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Oregon Cherry Growers: Strategic Sales Turnaround and Growth in the Food Manufacturing Industry
Facing a multi-year decline in sales and the loss of key customers, Oregon Cherry Growers partnered with OneAccord to revitalize growth, restore customer relationships, and implement a sustainable strategic plan.
The Challenge
Oregon Cherry Growers experienced a significant downturn over several years:
- Sales peaked at $65 million, then declined to a forecasted $50 million.
- Loss of a $3 million account with Sonic.
- Siloed sales and operations teams hindering collaboration.
Recognizing the need for external expertise, the CEO sought OneAccord’s assistance to address these challenges.
Our Approach
OneAccord’s engagement evolved over nearly two years:
- Phase 1: Discovery & Strategy Development (60 Days)
- Conducted a holistic review to identify new markets and growth opportunities.
- Addressed the disconnect between sales and operations, fostering collaboration.
- Established a clear sales methodology and developed a 60-day action plan.
- Phase 2: Execution & Growth (90 Days)
- Implemented the new sales process and improved cross-departmental communication.
- OneAccord assumed the role of VP of Sales and Marketing during the engagement.
- Focused on business development efforts to restore key customer relationships.
- Phase 3: Leadership Transition & Long-Term Planning (18 Months)
- Provided interim executive leadership to oversee sales, marketing, and operations.
- Built an integrated sales operations and business development framework.
- Expanded the sales funnel from $2 million to $24 million and secured $7 million in hard orders.
Key Wins
- McDonald’s: Secured a $7 million opportunity, immediately winning $3.5 million of the business.
- Costco: Aligned product offerings with Costco’s strategy for premium products.
- Sonic: Regained the lost account by developing a proprietary product with new specifications.
- Sysco: Increased market share to 80% by reducing sugar content, responding to commodity price changes.
The Outcome
The strategic initiatives led to remarkable improvements:
- Revenue Growth:
- Sales rebounded to $56-58 million during OneAccord’s engagement.
- Reached $65 million in the second year.
- Exceeded $70 million upon OneAccord’s exit and hiring of a new VP of Sales.
- Strategic Planning:
- Led the executive team and board through a comprehensive 5-year strategic plan.
- Successfully transitioned systems and processes to new leadership.
- CEO’s Retirement:
- The CEO retired with recognition for achieving the company’s highest revenue in over a decade.
From the Client
“OneAccord’s strategic guidance and hands-on approach were instrumental in reversing our sales decline and achieving record growth. Their expertise in aligning departments and restoring key customer relationships provided us with a solid foundation for sustained success.”
— CEO, Oregon Cherry Growers
Why This Case Matters
Oregon Cherry Growers’ experience demonstrates the impact of strategic intervention and cross-departmental collaboration in reversing sales declines. By addressing operational inefficiencies and focusing on customer relationship restoration, businesses can achieve significant growth and long-term sustainability.
Client Profile
Industry: Food
Location: Oregon
Engagement Length: Nearly 2 years
Primary Focus: Sales Decline Reversal & Strategic Planning
