Tell us a bit about Core Power and how Fair Oaks Farms Brands – its parent company – came to be.The mission of Fair Oaks Farms Brands is to build a branded health and wellness platform, powered by the nutrition of dairy, in a wide portfolio of great-tasting products that allow you to live life to the fullest. It all starts with responsible agriculture and animal care you can trust. Our vision is that Fair Oaks Farms Brands will play a leadership role in us having a very healthy productive planet full of very healthy people as our population expands.
Steve Jones, Core Power
When you combine sensational-quality milk with this proprietary technology, you get Core Power. One of our most distinguishing qualities is our ingredient list, which is only four lines long. That’s what makes it taste so great. Core Power is marketed as a high-protein sports recovery beverage. But athletes are not the only people who need protein. When we exert ourselves, our muscles lose protein. We need protein to regain strength and build lean muscle. And since our bodies don’t produce enough protein, we need to ingest it.
Mike launched the product as Athlete’s HoneyMilk in 2010. I came onboard about that time as an advisor before making a full-time commitment at the end of 2010. We re-launched the brand under the Core Power name in 2012 when
How did you connect with VEB?We were not really seeking funding at the time because we were, and still are, a very young company. But we quickly realized that only
What specifically did Coke bring to the table?Distribution and marketing are two things all start-up brands need. We knew that only the Coke system could get Core Power into the outlets we need to succeed through their reach and customer relationships. To us, it was an opportunity to go further faster.
In a prior life, you
were chief marketing officer at
Coca-Cola has evolved into an informed and
engaged player in the entrepreneurial space. Somewhere along the way, they came
to the realization that while they may not invent the next big thing themselves,
they should be out there discovering opportunities and forming these partnerships
early on. VEB has built a keen understanding and tolerance for the high-risk
nature of the entrepreneurial world. And they’re not only interested in investing
in emerging brands, but also helping the entrepreneurial community at large
become more successful. The VEB team goes to great lengths to help these
entrepreneurs, including many they’ll never partner with.
Coca-Cola and president of The Minute Maid
Company. As a Coke exec-turned-entrepreneur, how would you describe the
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