Susan & Amy Machamer (a mother and daughter team, respectively) and their family are owners of Hurd Orchards, a fruit grower in operation since the early 1800's.
Their product line has diversified into wholesale and retail produce, processed "jar products", a bakery, and foodservice. The term "jar products" refers to their lines of jams, jellies, brandy fruits, pickles, vinegars, chutneys, sauces, and cordials. This diversification is the result of innovation, product development, and effective niche marketing. The company has successfully differentiated their high quality products by developing their products along with their brand image.
The company shows remarkable tenacity and desire to stay true to their philosophy and mission of sustaining production of quality fruit products.
Amy: We need to present things in ways that will be even more appealing to our customers, we need to develop our ideas so that they are very, very, very specific and not generalized. We are not just jams. They are not just jam makers. They are special jams for specific reasons. We pushed those idea...(Full transcript available to logged in subscribers.).
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