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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.
Friday, February 20, 2015
BY APRIL STREETER | OB CONTRIBUTOR
Leslie Carlson channels the big idea.
Friday, March 27, 2015
BY ROBERT MULLIN
A new energy-sharing agreement sparks concerns about independence and collaboration in the region's utility industry.
Friday, March 13, 2015
BY JACOB PALMER | OB DIGITAL NEWS EDITOR
Ten startups have secured venture capital, angel or seed funding in 2015.
Thursday, March 26, 2015
BY JACOB PALMER
Power lunching at the Court Street Dairy Lunch in Salem.
Tuesday, March 10, 2015
BY JACOB PALMER | OB DIGITAL NEWS EDITOR
Baseball is returning to Portland and city officials are hoping economic opportunity comes with it.
Friday, February 20, 2015
BY AMY MILSHTEIN | OB CONTRIBUTOR
Don’t just sit there. For a healthy workplace, move up and down — and all around.
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A new report highlights how Oregon bankers are giving back to their communities.
Since 1932 Tidewater Transportation & Terminals (operating as Tidewater Barge Lines and Tidewater Terminal Company) has operated a multicommodity transportation and terminal company based in Vancouver, Washington. The friendly expression on the company’s shipping containers reflects the attitude of about 330 safety and community-conscious employees but belies how complicated the barge business really is.
The Port of The Dalles has run marine facilities since the 1930s, but they are part of a larger mission to strengthen the local economy. They focus on regional economic development with a strong bent toward adding good-paying jobs in high tech, manufacturing and other industries.
Providing attendees with unique taste of the Northwest Reception.
CFM Strategic Communications turns 25 this year and is celebrating with a revamped website, special events for firm alumni and clients, a special-label wine and a list of 25 stories about its client work over the past quarter century.
The Atkinson Graduate School of Management at Willamette University has maintained its business accreditation by AACSB International—The Association to Advance Collegiate Schools of Business.