FieldFresh Foods: Frozen Vegetables Business
(8 pages of text)
A joint venture company that started its operations in 2004 in India was in the business of growing, processing and marketing fresh fruits and vegetables, both in India and abroad. As new market opportunities emerged in response to the growing demand for frozen products in the domestic market, the company launched frozen vegetables in the Indian market in 2011 and successfully established the supply chain covering contract farming, processing and distributing the product. The following year, the chief executive officer (CEO) of the company was reviewing the first year’s performance of frozen vegetable business as part of the annual business plan process. The business was still small and not profitable. The CEO had to decide how to scale up and make the business profitable.
This case can be used in undergraduate and graduate courses on entrepreneurship and business strategy to illustrate the relationship between scale and profitability and to discuss the potential growth options entrepreneurial ventures may consider when developing business strategy to scale for profitability.
Agriculture, Forestry, Fishing and Hunting
India, Medium, 2012
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