Uma agricultura diferente

"Stewart and Lynda Resnick’s POM Wonderful pomegranate business in an example of acting creatively to generate more demand.
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In 1987, they bought 18,000 acres of nut orchards from Prudential Life Insurance. Among the almond and pistachio trees were 120 acres of pomegranate bushes. “I first wanted to replant this acreage with nut trees, but we decided to keep the bushes,” Stewart recalled. “Our company reports split results by crop and, after a few years, I noticed that we were consistently making more money per acre from the pomegranates than from the nuts.” (Moi ici: Estratificação dos resultados. Estar atento ao que sai fora do que seria de esperar)
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In the 1990s, pomegranates were a very minor crop in the United States, and Americans were largely unfamiliar with them. The fruit had its ancient origins in the Middle East, and many associated it with life-giving properties. In 1998, the Resnicks began to fund research on the properties of pomegranates. The researchers reported that the juice contained even more antioxidants than red wine. (Moi ici: Recordar "Breakaway brands") Further study suggested that the juice might lower blood pressure and that its concentration of flavonoids might help prevent prostate cancer. Since 1998, the Resnicks have donated more than $30 million to research into the fruit’s health benefits. The Resnicks developed a strategy of dramatically increasing the national demand for pomegranates."
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Estão a ver o padrão?
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Não digo que as PMEs agro-alimentares tenham de gastar milhões a suportar a investigação, mas defendo que aproveitem o manancial de informação científica para deixarem de vender fruta e passarem a vender saúde.
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Aproveitar ... breakaway brand