In 1991 I was in my second year as a development officer with New Community Corporation in Newark, a non-profit community development agency. NCC had already started a number of small business ventures meant to create jobs for the low-income people of Newark, and maybe even leave NCC with a small profit to help start more businesses or build new housing or family centers. That was the theory, anyway; none of its businesses even returned a profit and almost all of them were closed by 2009. However, in the early 90s there was much hope in the air for NCC’s entrepreneurial outreach. It was going to be the next big wave in NCC’s efforts to lead the way to Newark’s revival.
As part of NCC’s entrepreneurial spirit, the leader and founder, Monsignor William Linder, immersed himself in the nitty-gritty of small business management. Aside from going to seminars and talking with vendors and business operators and bankers, he read as much as he could about the topic. His reading list included Inc. magazine, a business publication focusing on the little guys. Being new at the time, I was still one of his “trusted few” (he appreciated unquestioning loyalty, something I couldn’t do for long). So he would pass on some of his readings, including an occasional issue of Inc. This included the August, 1990 issue, which had as its cover feature a story about Rick Duhe and his failed attempt to make it as a soda-pop magnate, based on the spicy cola drink that he thought up. It was called Cajun Cola and it caught the attention of many newspaper writers and TV reporters around 1987 or so, as the next big thing; but it didn’t do well on the supermarket aisles and thus went the way of various other next-big-things that weren’t. (Interestingly, NCC’s business ventures would eventually go the same route, despite much initial media acclaim for Linder’s “social entrepreneurship”).
I read the article about Mr. Duhe and his adventure in soda capitalism and I was moved by it. It was well written and reflected the human / emotional side of what Mr. Duhe went through in thinking Cajun Cola up, in struggling to get it financed, produced and distributed, in receiving high praise from the food and culture critics, only to finally see his new-born business sink into a pit of debt and bankruptcy due to lack of sales. » continue reading …
