Fresh Fields Case Analysis
I. STATEMENT OF THE PROBLEM
• What must Fresh Fields do to take on the challenges that may come?
II. OBJECTIVES
• To identify the factors that led to the success of Fresh Fields
• To provide an analysis on the positive and negative factors affecting Fresh Fields in the business environment
• To recommend ways and means that can help sustain growth of Fresh Fields
III. AREAS OF CONSIDERATION
A. Fresh Fields
• It’s been described as an old-fashioned neighborhood grocery store, an organic farmer 's market, a European bakery, a New York deli, and a modern supermarket all rolled into one
• Fresh Fields was founded by a team of entrepreneurs including:
Mark Ordan – CEO and President
• 33 years old
• A former Goldman Sachs investment banker
Leo Kahn – Chairman
• 75 years old
• The founder of “Staples”, the famous office supplies store
Jack Murphy – Chief Operating Officer
• 44 years old
• A former manager of the Heartland Supermarket chain in New England
• Founded in 1991, Fresh Fields opened at least 14 stores in four states by mid 1994. More stores for opening are in the planning stages
• Not your ordinary supermarket - offers organic and conventional produce, meats, seafood, dairy products, baked goods from an in-store bakery, deli items, natural health care products and environmentally friendly household goods
• When in season, Fresh Fields’ locally grown organic produce can even cost less than produce sold at other markets
• Premium over other (non-produce) goods is approximately 5%
B. Management
• Employees are considered associates.
• Builds good relationship with consumers and buyers
• In addition to supporting and promoting health and well-being, Fresh Fields stores are also active participants in their communities. Each year they give back 5% of their after tax profits to local nonprofit organizations.
C. Suppliers
• Must use natural methods of pest management and apply the least amount of agricultural
• What must Fresh Fields do to take on the challenges that may come?
II. OBJECTIVES
• To identify the factors that led to the success of Fresh Fields
• To provide an analysis on the positive and negative factors affecting Fresh Fields in the business environment
• To recommend ways and means that can help sustain growth of Fresh Fields
III. AREAS OF CONSIDERATION
A. Fresh Fields
• It’s been described as an old-fashioned neighborhood grocery store, an organic farmer 's market, a European bakery, a New York deli, and a modern supermarket all rolled into one
• Fresh Fields was founded by a team of entrepreneurs including:
Mark Ordan – CEO and President
• 33 years old
• A former Goldman Sachs investment banker
Leo Kahn – Chairman
• 75 years old
• The founder of “Staples”, the famous office supplies store
Jack Murphy – Chief Operating Officer
• 44 years old
• A former manager of the Heartland Supermarket chain in New England
• Founded in 1991, Fresh Fields opened at least 14 stores in four states by mid 1994. More stores for opening are in the planning stages
• Not your ordinary supermarket - offers organic and conventional produce, meats, seafood, dairy products, baked goods from an in-store bakery, deli items, natural health care products and environmentally friendly household goods
• When in season, Fresh Fields’ locally grown organic produce can even cost less than produce sold at other markets
• Premium over other (non-produce) goods is approximately 5%
B. Management
• Employees are considered associates.
• Builds good relationship with consumers and buyers
• In addition to supporting and promoting health and well-being, Fresh Fields stores are also active participants in their communities. Each year they give back 5% of their after tax profits to local nonprofit organizations.
C. Suppliers
• Must use natural methods of pest management and apply the least amount of agricultural