Sweet Success: First Juice

While it may take some entrepreneurs years to develop a successful and profitable business, David Glasser, founder and CEO of Randolf, NJ-based First Juice, managed to do so in less than three years in the overcrowded juice market. His products, organic juices for toddlers and kids, hit national shelves in Babies “R” Us and Whole Foods a mere two-and-a-half years after he became so fed up with the high content of sugar in his children’s juice, he decided to create his own.

Sugar and spice aren’t always nice

In mid-2005, Glasser started searching through various brands and ingredients, trying to find a beverage that would fit not only his children’s nutritional needs, but also their tiny taste buds. After investigating what was available on the market, Glasser came back with some interesting results.

“I started reading about all of the sugars in a typical children’s juice drink,” he says. “I found that children develop their food taste preferences by the age of two. That’s not a good time to drown them in sugar. And when I looked at the juice beverage market for kids, I wasn’t seeing true innovation. In fact, I was finding the same items that I grew up with.”

Because Glasser wanted to feel good about what he was handing his daughters, and was appalled by the growing childhood obesity and diabetes epidemic in the United States, he sought to make a change. By the end of 2005, Glasser was sure he could revolutionize the children’s beverage industry with two different innovations: an environmentally-friendly package that could be reused, and a nutritious, yet tasty, juice recipe that wouldn’t overload kids with sugar.

Hiring the right people

Glasser had a background in the alcoholic beverage industry as part of the management team at Pete’s Wicked Ale, and understood that customizing his message and mission to his target market was just as important as the contents of his juice.

“Developing a brand is very important,” he says. “The words you choose (for your messaging) are also very important, and I needed to surround myself with people who are good at what they do.”

In April 2006, Glasser met his current vice president of marketing, Cheryl Thomas, in Randolph, NJ, through his wife, Eileen. Thomas and Eileen Glasser were at playgroup together with their children and started talking. Soon, Eileen realized Thomas shared her and David’s passion for children’s nutrition. “Cheryl felt the same way I did; she wanted to make something honest, something genuine, and something sincerely healthy for our kids,” Glasser says. Thomas had recently left M&M Mars to spend more time with her children, and because working in such a large company limited her ability to promote new messages to consumers.

It was through teamwork and shared viewpoints that Glasser was able to grow his company in unique ways with Thomas on board. With their shared passion, they were able to enlist Haley Johnson Design, who also shared their passion to develop healthy juice for kids. They believed in the idea so much they worked for First Juice for a reduced cash fee, plus stock. While finding employees who share your passion is a key to success, Glasser also says it’s important to have varying viewpoints.

“My father taught me an important piece of advice: if there are two people working together and they always agree on everything, one of them is unnecessary,” he says. Glasser believes that having people around you that hold different opinions and are willing to offer their  perspective will benefit the growth of your company.

Marketing & Scaling