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Case Analysis : Food Products

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Client Profile: Established in Salem, Oregon, USA in 1935, Oregon Fruit Products (referred to as “OFP” hereafter) is a canned fruit and berry provider. OFP provides specialty canned whole fruits, 17 different aseptic purees (tailored toward brewing companies), canned purees, and bottled frozen purees. All of OFP products and processing areas are free of corn syrup, artificial dyes, major food allergens, and common sensitizing agents such as gluten. OFP is a certified organic processor that uses non-BPA-lined cans and non-GMO project certified packaging.
Canned fruit are sold in grocery stores nationwide. Portable bottled purees, otherwise known as Pourable Fruit, are sold in Oregon and Washington. Both products are sold online through …show more content…

However, rising fruit prices and health consciousness have negatively impacted canned produce sales.
OFP’s market focus is the affluent “lifestyle consumer” who enjoys socializing over food. OFP is positioned to capture individual consumers interested in incorporating fruit products in appetizers and main dishes, in addition to desserts. The market has experienced a decrease in home baking and an increase in salads, smoothies, and creative snacks like dark sweet cherry salsa. OFP fills the dark specialty fruit niche in the midst of “sea of orange” grocery store aisles packaged with lighter-colored fruits such as oranges and pineapples filled with artificial ingredients. Moreover, OFP’s carefully certified product lines speak to a rising awareness of health consciousness. OFP has an opportunity to establish itself as a leading fruit and berry provider that satiates the oftentimes conflicting concerns of both big name fermenters and individual consumers: taste, quality, and health.
Current Marketing: OFP’s website is foremost intended for consumer awareness. The website also serves as a hub for the following factors: product information, company information, customer service information, social media, and a link to OFP’s online Fruit for Brewing store. Individual webpages are dedicated to company

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