Tractor CEO Pulling Organics Into Fast Food

 

Tractor CEO Pulling Organics Into Fast Food

Healthy Beverages

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As the foodservice industry’s first and only certified organic, non-GMO drink maker, the Tractor Beverage Company is shaking things up in what has traditionally been a fairly sedate corner of the American restaurant scene. Recently I had the opportunity to ask its CEO, Kevin Sherman, a few questions about the company's efforts to offer diners a choice when it comes to refreshment.

Gary Drenik: Why is it important for your beverages to be non-GMO and certified organic?

Kevin Sherman: We want to produce drinks that stay as close to nature as they possibly can because in our experience that’s when things taste best and that’s what food is all about. Saying no to synthetic inputs of any kind whether it happens on the farm or in our recipes makes sure that every drink we pour is as perfect as it can be. And it’s what people want—according to a recent Prosper Insights & Analytics survey, over a quarter of all adults are purchasing organic juices, and the numbers are even higher for emerging consumer segments like Gen-Z.

Prosper - Organic Product Purchase

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