The English language PDF version of this brief case if is amalgamated in a course pack will give access to an audio too. The given case discusses about the channel management issues that are persistent in the U.S food industry. Natureview Farm is a Vermont- based producer of organic yogurt, which has achieved a status of being a prominent national yogurt brand, earning $13 million in revenue with a 24% market share. It has been its unique manufacturing process and their intense focus in creating credible relationships with the dairy buyers that has allowed them to performance extra-ordinarily. However in the wake of the departure of one of its capital investors, the company is suffering from financial burden to increase the revenues $20 million by the end of the year. The vice president of marketing is at a crucial stage, while he decides whether enhancing its supermarket channel will boost its revenue growth or not.
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