The 2010 Inc. 5000: Companies at Work

Kevin Cooley
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Building a Brand

Serial entrepreneur Brad Oberwager founded Sundia (No. 130) in Oakland, California, in 2004 with the goal of creating the first national watermelon brand. To that end, he began licensing the Sundia brand to watermelon distributors, including Timco Worldwide, which packages and transports the fruit grown on this 5,000-acre farm in Bakersfield, California. Distributors, in turn, benefit from Sundia's nationwide promotional campaigns, deals on bulk packaging, and other perks. In the past year, the $6.1 million company has shifted its focus to sales of fruit cups, none of which feature watermelon, in stores such as Kroger and A&P. "Watermelons got us here," Oberwager says. "But we are bigger than them now."