The Knowledge Project with Shane Parrish: Episode Summary
Episode: The Blueberry Billionaire | John Bragg
Release Date: October 1, 2024

Introduction

In this compelling episode of The Knowledge Project, host Shane Parrish engages in an in-depth conversation with John Bragg, affectionately dubbed the "Blueberry Billionaire." Bragg, an entrepreneur hailing from the small town of Oxford, Nova Scotia, has masterminded the growth of Oxford Frozen Foods into the world's leading producer of wild blueberries. Additionally, he founded Eastlink, North America's largest private telecommunications firm. This episode unpacks Bragg's entrepreneurial journey, his business philosophies, and the strategies that propelled him to remarkable success.

Early Life and Influences [00:00 - 07:03]

Background and Childhood: John Bragg grew up in a modest village of approximately 300 residents. From a young age, he was immersed in a community brimming with sports and outdoor activities, which fostered a strong work ethic and teamwork skills. Bragg reminisces about his involvement in 4H and agricultural activities, such as winning a calf competition, laying the groundwork for his future ventures.

Values Instilled by Parents: Bragg attributes much of his ethical foundation to his parents, emphasizing integrity and reliability. He states, "If you tell somebody you're going to do something, you're going to do it. And if you say you're going to be there at seven, you're going to be there at seven, seven or before" ([04:27]).

Launching the Blueberry Empire [07:03 - 15:03]

Initial Foray into Blueberries: At 15, Bragg ventured into the blueberry business, hiring a small team to pick wild blueberries. In his first year, the team harvested $4,000 worth of blueberries, a stark contrast to the $150 million processed by his company today.

Education and Early Ventures: Bragg attended Dalhousie Law School but quickly realized it wasn't his calling, gaining invaluable lessons in fair dealing. Simultaneously, he co-built an apartment building during university, which he owned for decades before selling it as part of a strategic portfolio diversification in 1996 ([06:13]).

Transition to Frozen Blueberries: In 1968, faced with a major crop failure in Maine that depressed blueberry prices, Bragg made a pivotal decision to build his own freezing plant. Despite initial setbacks, including a disastrous first-year crop, this move solidified his commitment to controlling the supply chain and mastering the blueberry business ([09:05]).

Overcoming Challenges and Scaling Operations [15:03 - 27:39]

Strategic Acquisitions: In 1983, Bragg acquired a significant blueberry operation in Maine, a transformative move that positioned Oxford Frozen Foods as a dominant industry player. This acquisition was mirrored by his entrance into the cable television market, laying the foundation for Eastlink.

Managing Inventory and Market Fluctuations: Bragg discusses the complexities of inventory management in the volatile blueberry market, emphasizing a strategy of capitalizing on sales opportunities when they arise rather than hoarding inventory ([10:03]).

Expansion into Carrots and Battered Products: To maximize factory utilization and extend operational seasons, Bragg diversified into carrot processing and battered products like onion rings and cheese sticks. This diversification strategy was not only a tactical use of resources but also provided stability during off-seasons for blueberries ([27:39]).

"Stick to your knitting, do what you can do and do more of it and try and grow it. Don't try and do everything." – John Bragg ([27:39])

Eastlink Communications and Leveraging Debt [37:32 - 45:00]

Entry into Telecommunications: Post the 1968 crop failure, Bragg seized an opportunity in the burgeoning cable television sector by acquiring a cable license. This venture, though initially fraught with challenges—such as delayed programming deliveries—eventually flourished into Eastlink, North America's largest private telecommunications company.

Debt Utilization: Bragg reveals that his companies have never shied away from leveraging debt to fuel growth. Strategic borrowing enabled Oxford Frozen Foods and Eastlink to acquire numerous assets and expand their operational capacities. He notes, "We've always been, what I would say, almost fully levered the food business" ([16:00]).

Operational Excellence and Cost Management [45:00 - 57:16]

Focus on Core Competencies: Bragg stresses the importance of concentrating on core business strengths. By excelling in blueberry and carrot processing, and later in telecommunications, Oxford and Eastlink maintained competitive advantages without overextending into unrelated sectors.

