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: One [way to treat a farm business] is to compete on the lowest price, and get, in order to do that I think you need to be bigger and bigger and push your cost down, down, down. The problem is that prices that you can get on the marketplace just ultimately keep going down. And the other way is ...(Full transcript available to logged in subscribers.).
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