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Alara Agri: Fresh Cherry Production
Chris J. Piper; Jordan MitchellCase IVEY-9B09D004-EEntrepreneurship, Service and Operations Management, StrategyAlara Agri, based in Bursa, Turkey, is one of the world's foremost cherry and fig producers. The president and chief executive officer (CEO) was concerned about a recurring capacity problem at the end of the process where cherries were packed. On some of the plant's conveyor belts, piles of cherries of one size waited to be packed while other belts had too few cherries to keep workers busy, and thus delayed order fulfillment. Diverting excess che...Starting at €8.20
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Cherries With Charm: Turkey's Alara Agri
Michael R. Pearce; Jordan MitchellCase IVEY-9B09A019-EEntrepreneurship, Marketing, StrategyThe chief executive officer (CEO) and owner of Alara Agri, a major Turkish cherry and fig producer, wants to convince retailers in Belgium and Germany (and, later, other parts of Europe) to change cherries from a bulk product to a higher-end luxury product packaged in small carry bags. The move from bulk to small packages has been highly successful in the United Kingdom where retailers reduced waste and increased margins. The German and Belgian r...Starting at €8.20