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Case
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Reference no. 2073
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2007
Version: 7 June 2007
Revision date: 10-Nov-2017
Length: 12 pages
Data source: Published sources

Abstract

Explores channel management issues in the US food industry. Natureview Farm, a Vermont-based producer of organic yogurt with USD13 million in revenues, is the leading national yogurt brand (24% market share) sold into natural foods stores. It has achieved this through its special yogurt manufacturing process and through cultivating personal relationships with dairy buyers in the natural foods channel. Set in 2000, when the company faces financial pressure to grow revenues to USD20 million by the end of 2001 due to a planned exit by its venture capital investors. The immediate decision point that the protagonist, Natureview's vice president of marketing, faces is whether to achieve this revenue growth by expanding into the supermarket channel.

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Abstract

Explores channel management issues in the US food industry. Natureview Farm, a Vermont-based producer of organic yogurt with USD13 million in revenues, is the leading national yogurt brand (24% market share) sold into natural foods stores. It has achieved this through its special yogurt manufacturing process and through cultivating personal relationships with dairy buyers in the natural foods channel. Set in 2000, when the company faces financial pressure to grow revenues to USD20 million by the end of 2001 due to a planned exit by its venture capital investors. The immediate decision point that the protagonist, Natureview's vice president of marketing, faces is whether to achieve this revenue growth by expanding into the supermarket channel.

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