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|Archives - June 2009|
|Monday, June 01, 2009|
If you are Diane Mahoney, you find new markets in Turkey and China, establish a presence in Arizona and tap into the Beverly Hills celebrity culture to seek out a high-profile endorsement.
Mahoney, the 47-year-old president of Roseburg-based Consumer Health Research, sells nontoxic cleaning products under the Environné label online and through grocery stores such as Trader Joe’s, Fred Meyer and Whole Foods. Her best-selling item is a fruit and vegetable wash that removes dirt, oils and pesticides. She bought the formula and the company in 1996 with her husband, Michael, a child psychologist.
A Blackberry-toting mother of two with a degree in special education, Mahoney has deep opinions about the dangers of pesticides, the connection between toxins and learning disabilities, the murky origins of the food we eat and the awesome power of the $37 billion pesticides industry. She sees her produce wash as a simple solution to serious problems. “For a few dollars per month you can clean all your fruits and vegetables safely and get all sorts of health benefits for your family,” she says.
But while sales have grown steadily (up 7% over the past year), they haven’t taken off, as Mahoney believes they should. A drop in consumer spending last fall kept her just shy of grossing a million dollars for the first time in 2008. Grocery stores have passed on her products because they don’t want to insinuate that their food is not safe.
For Mahoney’s business to soar would require a major behavioral shift, from rinsing fruits and vegetables with water to washing them with nontoxic soap and then rinsing. “We learn in fifth grade that oil and water don’t mix, but people don’t make the connection.”
How to change that, when your energy level is high but resources are limited? Mahoney’s strategy focuses on new markets and consumer education. Consider her recent foray into Turkey, a nation that buys produce from farmers in Russia not known for applying chemicals sparingly. A physician who writes a wellness newsletter recommended Environné and several entrepreneurs in Turkey read the post and smelled opportunity. They contacted Mahoney and started negotiating a deal. Mahoney worked with Alexa Hamilton, an international trade officer with the state, to verify the buyers were legitimate, and once she was satisfied, she shipped the first order. Her Turkish partners have launched a television marketing program that she has seen online, although she doesn’t understand a word of it.
She’s also exploring a partnership with Howenia Foods, which processes dried fruits and vegetables in China. But Mahoney’s greatest challenge is the domestic market. Recent successes aside (including a contract with Fry’s, a 120-store chain in Arizona), she needs to get the word out more effectively, but notes, “I’m not Procter & Gamble.”
Time to get whacky. At a natural products expo in California in March, she learned of a marketing company that organizes “gifting suites” backstage at Hollywood events. Entrepreneurs pitch their products to celebrities, hoping for a glamorous endorsement. It seemed dubious to Mahoney, but when the price dropped from $10,000 to $5,000, she consented. That’s how she got backstage last month at the Gay and Lesbian Alliance Against Defamation’s 20th anniversary ceremony at the Nokia Theatre with Kathy Griffin, Ellen DeGeneres, Gus Van Sant and others in attendance. She didn’t nail the big Ellen endorsement, but she did get votes of confidence from the Desperate Housewives crew and other celebs, plus an invitation to return in August for the Emmys.
Hobnobbing in Hollywood is just the latest adventure for this multi-tasking mom, who mentors Douglas County entrepreneurs in her not-so-spare time. She dreams of manufacturing in Roseburg instead of contracting out, so she can create jobs in her hometown. But first things first: growth. “Once people start using these products, they don’t stop,” she says.
The never-ending challenge is convincing more people to start using them.
Thursday, April 23, 2015
BY JASON NORRIS | GUEST BLOGGER
There are winners and losers with a strengthening U.S. dollar.
Friday, March 27, 2015
BY AMY MILSHTEIN
Damian Smith bets on changing himself — and Portland — through consulting.
Thursday, April 30, 2015
BY JACOB PALMER | DIGITAL NEWS EDITOR
Oregonians are scrambling to get their gardens in order for the summer. Here are three tips from landscaping and urban farming expert.
Thursday, April 23, 2015
BY JACOB PALMER | DIGITAL NEWS EDITOR
The entrepreneurial spirit was alive and well at the Oregon Angel showcase, an annual event for angel investors and early stage entrepreneurs.
Wednesday, April 01, 2015
BY LINDA BAKER
Leaders in Oregon's ag sector gathered this morning in Portland’s Coopers Hall winery/taproom to discuss the role of the region as an export gateway, impediments to exporting products and solutions to containerized shipping challenges.
Thursday, March 26, 2015
BY KIM MOORE
A conversation with Craig Wanichek, president and CEO of Summit Bank.
Monday, April 27, 2015
BY JACOB PALMER
As a general rule, the more people with autism can be provided with visual cues, the better they will be able to understand and manage their environment. It’s a lesson Tom Keating learned well. The 61-year-old Eugene grant writer spent 31 years taking care of his autistic brother James, and in the late 1980s developed a spreadsheet that created a series of nonsense characters that grew or shrank depending on how much money James had in his account.
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|Shades of Gray|
|Man for All Seasons|
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|John Kerry pushes TPP in Seattle speech|
|Big banks hit with $2.5B fine|
|Six Chinese nationals allegedly stole trade secrets|
|Lane Bryant owner to buy Ann Taylor, Loft|
|Apple introduces updated MacBook Pro, iMac|
|Nissan wants its self-driving cars on the road by 2020|
New conference aims to solve challenges, quell fears amid regulatory changes.
Tourism marketing supports entrepreneurship by attracting visitors to all corners of the state.
Beaverton firm's business intelligence platform rivals that of industry heavyweights.
The Oregon Entrepreneurs Network (OEN) will be presenting its third annual Entrepreneurial Summit on Friday, June 5 at Castaway in Portland, Oregon.
On June 13th Mayor Charlie Hales will attend nonprofit organization Dream Change’s inaugural Love Summit and will introduce one of its keynote speakers, Dan Wieden of Wieden+Kennedy advertising agency.
34 spots for food, 17 places to sip, and 7 sites to choose a brew beckon visitors.