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Pioneer Research has traveled an unusual path to profits: From a gourmet confections and cheese import company into an importer of high-end binoculars and a manufacturer of underwater cameras.
Today, five years after Pioneer began making and marketing its own brand of marine cameras under the name SeaLife, its sales have hit $15 million, and have been growing about 20 percent per year.
Market research has been key in the Moorestown, N.J.-based company's transformation. Its founder, Wolfgang Harms, had been president of Melitta Coffee in Cherry Hill for nearly 20 years "He always wanted to do his own thing," said Sven Harms, vice president of sales and marketing at Pioneer, and Wolfgang's son, who characterizes his father as "a marketing man from way back."
Before Melitta, the elder Harms had done stints with advertising agency BBDO Worldwide and with General Foods. He is still president of Pioneer, although he is less involved in dayto-day operations than with strategy.
"His expertise really lies more in long-term vision," Sven Harms said. "In product development and consumer trends."
It was this ability to spot trends that led the company into the binocular business.
On a whim arising from personal interests, Wolfgang Harris began to import camera accessories in the...