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Nudie Juice founder; achieved $18m turnover in two years
Imagine Tim Pethick’s delight when, after just two years in business, his fresh juice brand Nudie turned over $18m. The business savvy entrepreneur launched Nudie for two reasons: to indulge his fresh fruit cravings and to demonstrate the power of emotional branding. Nudie’s stampeding success was recognised with it’s inclusion in the top 10 most influential brands for the Asia Pacific region. Described as a “disruptive brand”, a devastating fire to the Nudie processing plant in 2004 was not enough to halt its epic journey, and Nudie resumed production just six weeks later.
Following the successful launch of nudie juice, Tim stepped aside from day-to-day involvement with the business in March 2005 and is now an entrepreneur and brand guru who is working on the launch of a number of new brands and businesses. In the last ten months Tim has helped launch a new superannuation brand Max Super, and has launched a female lifestyle brand Joy Herbal and is a partner in a new virtual p.a. and lifestyle management business Sym Metra PA.
Tim is in high demand on the public speaking circuit and talks about branding, marketing and entrepreneurship. He also appears every Sunday on My Business TV on the 7 network with David Koch.
To indulge his cravings for fresh fruit, and to demonstrate the power of emotional branding, Tim started nudie in early 2003. In a little over 2 years, and despite a devastating fire which destroyed the business in May 2004, Tim built nudie into a business turning over $18m a year and was recognised as one of the top 10 most influential brands in the Asia Pacific region.
Prior to launching into the world of delicious fresh fruit drinks, Tim was the more conventional Chief Executive Officer of BTLookSmart, the joint venture between British Telecom and LookSmart, delivering Web services to businesses in 15 languages and more than 20 countries worldwide.
Prior to that he was the CEO of LookSmart Australia, the only Internet directory company listed on the Australian Stock Exchange. Tim joined LookSmart in early 1999 from Encyclopaedia Britannica, where he was General Manager of Sales & Marketing in North America. In that role, he was responsible for the marketing and development of Britannica.com, Britannica’s Web guide, and Britannica Online.
Tim has a strong background in marketing, finance and broad business management in a range of industries. His career includes positions as Marketing Director of the Microsoft Network (ninemsn.com.au) in Australia, general manager at Village Roadshow, and general management and marketing roles with Lend Lease.
Tim has a Bachelor of Commerce degree from the University of NSW, a Master of Economics from Macquarie University, and an MBA from Deakin University. He is also a chartered accountant.
“Excellent. Tim was great to work with - he took our brief and adapted his story to fit the event. He was also able to reduce his keynote time when necessary without breaking stride. The audience loved him and found his story very motivating.”
"We asked Tim to address our Small Business Community as 74% wanted to learn more about marketing. Tim's story showed us that world-class branding and marketing can be undertaken by smaller players - the Nudie story is as refreshing and inspiring as the Nudie products we enjoyed at breakfast."
Manager, Marketing,Department of Trade and Economic Development, South Australia,
"Tim Pethick, is naturally filed with common sense and delivers a fresh taste of the positive effects arising from consumer power"
Tim Thankyou for taking the time to share with us your inspiring story and advice on achieving goals. Your story shows us that we can make a difference if we believe in it. All the best for you and the Nudies!
Reach Out! Youth Programs Coordinator,Inspire Foundation,
A very quick note to thank you for your contribution to our conference, 'The Naked Entrepreneur', in Fiji recently. Not only were there some very good lessons for us, but also some parallels in what we are hoping to achieve (and are achieving) in our business model.,Many of us have followed the nudie story with interest, however I know most of us now feel a lot more intimately involved and wish you more success.,
Chief Executive, Financial Services Partners Pty Limited