White Rabbit was sold in 1976, the home office remained in St. Louis, and the dye was distributed nationwide under the new ownership. In 1988, the company was sold to the current owner, Julie Consolino. It has been made a subsidiary of Premier Packages Incorporated, owned by Consolino and her brother, Jeff Petroski. It now has a permanent home with Premier, which has given White Rabbit a much-needed expanded location, new equipment, and full time employees all year round. There is always stock made, and on hand, for any occasion.
Sales are all year round now.
Easter is still the main thrust of White Rabbit. The traditional coin sized packets, filled with Easter colors and a wire egg dipper, are sold to many grocery, food, and drug stores and chains. Sales for the colors alone, either prepackaged in small zip-lock bags, or in bulk, sell throughout the year to craft companies, educational toy manufactures, and paint and ink companies. There are many industrial uses for White Rabbit, checking pipes and toilets for leaks, coloring water in pools and fountains. In fact, White Rabbit dyes just about anything.