open risk taker ,(Andy Berliner)

OPEN RISK TAKER

Andy Berliner, co-founder, and CEO of Amy’s Kitchen, a leading producer of organic frozen foods distributed in health-food stores and supermarket. He identified a growing trend in America’s eating habits and pounced on it. Since its launch in 1987, the company has grown an average of 20 percent each year. Amy’s Kitchen makes more than 160 organic, vegetarian products; generates annual revenues of $270 million; and employs 1500 people in Santa Rosa, California, and Medford, Oregon.

             Andy Berliner showed he was an open risk taker when he uncovered that goldmine of an underserved niche market by had a trip to his local health- food store in search of healthy pre-packaged meals. He found that the food that brought were horrible and just simple leaving a bad taste in his mouth. Craving so much for healthy and tasty pre-packaged food, Andy decided to trust his gut and just start his business with selling his gold watch, using his wife’s car as collateral, and forging ahead at age forty. It showed that Andy Berliner brave to take risk and willing to have a try with sold his assets to increase his capital of business. He trust his gut, rather than relying on market research. In addition, another proven that Andy Berliner is an open risk taker is because he have the courage to start his business at the age forty although he knew that the risk is high.

            To exploit the competitors’ weakness and make it their company’s strength, he and Rachel decided to make sure all their brand’s meals were organic, vegetarian, and tasted great. After launching, demand for their first product climbed to more than 2,400 a day, which overwhelmed the production of capacity of their subcontractor. Andy decided to reinvent his company to the manufacturer. Andy and Rachel traveled to trade shows and made sales calls in person around the country, building their business through face to face meeting and getting noticed without expensive advertising. Andy started to reinvent his company to manufacture and it had proven that Andy Berliner be bold in making innovation and try new things even know that high risk existed.

In conclusion, Andy Berliner be brave to make innovation, keep trying although there is high risk existed, and willing to open the new market and forging ahead at age forty. This was the value that showing he was an open risk taker.