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The Rise and Fall of Vassic Pickle Company: Lessons from a Business Collapse
If you’ve ever opened a supermarket and come across a jar of pickles, chances are you’ve seen the Vassic Pickle Company’s products. Back in 1988, Vassic commanded an impressive 36% share of the U.S. pickle market, generating approximately $200 million in sales from jars just like the one shown at the start. However, by 1991, the entire brand had collapsed into bankruptcy, sold off for a fraction of its former worth. This story is a cautionary tale about rapid growth, mismanagement, misguided marketing strategies, and the dangers of over-leverage—lessons that remain highly relevant for entrepreneurs and business owners today.