D’Addario’s Robert Polan on the Rico Acquisition

MMR: Can you remind our readers about the 2004 acquisition of Rico? What was the catalyst for the move?

Robert Polan: In 2004, we were approached by Rico and their parent company, The Rutland Group, to see if we were interested in acquiring their Rico reed division.  As the exclusive North American distributor for Vandoren since 1986, we negotiated with Vandoren to acquire Rico. We had a wonderful personal and business relationship with the Vandoren family and company. We have the upmost respect their products, family, and their company. In the end, Vandoren decided they were not interested in the partnership, and the D’Addario family decided to proceed with the acquisition. As with all our acquisitions, our goal was to re-invigorate the brand with engineering and marketing innovation.

How has D’Addario’s vision for Rico changed in the ensuing years?

It has been Jim D’Addario’s steadfast mission to find ways to innovate the reed process since day one.  From implementing sustainable plantation practices in our cane fields to developing digitally controlled diamond blades to make the final cut on our reeds, each step in the process has been “revamped” by D’Addario engineers working closely with musicians and educators – all for the sole purpose of creating a product that is without peer in the industry.  Jim refers to himself as a “malcontent” and he has instilled that passion for improvement in everyone who works at our Los Angeles reed and mouthpiece factory and our cane plantations.  The result of that passion is the first practical and precise production system to digitally measure and cut the incredibly complex geometrical patterns necessary to reinvent single reeds.  This is not an incremental innovation; it is not an evolution of something good to something better. This is a revolution in reed making. 

Our new digital process enables musicians and technicians to work side-by-side to design and iterate accurate and meaningful new reed designs in minutes, not months. Over the next two to three years every reed vamp-cutting machine at the former Rico facility will be replaced with the new D’Addario Digital Vamping Process.

Given that “Rico Reserve” was already established as an upper-tier product, were there any reservations about rebranding?

You may have noticed that our highly acclaimed Reserve mouthpiece has already been rebranded as a D’Adddario product.  D’Addario is synonymous with innovation and quality so linking the D’Addario brand with reed players makes sense.  Putting the D’Addario brand name on these new reeds makes a statement about our confidence in the quality of the design, consistency of manufacture, and unparalleled performance. As each reed model is migrated to the digital manufacturing platform, they will be re-branded with the D’Addario trademark.

Digitally re-mastered Reserve Classic BH  clarinet reeds will become the first production series made exclusively with our new proprietary digital process. The redesigned Reserve Classic Reeds, for the most discerning of players, offer tonal depth, a longer vamp for flexibility, squared tip corners for ease of response, and a thicker tip for clear articulation.

What is the current thinking re: Rico being positioned as more “entry level?” To what extent is this specific rebranding tied into the recent logo redesign and overhaul of certain elements of D’Addario marketing?

Establishing D’Addario Woodwinds is very closely tied to D’Addario’s overall marketing strategy.  Rico Reeds have long been acknowledged as the music educator’s preferred choice as a student begins his woodwind musical journey.  And strategically it has always been our goal to respect and improve upon the legacy of the Rico brand; that will never change. However, to ensure that the more advanced player has a brand he or she feels is a greater reflection of their ability, we will be introducing all of our digitally generated, professional quality reeds and mouthpieces as D’Addario branded woodwind products.

Some have speculated that eventually “Rico” will go by the wayside – reaction?

The Rico name resonates strongly with educators everywhere, and it will continue to play an important role as the foundation for reed players.  We are planning several exciting campaigns for Rico Orange Box reeds in 2014 in support of music educators.  D’Addario Woodwinds complements the Rico name with the professional player and will be applied to all of our professional and intermediate level reeds and accessories as we reintroduce them using our digital reed making process.  

What new products are being introduced at the Winter NAMM Show – both for D’Addario Woodwinds and Rico?

There are several new D’Addario Woodwinds products that we’ll be discussing with dealers at NAMM.  The first is the Reserve line of clarinet and saxophone reeds made using the new digital vamp machines.  We’re currently beta-testing these reeds with symphony players and music educators to rave reviews.  We’ll also be announcing the Select Jazz alto saxophone mouthpiece, a vintage-inspired hard rubber mouthpiece made using the same precise computer-controlled mouthpiece-making technology as our Reserve clarinet mouthpiece line. They deliver a sound, quality, and consistency that surpass all expectations. 

Are there any plans for the near future from either brand that you’d like to discuss?

The entire reed factory will be converted to our new digital reed-making machinery throughout 2014 and 2015.  You can expect further developments to our other reed lines as we bring each phase of this new machinery on line. We also have a very aggressive mouthpiece development program, as we will expand the selection of Reserve and Select Jazz mouthpieces.

Thanks for your time, Robert. Any final thoughts?

Moving forward, you will now have two brands to cater to your diversified needs. Rico will continue to stand as the consummate brand for new and young players. The D’Addario brand will serve as a breath of fresh, innovative air in our industry. Thanks to recent technological breakthroughs in science, married with a whole new level of refined craftsmanship, the D’Addario brand promises to inspire a whole new generation of intermediate and professional players.