Evaluate Fresh Harvest’s past and current strategy planning.

What should Chelsea Skye-Rice tell Robert Skye? What should Fresh Harvest do now? Chelsea Skye-Rice, president of Fresh Harvest, is not sure what she should propose to the board of directors. Her recent strategy change isn’t working. And Don Bartley, Fresh Harvest’s only sales rep (and also a board member), is so frustrated that he refuses to continue his discouraging sales efforts. Don wants Chelsea to hire a sales force or do something.

Fresh Harvest is a long-time processor in the highly seasonal vegetable canning industry. Fresh Harvest packs and sells canned beans, peas, carrots, corn, mixed peas and carrots, and kidney beans. It sells mainly through food brokers to merchant wholesalers, supermarket chains (such as Kroger, Safeway, and Jewel), cooperatives, and other outlets, mostly in the Midwest.

Of less importance, by volume, are sales to local institutions, grocery stores, and supermarkets—and sales of dented canned goods at low prices to walk-in customers.