Publications
Publications
- December 2009 (Revised October 2015)
- HBS Case Collection
Diamond Foods
By: David E. Bell and Mary Louise Shelman
Abstract
CEO Michael Mendes has transformed a grower-owned cooperative into a publicly traded top marketer of snack foods. Diamond's organization, culture, product development process, advertising and promotion strategy, and specifically its marketing department have been built "from the ground up" to address fundamental changes in retail structure and consumer behavior. Can the Diamond model be successfully applied to other food categories?
Keywords
Agribusiness; Business Model; Customer Focus and Relationships; Leadership; Marketing Strategy; Consumer Behavior; Organizational Change and Adaptation; Cooperative Ownership; Agriculture and Agribusiness Industry; Retail Industry; United States
Citation
Bell, David E., and Mary Louise Shelman. "Diamond Foods." Harvard Business School Case 510-013, December 2009. (Revised October 2015.)