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Chapter 6 Game Changer 3: Lead Strong > Robert Ehrlich and Pirate’s Booty: Resi...

Robert Ehrlich and Pirate’s Booty: Resilient

Pirate’s Booty has had a lot of trials in its 25-year history, but rough seas have made this brand stronger under Robert Ehrlich’s fun-spirited, adventurous, and adaptive leadership.

The tale begins when founder of Robert’s American Gourmet, Robert Ehrlich, an ex-commodities trader, created Pirate’s Booty in 1986 to market healthy snack foods. Pirate’s Booty followed a short-lived stint when Ehrlich made salad dressing from his mother’s kitchen. The change in the category came when Robert realized that salad dressings hang out in refrigerators for a long time while snack foods have an ongoing consumer consumption.

Ehrlich found out that cheese puffs had no cheese in them and most of the ingredients were unpronounceable chemicals and additives. In response, he developed a line of natural-ingredient products offering healthier options than those currently available. Targeting high-end consumers, the snack was a huge hit, at once “good for you” and, at the same time, delicious. Pirate’s Booty made Vanity Fair’s “in” list of healthy foods.


  

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