I read this article back in the spring and thought it was a fascinating summary of a business that without the dawn of e-commerce would likely not survive in today's world. The beauty of e-commerce however, is the ability to have limited overhead while servicing the "Long Tail" as we've discussed in class.
What's also interesting about this article is that in support of relaunching the company's online presence, they spent a considerable amount at the time ($3/day). While the article doesn't go as far to outline where ads were placed - I'd be interested to know how to properly target the "nuts" demo on the web. Either way, it seems this was critical to growing awareness and building a customer base.
The final push into world nut domination was unplanned publicity from a CBS show called Jericho. Great free press for a Long Tail business.
http://www.nytimes.com/2012/04/19/business/smallbusiness/forsaking-investment-banking-to-turn-around-a-family-business.html
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