Case Analysis: Ripe n Ready By Ray A. Goldberg & Laura Winig

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Description

Stoned fruit has quality variations, reducing consumption. Five independent growers formed a cooperative to provide quality control and a brand name–Ripe ‘N Ready–that enabled retailers to differentiate their stores and producers to differentiate the products they supplied. Consumer acceptance has been high. The issue is how to expand the concept without adversely affecting the original users of the product. Also, what new kinds of competition are they creating?

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