Just received another email from Eric. This was posted at 8:36 on a Sunday evening. You have to love this guy!
Memo to Mike DeBoer
Now that a News Release has publicly disclosed on January 11th, 2008 the intention of Winning Brands to accept orders starting in Florida in January, I am able to disclose a bit more about our plans regarding KIND, however the names of participating retailers should, as a matter of respect to them, be announced in combination with them.
Our strategy is not to focus only on prospective launch partners who are the largest retailers in their categories. There is much to be said for growing into the marketplace through suitable relationships for the early stage that a product is at. There are “early adopter” type partners who appreciate being part of something new. It is also inevitable that all processes that are in the early stage also encounter problems. Our policy is therefore to try to iron these out in the early days prior to the full glare of publicity and massive scale (which will only cause the growth pains to be a distraction from the positive developments).
In our opinion, the size of retailer(s) is not the most important predictor of success, but rather whether there is a mechanism in place to grow steadily; production capacity + distribution infrastructure (including breadth of customer base) + appealing marketing elements (value for money, consumer appeal, solving a problem) = successful growth long term. We are deliberately avoiding the “flash in the pan” approach.
We think of this as “success for grown-ups” ; it has real meaning in the community, not just momentary hot list status.
Thank you for your continuing interest in Winning Brands corporation.
Eric Lehner, CEO
Winning Brands Corporation