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: I think that the answer that I would like to give to what market research we do is that we generally do it ourselves. Our little store, our farm store, ends up being like a test market, particularly now that a lot of our dry products are wholesaled to small stores across the country. We can w...(Full transcript available to logged in subscribers.).
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