When the CEO of LaCroix's parent company said that his job was like 'caring for someone who becomes handicapped,' he meant that “it just requires a lot of tender, loving care,” a spokesman told MarketWatch.
Companies announce earnings in news releases typically titled “Company reports fourth-quarter earnings,” or “Company delivers record-breaking second quarter.” National Beverage Corp. has never quite followed that path, but Chief Executive Nick Caporella deviated from the script in a much more extreme way Thursday.
Caporella’s rant did not specify exactly what injustice caused National Beverage to sell fewer cans of flavored sparkling water than was expected. Instead, he moved on an awkward metaphor, comparing his job of managing a company that sells packaged drinks to caring for a disabled person. Caporella’s company enjoyed a huge boost in its finances and profile when LaCroix became popular, with the stock beginning to show the effects in 2016. The largest gains came in 2017, when National Beverage was worth more than $5.5 billion at times.
“We are not a typical company,” the National Beverage spokesman told MarketWatch. “What comes out in the writings and the releases is the passion and intensity that we have for our consumer and for our products.”
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