Torani’s people-first strategy drives manufacturing growth towards $1bn goal

While many U.S. manufacturers struggle to recruit and retain workers, century-old flavor maker Torani is bucking the trend, expanding its Bay Area operations with a retention rate of 94.8%—well above the industry average of 71.4%.

The privately held, mid-market company has not laid off a single employee in its 100-year history, a stark contrast to the 1.8 million monthly layoffs nationwide. With nearly 2 million manufacturing jobs projected to go unfilled by 2033, Torani continues to steadily add staff while keeping turnover low.

At the heart of this growth is the company’s “opportunity-driven” approach. Torani’s San Leandro-based “Flavor Factory” blends state-of-the-art production with a deep commitment to workforce development. Average employee tenure is 5.5 years—well above the national average of 3.9 years—even as 44% of its workforce joined in the last two years during a rapid expansion phase. The company offers extensive upskilling programs and long-term wealth-building opportunities, aiming to foster lasting careers rather than short-term jobs.

“We’re rewriting the rules of American manufacturing,” said CEO Melanie Dulbecco. “Being an ‘opportunity company’—where people can grow economically, learn, and develop—is the best way to build a thriving business.”

Torani’s culture is reinforced by strong employee advocacy, with more than 20 families working side by side at the company. Products are now in 9 million U.S. households and sold in 30 countries. The business has maintained a 20% compound annual growth rate for more than three decades, surpassing $500m in revenue in 2024 and setting its sights on $1bn by 2030.

Operating in the costly San Francisco Bay Area, Torani has expanded to over 630,000 square feet of manufacturing and distribution space in San Leandro, making it one of the region’s largest remaining food and beverage producers. Its 400-plus employees remain central to its growth strategy.

With its blend of cutting-edge manufacturing, workforce investment, and community-driven values, Torani is positioning itself as a model for the future of American manufacturing—proving that people-first principles can drive both retention and revenue.