William Hargis, president of Switch Beverage Company, sees big potential for The Switch, his company’s carbonated 100% fruit juice line. Sales of juices and soft drinks in the U.S. totaled $61 billion last year, he noted, adding that The Switch has market potential in both categories.
Since its inception in 2002, Switch has savored rapid growth. “We are doing close to a quarter of a million cases a year right now,” Hargis said. The company’s bottled and canned juices are sold in natural food stores in all 50 states, as well as in gourmet markets, delis and coffee shops, according to Hargis. In addition, products are sold in some supermarkets, such as Kroger, as well as in Costco and Sam’s Club warehouse stores. Switch has also successfully penetrated the educational market: “I’d say about 30% of our business is in schools. It’s getting big,” said Hargis.
Most of the company’s school sales are occurring in California, where a new...
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