Move Faster than Your Competitors — Interview with Chris White, CEO of Fruitland Manufacturing

The companies that act fast and adapt faster have the advantage. Chris White, CEO of Fruitland Manufacturing, comes on the Sticky Branding Podcast. He shares how his company captured market share by moving faster than the competition.

When the rest of the industry retreated and cut costs at the start of the pandemic, Chris increased Fruitland’s sales and marketing budget. This was a bold move, because Chris had only purchased the company just 10 weeks earlier. Tune into this story of grit, innovation, leadership, and transitioning from a crisis to a comeback.

Chris White is the CEO of Fruitland Manufacturing. Chris joined the company in 2014 as President and acquired the company in 2019. Under his leadership, Fruitland has grown into the global leader of mobile vacuum pumps with the brand, “One Tough Pump.”

In This Episode

• 10 weeks before the pandemic struck, Chris White and his partner acquired Fruitland Manufacturing. In a matter of days, everything changed.
• How Chris and his team moved fast and responded to customer demands, and captured market share.
• While competitors cut their sales and marketing budgets, Fruitland expanded theirs. They repositioned their brand as “One Tough Pump.”
• Strong leaders focus on their people. Chris spoke the truth about what they knew and didn’t know, and communicated constantly with his employees.