The Coca-Cola Company is no rookie when it comes to brand licensing…that is unless we are talking about the kid from the Rookie of the Year movie. Heck…The Coca-Cola Company is basically an elaborate licensing company when you realize about two-thirds of its total revenue are generated by "concentrate sales" aka licensing of its secret ingredients in syrup form. But that’s neither here nor there, because ole Henry Rowengartner got something new up his sleeve. The Coca-Cola Company can be seen pretty much everywhere in the grocery store, right? Well…add the produce section to the list because the beverage CPG giant is entering into a licensing deal with an agricultural company to leverage the Minute Maid and Simply logos on select items. While the licensing revenue will help the petty cash fund grow…I think a bigger win is if this strategy helps boost branded juice sales.

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