LyrArc Article Gist
Hamdi Ulukaya on how he started the Chobani brand of yogurt and the company from an idea and a postcard about a Kraft yogurt plant put up for sale in Columbus, New York. Here Hamdi is interviewed by the WSJ's Sarah Needleman. He describes how he developed the recipe with a master yogurt maker from his home country of Turkey, knowing that he had only one shot to get it right. That included pricing because Greek yogurt is costlier to make. The idea came from the postcard which made Hamdi think about the fact that always astonished him- that there was no quality yogurt in the U.S. He hired five people in the plant, had the walls painted, and the master yogurt maker as the sixth employee. The yogurt was introduced in 2007. The pricing had to be right- costing betwen $1.00 and $1.30, not too high. He decided on giving out free samples to get people introduced to the product and had a sampling truck go around the country, similiar to what Ben & Jerry's did with their ice cream in the early days. To avoid costly ad campaigns Chobani was introduced using bloggers, Facebook and Twitter to reach consumers directly.