Food marketing distribution: a pilot study of Ardmore Farms

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Title: Food marketing distribution: a pilot study of Ardmore Farms
Author: Musella, Michele Ann
Abstract: Ardmore Farms is one product group that in part comprises the Food-service Division of Quaker Oats Company. They produce portion-controlled, USDA approved citrus and fruit juices. The juice is produced by one plant located in Deland, Florida. It is then shipped throughout the United States via a fleet of more than 120 refrigerated trucks. in fiscal year 1990 Ardmore experienced a financial crunch due to a freeze in Florida. To counteract the negative financial effects of the freeze, Ardmore hastily raised their orices. This aggravated the food-service operators resulting in a "fallout" of Ardmore's customer base. Also many regional juice manufacturers seized the opportunity to capture some of Ardmore's lost business due to their ability to produce juice less expensively (by not producing a 1 00% pure juice product) and then selling it to a lower cost to the operator. The factors mentioned above seriously hurt the business, making it necessary to seek out means of recouping business from existing markets.
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Date: 1991

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