State whether and how Free Range can manage to maintain its “eco-friendly” operations internationally.

Free Range’s roots go back to the mid-1980s, when local farms were disappearing all around the rural US.  Euell Gibbons, a Free Range executive, convinced its founder there was a business opportunity in selling organic dairy products while paying attention to environmental concerns.  Social responsibility has been at the core of the company from the start. In Gibbons’ view, making sure that the planet and its resources would continue to be available, and even flourish, for future generations to enjoy was the main goal; profits were merely the means that would help further this goal.

Free Range is willing to pay more for organic ingredients and is strongly committed to eco-friendly operations. After calculating how much energy it needs to run its plant, for instance, Free Range made an equivalent investment in environmental projects like reforestation. The company no longer puts plastic lids on its cottage cheese, saving about a million pounds of plastic a year, and its packaging carries messages about global warming, farmland protection, and genetically modified foods…In fact, its sales continue to increase by roughly 20% every year, making it a major player among U.S. cottage cheese brands. Now the company is considering going international, bringing its products and values to France, the United Kingdom, and beyond.

 

1. Make a recommendation for Free Range on how it should restructure to take its operations global

2. State whether and how Free Range can manage to maintain its “eco-friendly” operations internationally.

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