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Vitamix: Rugged Quality, Commitment to Healthy Diets, and Export Success Fuel Global Business


As increased information becomes available about the benefits of healthy diets, more people are turning to blenders to create their own whole-food juices, soups, and smoothies. Consumers by the thousands have learned the hard way that not all kitchen blenders are created equally. A number of the products on the market are prone to jamming or breaking.

Product quality sets Vitamix apart. This manufacturer, which is based in Olmsted Township, Ohio, just west of Cleveland, has been selling kitchen products since 1921 and making blenders since 1937. It is a leader in blending technology, and has developed high-quality blenders that have the versatility and durability to stand up to the challenges of the whole-foods era. The firm now has several hundred employees who make and ship hundreds of thousands of products each year.

Vitamix is now a fourth-generation family business that has, since the beginning, been an advocate for healthy diets. In 1969, the company president unveiled the Vitamix 3600, the first blender that could make soup, blend ice cream, grind grain, and knead bread dough. His wife created hundreds of recipes for healthy and tasty foods that could be made with the Vitamix. The firm added a commercial blender for the foodservice industry to its product mix in 1985. Vitamix can also perform service on machines up to 20 years old, pending the availability of parts.

The company learned early on that they key to selling its products is getting people to see demonstrations. That is why you may well have seen Vitamix being demonstrated in a store in your community or on television (they have been on television, in fact, since 1949).

If product quality and durability sets Vitamix apart from its competition, its success in the global marketplace helps make it a Great Manufacturing Story. Vitamix products are now available in more than 100 countries, from Antigua to Vietnam.

That wasn’t always the case, of course. When Jodi Berg joined the family business in 1997, Vitamix was primarily a domestic business, and her mission was to make it an international company. She visited 13 countries that year, some of them multiple times (while also planning her wedding). In doing so, she drew on her background as a certified quality auditor and a director of quality and training for Ritz-Carlton.

As she explains an in article in Cleveland Business Connects, their goal was not to grow quickly, but rather to ensure the same product quality and customer experience in each market they penetrated. That focus meant saying “no” to traditional export companies, and fostering a slower, more personal approach in which it cultivates relationships, and articulates specific expectations, from its distributors. The success internationally has been dynamic. Former Commerce Secretary Gary Locke bestowed the E Award for exporting success on the company in 2010. In 2012, the firm won a Kitchen Innovations award from the National Restaurant Association, as well. Moreover, Berg went on to become the company's president, ensuring its continued dedication to its founding principles as it meets the needs of health-conscious customers.