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Sunkist Growers: Refreshing the Brand

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  • Michael Boland
  • Veronica Pozo
  • Daniel Sumner

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. Copyright 2009 Agricultural and Applied Economics Association

Suggested Citation

  • Michael Boland & Veronica Pozo & Daniel Sumner, 2009. "Sunkist Growers: Refreshing the Brand," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 31(3), pages 628-639, September.
  • Handle: RePEc:oup:revage:v:31:y:2009:i:3:p:628-639
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