Vertical integration of production agriculture into value-added niche markets: The case of wheat montana farms & bakery

摘要

This 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 rise management, market expansion, and land and machinery acquisitions.