Ocean Spray Cranberries has transformed that ubiquitous Thanksgiving side dish into a big business with beverages, cereals, and snacks. Known for its blue-and-white wave logo, Ocean Spray is a top US maker of canned, bottled, and shelf-stable juice drinks. Formed in 1930, the cooperative is owned by more than 600 cranberry and grapefruit growers in North America. It produces juice drinks by blending the cranberries with other fruits, typically ranging from apples to blueberries. Its other products include fresh and dried cranberries, sauces, trail mixes, and instant oatmeal, along with fresh citrus fruits. Ocean Spray sells its products through food retailers, foodservice providers, and food makers worldwide.
Ocean Spray boasts a global business. It supplies cranberry products to food and beverage manufacturers worldwide. The company serves customers in North America, the Caribbean, Central America, South America, Africa, Asia/Pacific, Europe, and the Middle East.
The co-op has production facilities in Florida, Massachusetts, Nevada, New Jersey, Texas, and Wisconsin. Its growers are located in British Columbia, Florida, Massachusetts, New Jersey, Oregon, and Wisconsin.
The food company operates its business through three divisions. Its Foodservice division supplies Ocean Spray products to restaurants, bars, cafeterias, hospitals, and hotels. The company's Ingredient Technology division sells cranberry products for use by global food and beverage makers. Ocean Spray's International division serves the Americas, the Caribbean, Africa, Asia/Pacific, Europe, and the Middle East.
Looking to diversify its products portfolio and further target health-conscious Baby Boomers, Ocean Spray has worked to expand beyond the cranberry's traditional role on holiday tables. The company's promotional efforts have been aided by research showing that cranberry juice can reduce urinary tract infections and fight stomach ulcers. To this end, Ocean Spray has introduced a "white juice" made from pre-ripened cranberries that have a less tart taste, as well as a line of pomegranate juice drinks (pomegranate being one of the superfruits touted for its antioxidant properties). It also has transformed dried cranberries into Craisins, which now show up in co-branded cookies and cereals, and expanded the line with the introduction of pomegranate- and blueberry-flavored Craisins.
Sales and Marketing
Juice remains the co-op's most lucrative product. Ocean Spray squeezes into the top three suppliers in the US juice market. Its namesake juices rank #3 behind #1 PepsiCo (with its Tropicana) and #2 Coca-Cola (with Minute Maid). – less