Camposol

Description

With $289 million in 2015 revenues, Camposol is a Peruvian grower, exporter, and marketer of fruits and vegetables, with a focus on the high-growth, high-margin blueberry category. Camposol aspires to become Peru's first multinational branded produce company. It already has a strong foothold in the U.S.-an important market where it is refining its branding and retail-customer strategy-and it also seeks to expand in other markets, especially China. To become a leading year-round supplier to retailers, Camposol needs to increase the product volumes it controls, likely through increased sourcing from third parties. At the same time, Camposol has evolved rapidly in recent years and is undergoing the challenges of transforming from family to professional management. This case allows students to consider Camposol's growth, branding, and marketing strategies in light of the challenges and opportunities ahead. It also invites consideration of the opportunity for Peru and other South American growers to exploit counter-seasonal export opportunities, selling into northern-hemisphere markets when prices peak.

Keywords

Branding Commercialization Distribution Family businesses Growth Marketing Marketing strategy Retail Strategy Supply chain management Trade Vertical integration