Ocean Spray Case Study

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(b) 1.AN IMPACT OF CONCERN ABOUT THE ENVIRONMENT ON THE ECONOMICS OF OCEANSPRAY BUSINESS

OceanSpray Cranberries Inc is the world’s leading grower owned corporative that harvests and exports of cranberry and grape fruit along with its bye-products in the form of juice, sauce, etc throughout the globe. Founded in 1912, at South Hanson, Ocean Spray Cranberries has managed to keep its brand name as the world leader in food products till date. It is only because of the various strategies it has adopted at different periods when encountered with a difficulty. In Cranberry Industry as described by Jeff Kapell as “growing cranberries is not just a business, but a way of life –there was a sense of commitment to the land that went beyond making a
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3. OPPORTUNI TIES FOR EXPANSION OF CANBERRY BOG

Cranberry Bogs had been developed on natural wetland areas. The bogs were formed around the margin of streams and ponds. Cranberries were one component of ecosystem. The commercial cultivation of the cranberry altered to the ecological diversity of the bog. The functional value of wetlands were recognized by environmental activists including physical and hydrologic properties such as flood protection, ground water recharge and erosion control, biological and biochemical functions and nutrient provision. Cranberry cultivation posed for developing wetland regulations. The cranberry was a native wetland plant. The impacts of cranberry production on the aesthetic and the intrinsic value of the wetland functions related to water quality and biodiversity. The studies undertaken by the growers and the Ocean Spray suggested that the cranberry bog was low in diversity. The cranberry growers protected large areas of land from urbanization. Cranberry Bog were the heart of a unique growing system that included wetlands, uplands, ditches, flumes, ponds and reservoirs. There were four acres of support land for every acre of cranberry bog. The entire Cranberry wetland system provided a diversity of habitat for many rare animal and plant species. Hence the government restricted the usage of bogs which were of high value to the environment. However, Cranberries had their best
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