This teaching case describes the issues and dilemmas facing a natural beef cooperative at a turbulent moment in their industry. With a severe economic downturn, increasing cattle handling demands from their main customer and their management group in transition, Country Natural Beef is faced with decisions that will significantly impact its viability. This case is designed to highlight decisions related to overall management, sustainable marketing and supply chain management strategy, powerful retailer demands and relationships between supply chain links, new product innovations, and the changing face of the food industry.
- Country Natural Beef: A Maturing Co-op at the Crossroads
Word document | PDF - A teaching note for this case study is available from Dr. Zhaohui Wu. Please contact him directly regarding this resource: zhaohui.wu@bus.oregonstate.edu
A nine-minute companion video illustrating the history and values of Country Natural Beef can be found at https://media.oregonstate.edu/media/t/0_roc6gu7x.
