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Elizabeth Wolf Discusses Expansion Through Supermarket Wholesale Distribution Channels

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Total Case Duration :

  • Date Added : 3/23/2001
  • Clip Duration : 0 min. 42 sec.

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Elizabeth Wolf

  • Owner, Angel Ridge Farm
  • female
  • Caucasian
  • Not Available
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • Video 1 of 17 in this Case
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Biography

Elizabeth Wolf started Angel Ridge Farms in 1990 by growing herbs in the summer and producing wool in the winter, though eventually sold off the wool division. The herb product line was sold in local supermarkets and at the Ithaca Farmers' market. To complement the success of the herbs at the farmers' market, the farm introduced salad dressings and related fresh produce.

Other channels of distribution were explored, including sales to New York City, local restaurants, and grocery store warehouses. However, production constrained the success of these channels, and the company elected to continue on a lower scale at the higher-margin local supermarkets

Elizabeth Ryan has also served as Vice President of Ithaca Farmer's Market. She is a graduate of Cornell University.

We sold to Tops warehouse in Buffalo, which was a major undertaking in just a second year, when we really were unprepared. And then cut back and did a direct delivery to 15 supermarkets from Big Flats up to Cortland twice a week deliveries and then we sold to the P & C warehouse. We cut way back thi...(Full transcript available to logged in subscribers.).

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Elizabeth Wolf videos

Video 1 of 17 Elizabeth Wolf Discusses Startup and Development of Angel Ridge Farm
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 1 min. 39 sec.
Video 2 of 17 Elizabeth Wolf Discusses Current Product Line at Angel Ridge Farm
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 0 min. 20 sec.
Video 3 of 17 Elizabeth Wolf Shares Thoughts on Performing Market Research
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 0 min. 45 sec.
Video 4 of 17 Elizabeth Wolf Discusses Product Development
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 1 min. 3 sec.
Video 5 of 17 Elizabeth Wolf Shares Thoughts on Marketing Strategy
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 1 min. 7 sec.
Video 6 of 17 Elizabeth Wolf Shares Thoughts on Market Research
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 0 min. 34 sec.
Video 7 of 17 Elizabeth Wolf Discusses Introduction to Supermarket Selling
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 0 min. 59 sec.
Video 8 of 17 Elizabeth Wolf Discusses Packaging and Product Image
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 0 min. 47 sec.
Video 9 of 17 Elizabeth Wolf Discusses Expansion Through Supermarket Wholesale Distribution Channels
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 0 min. 42 sec.
Video 10 of 17 Elizabeth Wolf Discusses Impact of Expansion on Profit Margins
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 0 min. 56 sec.
Video 11 of 17 Elizabeth Wolf Shares Thoughts on How to Get Advice During Startup Phase
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 0 min. 39 sec.
Video 12 of 17 Elizabeth Wolf Shares Thoughts on Business Planning
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 0 min. 45 sec.
Video 13 of 17 Elizabeth Wolf Discusses How to Use a Business Plan
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 0 min. 35 sec.
Video 14 of 17 Elizabeth Wolf Discusses Challenges Posed by Low-priced Competitors
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 0 min. 39 sec.
Video 15 of 17 Elizabeth Wolf Discusses Product Price and Quality
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 0 min. 36 sec.
Video 16 of 17 Elizabeth Wolf Discusses Failed Marketing Strategies
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 0 min. 20 sec.
Video 17 of 17 Elizabeth Wolf Discusses Surprises From Customer Loyalty and Natural Disasters
  • Elizabeth Wolf - Interview - Angel Ridge Farms
  • 3/23/2001
  • Elizabeth Wolf
  • 1 min. 22 sec.