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Finding organic juice and success
When Mark De Luca was diagnosed with testicular cancer in his early twenties he instantly took on the very loud role of insisting “I’ll be fine”.
“I had to be strong and almost blasé about it as my father was diagnosed with colon cancer at pretty much the same time,” said Mark.
“For his ability to be strong and for poor mum's sake I…tried to convince myself and everyone around me to carry on at full steam ahead throughout the process.”
He credits this strong willed mindset and drive as reason for being the healthy 29 year old that he is today - however there may be a secondary reason for his remarkably good health, too.
At the time of diagnosis, Mark’s long-time mate, Onur Kece, suggested he try a little drunk red lifesaver to help with his recovery during chemotherapy: pomegranate juice.
“My father had prostate issues and was a dedicated pomegranate advocate,” said Onur.
“Being from Turkish origin, it was common knowledge of the pomegranate's healing powers with regard to male cancer recovery especially.”
However the juice in its pure - not concentrate - form was extremely expensive and virtually impossible to get in Australia.
This market potential prompted the friends, who met working in Sydney’s advertising industry seven years ago, to leave cancer behind in favour of a booming business partnership.
“Mark and I at heart are both businessmen who want to succeed in industry. Mark's condition was definitely the catalyst to look at pomegranates, but it wasn't a tough process to connect the dots and see the potential in the sector.”
After 18 months and a six-month stint in Turkey developing supplier relationships and devloping the brand and product range, Mark and Onur launched Found Organic.
Today, their juice range has been extended to seven different types of organic flavours, like sour cherry and orange, and are sold in over 750 places across Australia.
Boutique grocery chains, like Thomas Dux, comprise some of the market, however overwhelmingly the brand’s revenue comes from cafes, currently at 80 per cent of overall net.
The juices contain zero additives, preservatives and artificial flavours however, in a market flood by boutique juices, smoothies and other health products, Found Organic has had to differentiate itself.
The partners say their biggest claim from a product perspective is that they are the only company producing 100 per cent pure, not from concentrate, single origin juice on the market.
“It tastes like it sounds,” they said.
“Organic is not so much to do with the farming conditions as it is to do with a conscious action towards a sustainable future and way of life.”
Included in this mindset is another large selling point: Found is the world’s very first carbon neutral juice company.
To achieve this the company is affiliated with the Carbon Reduction Institute (CRI), who have analysed Found’s entire business model and calculated the amount of energy it takes to create the juice and run the business in its entirety.
The business then pays the equivalent value of the carbon produced, and the money is spend on a host of programs such as waste management reduction, tree planting and the installation of environmentally efficient technologies in which to erase its carbon footprint.
Of course, when so much of the brand’s business involves delivering relatively small quantities of juice to hundreds of small artisan cafes and retailers, transport considerations is a big factor of this initiative.
“Over time working with distribution partners to switch to hybrid and electric vehicles, like big courier companies such as Fedex and UPS use in Europe, the UK and the USA, would be fantastic,” they said.
“Australia seems to be a bit behind in this regard, although the introduction of carbon initiatives and taxes by the government are designed to push business into investing into these sorts of things, so it might happen sooner than later.”
They said that a growing reception and consciousness of health and sustainability in Australia and beyond was a large factor of the business’ boom.
Found recently signed up with distributor MBC, who have a network of 5000 retail clients across Victoria, SA and WA, meaning they’ll only be growing more.
They said Found was expecting sales in the three regions serviced by MBC to equal or potentially surpass the brand’s NSW and ACT takings by the close of summer 2012.
Of course, the nausz needed to create this business before they're both thirty years of age hasn’t come easily. Both admit they’ve faced huge setbacks - “and still do every day” - in the road to success.
They said that any young entrepreneurs looking to succeed should avoid pigeon holing themselves too tightly “unless you have a burning passion to be ‘something’ for the rest of your life”.
“Be prepared for everything and never too proud to take on any task if it means getting the job done. The fundamental rule is keep going and be persistent,” they said.
And then there’s advice for even more important things in life than business success – one’s health.
Now a recovered successful entrepreneur, Mark said the best words he could give to anybody facing a life-threatening illness at a young age was to “definitely take it seriously, and do what you need to do lifestyle wise to recover”.
“But stay as positive as possible in the process by embracing the change you need to go through to live a long, healthy life,” he said.
And drink pure, organic pomegranate juice, of course. |
Tuesday, February 28, 2012 by
Pure guts! Congratulations to you both.
Thursday, August 18, 2011 by
Congratulations guys. You're truly inspirational. And your juice is fantastic too
Monday, August 08, 2011 by
Great work guys! Well done!
Friday, August 05, 2011 by
Not the only company producing 100 per cent pure, not from concentrate, single origin juice on the market. Check out Preshafruit, its 100% Australian & 100% Awesome... www.preshafood.com.au
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