Sunkist Growers: Refreshing the Brand

Michael Boland, Veronica Pozo and Daniel Sumner

Review of Agricultural Economics, 2009, vol. 31, issue 3, 628-639

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.

Date: 2009
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