The story behind Greco Pizza

Insights with Don Mills and David Campbell- An Acadia Broadcasting Podcast

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7d ago 53:05

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Our guest on this episode of the Insights Podcast is Mike Whittaker, until recently the CEO and Co-Owner of TruCorp. TruCorp is the Truro based holding company that was owned by Mike and his partner Bill Hay until he sold his shares. Trucorp had two main holdings Bonte Foods, the federally certified meat manufacturer in Dieppe and Grinner's Food Systems, which owns Greco Pizza, as well as Captain Submarine and Frozu Frozen Yogurt. Mike has an interesting personal story, joining Trucorp as a marketing specialist, before over time becoming a 33 percent equity owner of the company. Under his leadership, Greco Pizza grew from less than ten outlets to 120 outlets around Atlantic Canada and became the number one pizza brand in the region with annual sales of over $50 million and more than a thousand employees. He introduced Grecoville and the thirty minute delivery promise and the memorable marketing tagline "Greco 310-30-30" that is still being used thirty years after its introduction. At the same time, Mike helped expand Bonte Foods through the acquisition of the Chris Brothers brand of deli meats. TruCorp sold its interest in Bonte in 2020 and Mike sold his equity in TruCorp a couple of years ago. It is a fascinating story of business success that is mostly unknown. Enjoy!

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