Cooking Up A Story

Season 2009 Episode 10.25.09

Added Value: Direct Marketing for Farmers and Ranchers

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Added Value: Direct Marketing for Farmers and Ranchers
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The Imperial Stock Ranch, which began in 1871, faces a new and serious challenge to its very survival: how to create new markets for its products to compensate for longstanding existing markets that have declined or shifted overseas. Some bold steps were needed to rethink what to do with the wool from the sheep they raise on their 30,000 acre ranch in Eastern Oregon. Their solution? Direct, value-added marketing to yarn retailers and apparel designers.moreless
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