Case | HBS Case Collection | November 2006

Sarah Talley and Frey Farms Produce: Negotiating with Wal-Mart (A)

by James K. Sebenius and Ellen Knebel

Abstract

Describes the retailer-supplier negotiations of Frey Farms Produce in its growth from a small local produce supplier to becoming a supplier for Wal-Mart, the world's largest retailer. The (A) case sets up three negotiations led by Sarah Talley of Frey Farms Produce in order to sell produce to Wal-Mart, manage price expectations during a difficult growing season, and deal with issues of co-management. The (B) case describes strategies, tactics, and the results of these negotiations, along with broader insights from the protagonist into a general approach to retailer-supplier negotiations.

Keywords: Negotiation; Distribution Channels; Sales;

Citation:

Sebenius, James K., and Ellen Knebel. "Sarah Talley and Frey Farms Produce: Negotiating with Wal-Mart (A)." Harvard Business School Case 907-003, November 2006.