Sunkist Growers: Refreshing the Brand

Authors

  • Michael Boland,

    1. Michael Boland is a professor of Agricultural Economics and associate director of the Arthur Capper Cooperative Center at Kansas State University.
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  • Veronica Pozo,

    1. Veronica Pozo is a graduate student in Agricultural Economics at Kansas State University.
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  • Daniel Sumner

    1. Daniel Sumner is director of the California Agricultural Issues Center and Frank H. Buck, Jr. Chair Professor in the Department of Agricultural and Resource Economics at the University of California, Davis.
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Abstract

The objective of this case is to introduce students to what is possibly the most complex agricultural cooperative in the United States and learn more about the economic issues involved in citrus production globally. Students are asked to analyze a strategy built around brand loyalty with higher costs and an inability to dictate to growers what varieties are most valuable to retailers.

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