Riding High: “That history of a great American dream is still surviving in this country,” says Mr. Yoshida's founder Junki Yoshida. “It’s me.”Mr. Yoshida’s Japanese-style barbecue sauce was acquired by Heinz almost 25 years ago—but the food giant nearly killed the brand. So its 75-year-old immigrant founder bought it back this year and is ready to “go, go, go.”he labels on Mr.
“Heinz destroyed Yoshida’s brand,” he says with the same grin featured on his labels. “I wanted to start over again.” Now Pitching: Junki Yoshida, founder and CEO of Yoshida Foods, giving a sauce demonstration at a Fred Meyer grocery store.The 2000 Heinz acquisition didn’t impact any other market and for the past two decades Yoshida has continued to sell his sauce in seven countries including Japan, South Korea, Taiwan, the United Kingdom, Sweden, Australia and Iceland. Before the U.S. brand rejoined the group, the parent company, Yoshida Foods, had estimated revenue of $30 million annually.
After working as a gardener and in several restaurants, Yoshida spent five years training, competing and teaching karate. He opened a few karate schools and taught a police training program around the Northwest. As Costco expanded, so did Mr. Yoshida’s. Thanks to gallon-sized jugs sold at Costco and Sam’s Club, Yoshida’s U.S. business surpassed $20 million in revenue in the late 1990s.
But even with Yoshida Foods back to making the sauce, it wasn’t enough. Sales at Costco became even more important—at the peak Kraft Heinz says 63% of Mr. Yoshida’s sold at the club retailer.