Bronco’s Bright Green Future

Posted on June 10, 2016

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When Rare Earth, Bronco Wine Company’s newest wine brand made from organic grapes, hit the shelves of 450 Trader Joe’s stores in February, its arrival raised the question: Will Rare Earth be Bronco’s next Charles Shaw? During an interview with Bronco CEO Fred Franzia shortly after his polarizing keynote at the Unified Wine & Grape Symposium in January, his reply to that million-case question stacks up in favor of the nation’s leading organic retailer. “If Trader Joe’s positions Rare Earth to be the number one organic item in America, it will be,” says Franzia, who believes that quality and accessibility will qualify the red blend (which retails for $7.99) to become the Charles Shaw of the organic category.  Read the complete article here – Franzia Bronco May 2016