Rick LaBerge on Building HARIBO’s U.S. Growth with Joy and Discipline

In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Rick LaBerge, Chief Commercial Officer of HARIBO of America. Rick shares how HARIBO has grown household penetration in the U.S. from 10 to 28 percent in the last decade while staying focused on its founding values of quality, trust, and childlike happiness.

He discusses the unique challenges and advantages of working for a century-old, family-run company with deep roots in care, as well as the importance of manufacturing locally and understanding the American shopper. Rick also highlights how HARIBO is translating the joyful, colorful in-store candy experience to digital commerce, and what it takes to build lasting retailer relationships.

Key takeaways

• Long-term thinking drives growth. HARIBO’s U.S. success stems from investing in local manufacturing, understanding seasonal rituals, and making product decisions with generational goals in mind
• Brand values create differentiation. Staying focused on joy, quality, and trust has helped HARIBO outperform competitors in a crowded candy category
• Digital experience matters. Translating HARIBO’s visual, sensory brand into eCommerce environments has been key to driving conversion online

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