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Within a few weeks of launch, very large orders started coming in by 2009 the company was selling 200,000 cases of yogurt a week. And he spent a lot of time determining the right unit selling price. He negotiated with retailers over their slotting fees. Three crucial decisions allowed him to finance growth after the business took off: He insisted that Chobani be sold in mainstream grocery stores and be stocked in the dairy aisle alongside existing yogurt brands. They spent two years perfecting their recipe, and Ulukaya worked hard to get the packaging just right. Against the advice of his attorney and business adviser, he bought the factory with a bank loan backed by the Small Business Administration and immediately hired a master yogurt maker from Turkey. When he moved to the United States, in 1994, he found the yogurt to be “disgusting-too sugary and watery.” So he made his own at home.īy 2005 he was running a cheese factory in upstate New York when he saw an ad for a run-down but fully equipped yogurt factory that Kraft was divesting.
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