a high tide floats all boats

4/8/08
by Matt Collins, CFO

Matt Collins, second from left, at Expo West 2006

In 2005, we attended the Natural Product's show in Anaheim for the first time. As all in the industry know, this is the show — both in terms of its impact in the natural foods market and its size. I always put up a good front in these types of situations and this was no exception; I’d be lying if I said I didn’t have some trepidation about competing with so many top notch products.

As we went about setting up our booth the day before the event, I noticed a guy eyeing us from afar. He was wearing a t-shirt branded with a competitor’s logo. As he began to approach I thought to myself ‘game on’ and I braced myself for digs and challenges. Once he got closer, though, he surprised me by saying “nice booth”. Surely, this was a slam of some sort couched in a compliment. But I soon realized it wasn't. He introduced himself, we talked about the upcoming show, and it became clear that what he meant by “nice booth” was “nice booth”.

This is only one of many instances in which colleagues from other independent natural beverage companies have recognized our efforts and proven their willingness to offer genuinely thoughtful advice or a helping hand. Perhaps the reason it sticks out in my mind is something that this "competitor" said at the end of our conversation — a high tide floats all boats.

At that moment I realized that, as much as we are competing with one another, this is anything but a zero-sum game. The successful tapping of new markets by one of us benefits us all. This is good for our bottom lines, and it has created a solidarity of sorts in which competitors have also become good friends. A big thank you to Ike (Penta), Todd (Hi Ball), Chris & Adriana (Zola), Steve & Jeanette (Gus), Mike (Vita Coca) and all of the other folks who have helped to make this one of the most professionally and personally rewarding
jobs I’ve ever held….continued good luck in your (and our!) success.