How do you make carrots cool? In 2008, when I became the CEO of Bolthouse Farms, that was the question we needed to answer. Like most agricultural businesses, the company had been preoccupied for much of its 93-year history with supply: getting its products—primarily carrots but also juices and dressings—from the field and the factory to the family dinner table. We liked steady, predictable demand, of course, but no one was seeking step-change growth.
A version of this article appeared in the October 2015 issue (pp.43–46) of Harvard Business Review.
