Co-Founder And Sales And Marketing Director
Phoenix Organics Ltd
Auckland, New Zealand
'In July 2005, Phoenix Organics was sold to New Zealand juice producer Charlie's for NZ$10 million, thus ending the era of ownership by the three founders. Through creation and utilisation of key advantages Phoenix was able to move into a marketplace traditionally dominated by huge multi-national corporations and offer the consumer something fresh and new. That Phoenix Organics managed to undertake this feat whilst adhering to the founder's ecological values, and indeed using these values as a source of advantage, is an inspiration that many mainstream businesses would do well to heed. As the need for ever more sustainable business practices becomes greater, cases like that of Phoenix can be viewed as an alternative way of doing business, and doing it well.' Ref: Nicholas O’Leary , Otago Management Graduate Review, Volume 5 2007