Abstract

Grove Fresh Ltd is a major player in the UK organic juice market. The case describes the origin and growth of the company. The case also describes the product, pricing, distribution, and promotion policies of the company. It ends with a brief discussion on the challenges and future prospects for the company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To gain insights into the organic juice market in the UK
• To understand the product, pricing, distribution, and promotion policies of a company
• To analyze the opportunities and challenges in the organic juice market.

Keywords

Organic marketing, Organic juices, Premium pricing, Soil Association standards, e-retailing, Consumer shows, Supply shortage, Supermarket brands