Case | HBS Case Collection | February 2014

Mission Produce

by Jose B. Alvarez and Mary Shelman

Abstract

As the leading distributor of fresh avocados in the U.S., Mission Produce was at a crossroads in late 2013. Avocado consumption was booming and CEO Steve Barnard wanted to acquire additional land in Peru and develop new avocado farms to help fill a projected supply gap. Mission could also buy avocado farms in other countries, expand its international marketing efforts, invest in brand building in Asia, and/or add processed avocado products. This strategy case describes Mission's growth, entrepreneurial leadership, future opportunities, and financing alternatives.

Keywords: Agribusiness; Fresh produce; food; Peru; Vertical Integration; supply chain; Agriculture; Agribusiness; Food and Beverage Industry; Agriculture and Agribusiness Industry; United States; Peru;

Citation:

Alvarez, Jose B., and Mary Shelman. "Mission Produce." Harvard Business School Case 514-023, February 2014.