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  • February 2014 (Revised August 2015)
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Mission Produce

By: Jose B. Alvarez and Mary Shelman
  • Format:Print
  • | Language:English
  • | Pages:26
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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

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. (Revised August 2015.)
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About The Author

Jose B. Alvarez

Marketing
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Related Work

    • February 2014 (Revised August 2015)
    • Faculty Research

    Mission Produce

    By: Jose B. Alvarez and Mary Shelman
Related Work
  • Mission Produce By: Jose B. Alvarez and Mary Shelman
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