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What is 30under30?
30under30 is an Anthill initiative launched in early 2008 to encourage and promote entrepreneurship among young Australians. This year saw more outstanding entries than ever before. So we thought we would highlight some of the bright and innovative nominees who just missed Top 30 by a wink. Behold, our 2011 30under30 Honourable Mentions! More.
Onur Kece, NSW (b. 1981)
Name: Onur Kece
Age: 29 (Born: December 1981)
It’s not an uncommon theme — young businessman leaves cushy job with a regular salary to leap into the heady and harrowing world of entrepreneurship. It’s enough to drive a mate to drink. Onur Kece, who took this very path, would recommend pomegranate juice.
Kece, along with Mark De Luca, left jobs in advertising to start Found Organic Juices. Which is not to say they shucked their shoes to walk barefoot among the hummus. No, these young but seasoned businessmen are determined to bring a sleek, urban feel to the organic juice industry.
Kece says Found Organic, launched in 2007, was the first to bring a pure, not-from-concentrate pomegranate juice drink to Australia. That’s now just one of six flavors offered by Found Organic, which boasts a carbon-neutral production line. But Kece knows he has to continue to push the marketing envelope to stand out in a crowded market.
The company’s seductive shoot for its 2011-12 ad campaign was turned into a “making of” video that got six months of play on fashion’s FTV (and cost Found only $2,000 to make). Kece said the exposure opened distribution to The Maldives and Singapore. He also pushes to get high-profile visuals for the drink and its unusual tapered-cylinder bottle, putting the juice in the hands of celebrities like will.i.am and Fergie of the Black Eyed Peas.
Found Organic launched distribution in Sweden earlier this year. In 2012, Kece says, Found will link up with one of the UK’s largest distributors. The drink can be found in Australia in numerous cafes in Thomas Dux, a gourmet grocery store chain.
“I have been invited to functions at the United Nations by the chairman, and was acknowledged there for creating the world’s first carbon-neutral juice,” say Kece, who clearly is incapable of thinking small. “I am going to New York to discuss the opportunity of using of the world’s top supermodels for our next campaign.”
The company showed its resiliency early when the global financial crisis hit. As Australian currency plummeted against the euro, the juice suddenly cost more than Found Organic was selling it for. Kece and his partner slowed operations, invested more, created that distinctive bottle and found new orchards and filling plants. All told, the moves cut costs by 50%, and they survived.
“I’m best known for making the most out of any opportunity,” Kece says. “On many occasions an opportunity has popped up somewhere and within 24 hours I’m on a plane to explore it. I tend not to say things like, ‘What if i did that.’ I just try to do as much as I can.”
Anthill asks: Onur Kece, what’s your superpower?
“Creativity and risk taking. Before launching my company, I was working in advertising and was responsible for ‘Australia’s favourite ad.‘”
Found Organic Juices on “The Morning Show”
The making of Found’s ad campaign
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To check out the full list of Anthill’s 30under30 winners, click here.