Tractor Beverage Co.

As a new generation of better-for-you fast casual restaurant chains like B.GOOD and Garbanzo have, over the past decade, remade the landscape of out-of-home dining, Tractor Beverage Co. has aptly sought to use this new wave in foodservice to remake the soda fountain. In a format long dominated by the major CSD conglomerates, Tractor – with the backing of one of those conglomerates in Keurig Dr Pepper – has been quietly sowing the soil in foodservice accounts across the country since beginning as a simple organic soda brand in 2014. 

This year, the Idaho-based company kicked into high gear, unveiling its first ever ad campaign featuring a see-it-to-believe-it cartoon spot that hit movie theaters, TV and streaming services, in July as well as sponsoring surf competitions (take the farm to the beach, why not?). Meanwhile, behind the scenes Tractor has, in a matter of months, brought in a roster of experienced CPG executives to lead the fast-growing business. The company has previously indicated it has begun executing on an “aggressive” growth plan that will continue into the new year and as it continues to build its 25 SKU roster of sodas, teas and ades, those seeds are beginning to sprout.