Diamond Foods

Authors: Bell, David E.; Shelman, Mary
Source: Harvard Business School
Year: 2009
Company Name: Diamond Foods
Number of pages: 34

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Abstract:

CEO Michael Mendes has transformed a grower-owned cooperative into a publicly traded top marketer of snack foods. Diamond's organization, culture, product development process, advertising and promotion strategy, and specifically its marketing department have been built "from the ground up" to address fundamental changes in retail structure and consumer behavior. Can the Diamond model be successfully applied to other food categories?