Product details

Paul Newman, a widely acclaimed actor, is also a big name in the grocery business today. Set up in 1982, his company, Newman''s Own sells products like salad dressing, popcorn, lemonade and steak sauce in eight countries. What sets the company apart from the rest is the fact that since its inception, 100% of the after-tax profits have gone to several charities in the countries the company operates in. Until November 2003, the company had donated $150 million towards more than 2,000 charities. This case shows how the twin factors of high quality and a noble cause behind the business contributed to its success. The case also depicts how Newman''s popularity helped the brand achieve popularity fast. It offers scope for discussion on whether the success of a cause-based business can generate a palpable trigger effect among other businesses. The case also questions the future prospects of Newman''s Own, since the current generation does not recognise Paul Newman as easily as the older generations.