David Brown

He resumes tidying his desk, but soon his eyes drift back to that garbage can.

It's as if the postcard's calling him.

Before he knows what he's doing, he's on his knees fishing through the trash.

He pulls out the now grimy postcard and reads the words again.

Fully equipped yogurt factory for sale.

He stares at it for a few seconds.

Ben calls the number on the card.

Hi, I got your postcard, the one about the yogurt plant in New Berlin.

I'd like to see it.

Mm-hmm.

Yes, that time tomorrow is perfect.

See you then.

Ulukaya hangs up and looks at the postcard again, at the image of the factory that could give him a new purpose, introducing America to the delights of Greek yogurt.

There's just one problem with the factory.

He can't afford to buy it.

From Audible Originals, I'm David Brown, and this is Business Wars.

When Hamdi Ulukaya pulled that realtor's postcard out of the trash, few could imagine where that might land him.

That postcard would lead him to found Chobani, the Greek yogurt empire that grabbed a massive 20% of America's multi-billion dollar yogurt market and turned the industry upside down.

But disrupting the market is only half the battle.

The real test is what comes next.