. Cranberries; : the national cranberry magazine. Cranberries. Edwin F. Lewis Edwin F. Lewis is Senior Vice- President in charge of neto production development, mar- keting arul research and de- velopment for Ocean Spray Cranberries, Inc. Prior to join- ing Ocean Spray, Mr. Lewis was associated with Young i~ Ruhi-cam, Inc., during tchich time he served as Vice-Presi- derrt and Account Supervisor. Following is part one of a two part speech delivered by Mr. Lewis on aspects of To- tal Marketing. Conclusion will be printed in the May issue. EDWIN F. LEWIS SPEAKS ON TOTAL MARKETING This presentati
. Cranberries; : the national cranberry magazine. Cranberries. Edwin F. Lewis Edwin F. Lewis is Senior Vice- President in charge of neto production development, mar- keting arul research and de- velopment for Ocean Spray Cranberries, Inc. Prior to join- ing Ocean Spray, Mr. Lewis was associated with Young i~ Ruhi-cam, Inc., during tchich time he served as Vice-Presi- derrt and Account Supervisor. Following is part one of a two part speech delivered by Mr. Lewis on aspects of To- tal Marketing. Conclusion will be printed in the May issue. EDWIN F. LEWIS SPEAKS ON TOTAL MARKETING This presentation is about new product marketing at Ocean Spray. New product acti- vity can't and doesn't exist in limbo. It is part of the total in- tegrated marketing operation for our company. Therefore, to un- derstand our new product acti- \ity, it is necessary to under- stand our total structure and complete marketing program. Ocean Spray Cranberries, Inc., is a growers' marketing co- operative. The common shares, of the corporation are owned by approximately 1,000 cran- berry growers. Ocean Spray re- quires its members to own one share of common stock for every four barrels of cranberries de- livered to the cooperati\'e based on the growers' three-year aver, age plus or minus iO%. A barrel of cranberries weighs 100 lbs. The grower-member is required to deliver all of his crop to Ocean Spray and his growing practices insofar as fertilizers, insecticides and pesticides, etc., are losely supervised by the co. operative. With that brief background, I would like to tell you what we have done at Ocean Spray in the past four years. Particu- larly, how we have expanded some old established markets and penetrated some new ones. The cranberry industry has been plaqued for years with an over-supply situation and a widely fluctuating return to growers for their raw products. There had been no stability in this Returns to grow- ers had fluctuated prior to> the present management from
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