Sunkist Growers: Refreshing the Brand

  title={Sunkist Growers: Refreshing the Brand},
  author={Michael Aloysius Boland and Veronica F. Pozo and Daniel A. Sumner},
The objective of this case is to introduce students to what is possibly the most complex agricultural cooperative in the United States and learn more about the economic issues involved in citrus production globally. Students are asked to analyze a strategy built around brand loyalty with higher costs and an inability to dictate to growers what varieties are most valuable to retailers.