Walmart will begin renovating its store in Neptune in August and recently finished a project in Stafford. Here's what you'll see. Video by David P. Willis Wochit
In a small room, the leadership team at Eatontown-based American Oil & Supply International had just 30 minutes to pitch their product, Jack of All Sprays, a household lubricant and cleaner.
Their audience wasn't the heavy hitters on "Shark Tank," but buyers from Walmart, the world's largest retailer. They were evaluating whether to put Jack of All Sprays on store shelves around the United States.
They made it through. Jack of All Sprays, the 122-year-old company's first product for the consumer household market, will be sold at hundreds of Walmarts in the spring of 2018 and on Walmart.com.
"Walmart gives us tremendous exposure," said Chuck Decker, president of American Oil and Supply International. "It's the biggest in the world."
A family-owned business with 15 employees, American Oil & Supply International LLC has developed and sold lubricants and greases for automotive, industrial and commercial industries. For instance, one product lubricates wire ropes used on suspension bridges, such as the Brooklyn Bridge, cranes, ski lifts and elevators.
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Jack of All Sprays was born out of a need to develop a biodegradable and nontoxic product for offshore drilling rigs. Once on the market, the company found that some customers were using it as a general purpose lubricant spray. "The comments that we got were you have the best product that we have ever tried to use," Decker said.
It's an odorless, nontoxic, safe, biodegradable and no-drip lubricant and protector. It has uses that range from loosening rusted or stuck bolts and helping glass doors slide to protecting outdoor power and lawn equipment from rust and corrosion.
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Starting small
It came on the market about two years ago, selling primarily through automotive and industrial distributors, relationships that American Oil had cultivated for years, as well as small hardware stores and independent sellers. "It was not a national product at that time," Decker said.
That will change. Jack of All Sprays is about to become a household name, if all goes according to plan. In June, American Oil & Supply was among 500 companies and entrepreneurs that pitched 750 products at Walmart's U.S. Manufacturing Open Call event in Bentonville, Arkansas, the retailer's worldwide headquarters.
The day is part of Walmart's effort to boost communities and job growth through a 10-year, $250 billion commitment to American manufacturing.
"It's our way of investing in products that support American jobs," Walmart spokesman Scott Markley said. "We're able to bring new products to our shelves that our customers want. Increasing domestic manufacturing helps creates additional jobs in the U.S.
"That's good for American business and that's good for communities we serve and it's good for Walmart."
More than 100 companies received deals to sell their products in Walmart stores, he said.
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A product that stands out
The event was the first time American Oil ever pitched to a major retailer. In a statement, Walmart said Jack of All Sprays "stood out" among hundreds of product ideas.
"I was nervous going into it," said John Dunne, specialty product manager at American Oil. They met with buyers from Walmart's automotive department. "After the first minute, you just fall back on what you've been doing for the past two years getting this brand set up. You know the numbers. You know the capabilities."
In 30 minutes, they told their story, which included spraying Jack of All Sprays on aluminum foil to show that it's odorless and doesn't drip. "In that 15 minutes, we were able to prove that it's versatile enough that Walmart would sell it," Dunne said. "It's safe. It works and it's made in America."
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Dunne and Decker credited Walmart, which helps companies get ready for their pitches. They watched webinars and learned how to organize their presentation.
They also sought advice from Jim Maxon, Walmart account manager with PF Harris Manufacturing, which sells its products at Walmart and other retailers.
"They were very very fortunate," Maxon said. "They gave a great presentation. They've got a great product and I think Walmart is going to do a great job with Jack of All Sprays."
David P. Willis: 732-643-4039; dwillis@gannettnj.com; facebook.com/dpwillis732.
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