Abstract
AbstractThis case considers the complex decision making required to vertically integrate forward from the production of raw agricultural commodities into value‐added niche markets. Wheat Montana Farms & Bakery evolved from a traditional wheat‐production farm business. Wheat Montana's initial experience with vertically integrated niche marketing involved the production of differentiated specialty wheats. Eventually, the company entered the specialty‐flour, bakery‐products, and food‐service industries. Future success hinges critically upon decisions regarding growth, human resource and risk management, market expansion, and land and machinery acquisitions.
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