Small companies big impressions: how Jones Soda, Wawa Diary and Hirzel Canning outmaneuver the giants in their categories.

Food Processing, May, 2004 by Fusaro, Dave

In the biblical story of David and Goliath, the small boy slays the giant. Our story today has small heroes, but nobody dies.

It would indeed be difficult for Jones Soda to knock off Coca-Cola or Pepsico. Ditto for Wawa Dairy and Hirzel Canning in their categories. But they can inflict some damage. Being small has its advantages. You can be more fleet of foot, take more risks, get excused for making some mistakes. And it doesn't mean you can't hit some home runs.

All three of these companies can claim some firsts. Hirzel was the first company in North America to use a reclosable steel can. Wawa Dairy is quick to try unusual flavors in both milk and other, drinks--getting both pre-launch input and immediate feedback from its convenience store customers....

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