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- December 2013 (Revised July 2015)
- Case
VP Group: Vegpro Grows Beyond Kenya
By: Jose Alvarez and Natalie Kindred
In 2013, Kenyan horticulture producer and exporter VP Group is weighing potential expansion opportunities against the growing risks in its production and export markets. With $121 million in 2012 revenues, VP Group has grown rapidly in recent years by expanding its...
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Keywords:
James Cartwright;
Bharat Patel;
Umang Patel;
Vegpro;
VP Group;
Kenya;
Nairobi;
Africa;
Vegetables;
Flowers;
Marks ＆ Spencer;
Sainsbury's;
Horticulture;
Sugar;
Growth;
Diversification;
Freighting;
Agribusiness;
Plant-Based Agribusiness;
Trade;
Marketing;
Marketing Strategy;
Vertical Integration;
Supply Chain;
Employees;
Growth and Development Strategy;
Agriculture and Agribusiness Industry;
Shipping Industry;
Kenya;
Nairobi;
Africa;
United Kingdom;
Europe;
Ethiopia;
Ghana
- May 2008
- Teaching Note
Vegpro Group: Growing in Harmony (TN)
By: David E. Bell and Mary L. Shelman
Teaching Note for [508-001].
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- December 2007 (Revised February 2017)
- Case
Vegpro Group: Growing in Harmony
By: David E. Bell, Brian Milder and Mary Shelman
Vegpro, a horticulture company, is Kenya's largest exporter of fresh vegetables and flowers to top supermarkets in the U.K. and Europe. In 2007, Vegpro's business is threatened by growing consumer concern about the environmental impact of food production and transport,...
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