Low-Cost Production and Quality Assurance: In commodity markets, Bragg emphasizes that being a low-cost producer while maintaining high-quality standards is crucial. He elaborates, "You have to be the low cost producer and you have to be top quality... Top quality, low cost is a pretty good motto." ([31:31])

Investment in Technology: From manual blueberry picking to developing mechanical harvesters, Bragg's commitment to technological innovation has consistently enhanced productivity and reduced labor costs. The mechanical harvester developed by his team remains the industry standard ([22:18]).

Investment Philosophy and Portfolio Management [57:16 - 68:08]

Private vs. Public Investments: Bragg prefers keeping his investments within a private framework, avoiding the complexities and pressures of public markets. His investment strategy mirrors Warren Buffett's principles—focusing on solid, cash-generating businesses and maintaining a disciplined approach to portfolio management.

Long-Term Horizon: With a penchant for long-term thinking, Bragg leverages low-interest rates to invest in dividend-yielding stocks, building a robust portfolio that generates consistent returns without the pursuit of high-risk, high-reward ventures.

"We're buying good solid investments and, and let them grow." – John Bragg ([62:01])

Company Culture and Leadership [58:54 - 77:43]

Cultivating a Dedicated Team: Success, for Bragg, is intrinsically linked to developing a great team. By fostering an environment where employees are encouraged to improve year after year and by maintaining a culture of respect and civility, Oxford and Eastlink have nurtured loyal, high-performing teams.

Incentivizing Leadership: Bragg discusses the balance between financial incentives and intrinsic motivation. While he acknowledges that incentive programs are effective, he values hard work and dedication over monetary rewards alone.

Governance and Discipline: The role of the board in bringing discipline and strategic oversight is crucial. Bragg appreciates the board’s ability to enforce professionalism and strategic alignment without impeding decision-making processes.

Lessons Learned and Defining Success [77:43 - 86:41]

Focus and Persistence: Bragg reiterates the importance of focus in business, warning against the pitfalls of diversifying too early or straying from core competencies. He champions the principle of "stick to your knitting" to ensure sustained growth and stability.

Patience and Long-Term Planning: Reflecting on his 50-year career, Bragg underscores patience as a virtue essential for building lasting success. By patiently developing teams and infrastructure, he has positioned his companies to thrive over decades.

Defining Success: For Bragg, true success lies in developing a capable team that can add value to society. Personal achievements are secondary to fostering an environment where employees can grow and contribute meaningfully.

"Success for me is the development of a great team... real success is developing people so that they can add value." – John Bragg ([87:41])

Policy Recommendations and Final Thoughts [86:41 - End]

Encouraging Entrepreneurship: Bragg advocates for reducing bureaucratic hurdles and fostering a regulatory environment that supports rather than stifles entrepreneurs. He highlights the inefficiencies and common-sense gaps in current Canadian policies that hinder business growth.

Maintaining a Low Profile: Despite his immense success, Bragg prefers a modest lifestyle, prioritizing family and foundational values over ostentatious displays of wealth. This humility is reflected in his business practices and personal choices.

Final Reflections: Bragg's journey exemplifies the power of focus, strategic leveraging of resources, and the cultivation of a dedicated team. His philosophies offer valuable insights for entrepreneurs and business leaders aiming for sustainable, long-term success.

Notable Quotes

• "Stick to your knitting, do what you can do and do more of it and try and grow it. Don't try and do everything." – John Bragg ([27:39])

• "You have to be the low cost producer and you have to be top quality." – John Bragg ([31:31])

• "Success for me is the development of a great team... real success is developing people so that they can add value." – John Bragg ([87:41])

Conclusion

John Bragg's story is a testament to the virtues of focus, resilience, and strategic investment. His ability to navigate through industry challenges, leverage debt wisely, and foster a strong company culture has cemented his legacy as a true entrepreneurial leader. For listeners seeking actionable insights and inspiration, Bragg's experiences offer a roadmap to achieving enduring success in business.