In the cutthroat competition for supermarket shelf space, rivals had edged his high-protein, gluten-free, California-made nutrition bars out of a major American grocery chain.
Dorf’s company, PureFit, had just three employees and under $10 million in sales, “but we didn’t curl up in a ball,” he recalled. “We kept fighting. We realized, there’s a lot more opportunity outside the U.S.”
Today, PureFit exports to 20 countries from Switzerland to Singapore. Foreign sales rose 53 percent in two years, accounting for a quarter of revenue and making up for domestic losses.
“International business saved my company,” said Dorf, 48, an avid cyclist who launched his brand 15 years ago because “most nutrition bars were dressed-up candy bars.”
READ MORE IN THE O.C. REGISTER: https://www.ocregister.com/articles/dorf-730845-trade-purefit.html