The Renaming Woes of Australia`s Coon: Building a Culture of Acceptance?
| Case Code: MKTG440 Case Length: 13 Pages Period: 2020-2021 Pub Date: 2022 Teaching Note: Available |
Price: Rs.300 Organization : Saputo Inc. Industry : Food & Beverage Countries : Canada Themes: Branding Strategy, Marketing Strategy Marketing Communication, |
Abstract Case Intro 1 Case Intro 2 Excerpts
Coon’s Origins
In 1916, Fred Walker (Walker), an Australian entrepreneur, learned about Chicago businessman James L. Kraft’s (Kraft) processing method for cheese that halted its ripening. Walker met Kraft and acquired the Australian rights of his cheese processing method. He then entered into a partnership with Kraft to manufacture processed cheese. In May 1926, the Kraft Walker Cheese Co. (Kraft Walker) was registered and they began to make processed Kraft Cheddar Cheese at a plant in South Melbourne, Australia..
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