Natureview Farms Case Study
NATUREVIEW FARMS
Introduction Go big, or go home! This is a saying that is heard in all different fields. Its meaning is far more than the five words it contains. Go big, as in everything you do, do it to the best of your ability. Go home, means that you are throwing in the towel when things get tough, more or less, just giving up. My dad said those words to me when I was too afraid to get on stage at my first ballet recital, and he would say those same words to the management team at Natureview Farm after reading into their current predicament.
History and Company Status Since 1989, Natureview Farm’s yogurt has been known for its unique and creamy texture. The texture was created through a completely organic process. The company’s founder developed the recipe using only natural ingredients, as well as, cows that have not been affected with any type of growth hormones. This special process allowed for the shelf life of the product to be elongated form 30 days, that of the competitor, to an astonishing 50 days. Natureview Farm currently sells eight ounce cups in twelve flavors, and 32 ounce cups in four flavors. The company is currently considering a child’s multipack product that contains four ounce cups. Natureview Farm revenues have grown considerably in the past ten years. The company strives to succeed within the natural food channel based on good relationships with their retailers. Natureview Farm is viewed as a major brand in such stores as Whole Foods and Wild Oats. Annual revenues in the previous year, 1999, concluded at $13 million.
Strategic Concerns Much of Natureview Farm’s success was accomplished thanks to an equity infusion from a venture capitalist firm. Unfortunately, the venture capitalist firm is soon cashing out, leaving Natureview Farm with a major decision to make. The company will now need to evaluate growth strategies that will lead them towards their goal. In February of 2000, Chief financial officer,
Introduction Go big, or go home! This is a saying that is heard in all different fields. Its meaning is far more than the five words it contains. Go big, as in everything you do, do it to the best of your ability. Go home, means that you are throwing in the towel when things get tough, more or less, just giving up. My dad said those words to me when I was too afraid to get on stage at my first ballet recital, and he would say those same words to the management team at Natureview Farm after reading into their current predicament.
History and Company Status Since 1989, Natureview Farm’s yogurt has been known for its unique and creamy texture. The texture was created through a completely organic process. The company’s founder developed the recipe using only natural ingredients, as well as, cows that have not been affected with any type of growth hormones. This special process allowed for the shelf life of the product to be elongated form 30 days, that of the competitor, to an astonishing 50 days. Natureview Farm currently sells eight ounce cups in twelve flavors, and 32 ounce cups in four flavors. The company is currently considering a child’s multipack product that contains four ounce cups. Natureview Farm revenues have grown considerably in the past ten years. The company strives to succeed within the natural food channel based on good relationships with their retailers. Natureview Farm is viewed as a major brand in such stores as Whole Foods and Wild Oats. Annual revenues in the previous year, 1999, concluded at $13 million.
Strategic Concerns Much of Natureview Farm’s success was accomplished thanks to an equity infusion from a venture capitalist firm. Unfortunately, the venture capitalist firm is soon cashing out, leaving Natureview Farm with a major decision to make. The company will now need to evaluate growth strategies that will lead them towards their goal. In February of 2000, Chief financial officer,