contacted the company about the mistake. Even though there were no reported illnesses, ConAgra still took the responsibility to take care of their mistake even at the cost of ruining their reputation.
Orville Redenbacher popcorn product
1. Original Product
1965, The first product Orville invented is already a bomb. In contrast to garden-variety popcorn, whose kernels expand some 20 times their original size when popped, the Redenbacher-Bowman "snowflake" variety expanded as much as 40 times, producing a lighter, fluffier product.
Until Mr. Redenbacher and his partner, Charlie Bowman, achieved their breakthrough in 1965, popcorn was essentially the same product the Iroquois Indians had introduced to the Pilgrims at the first Thanksgiving more than three centuries earlier. And for that matter, the Iroquois variety was virtually unchanged from popcorn archeologists have traced back 5,600 years.
Until Mr. Redenbacher and his partner, Charlie Bowman, achieved their breakthrough in 1965, popcorn was essentially the same product the Iroquois Indians had introduced to the Pilgrims at the first Thanksgiving more than three centuries earlier. And for that matter, the Iroquois variety was virtually unchanged from popcorn archeologists have traced back 5,600 years.
2. Development Of New product
Now the Orville popcorn has been designed easier, more convenient to eat and still keep the tasty flavor.
It offers customers plenty choices of flavor to satisfy every customers expectation.
18 flavors boost Orville Redenbacher popcorn to perfection. Flavors like signature BBQ, Sharp white cheddar, Classic kettle corn attracts more customers and make Orville popcorn more varied.
His product also cares about healthy issue and invented a nearly fat-free product SmartPop!, which only contains 100 calories per six cups. They are Healthier, but even more delicious.
Popup Bowl, eat whenever you want. Just put the bag into microwave, when take it out, it already becomes Orville fluffy popcorn.
It offers customers plenty choices of flavor to satisfy every customers expectation.
18 flavors boost Orville Redenbacher popcorn to perfection. Flavors like signature BBQ, Sharp white cheddar, Classic kettle corn attracts more customers and make Orville popcorn more varied.
His product also cares about healthy issue and invented a nearly fat-free product SmartPop!, which only contains 100 calories per six cups. They are Healthier, but even more delicious.
Popup Bowl, eat whenever you want. Just put the bag into microwave, when take it out, it already becomes Orville fluffy popcorn.
Creepy Version