In the Valley of the Jolly..Ho..Ho..Ho Green Giant
One of the biggest men in American business is being driven out of the country.' Nobody down in the valley does much laughing about labor costs. They're going up. And the Jolly Green Giant had to...
...Some offers have been made...
...Third, the same prosperity that beefed up demand for these exotics also beefed up harvesting costs...
...Oil and tobacco companies are anxious to get into food...
...Four years ago, for example 95% of Green Giant sales came from corn and peas...
...Now the Giant gets some 55% of his sales from such exotics as asparagus and broccoli...
...It was a typical business problem, and Forbes Magazine covered it in its typical businesslike way...
...Because its the way a busy businessman likes it -- pithy, pertinent and sound as a dollar...
...The Giant already gets one-third or his mushrooms from Formosa...
...First, Forbes found that affluence is changing American palates...
...The above was quoted entirely from an advertisement for Forbes magazine in the New York Times, February 12, 1968, page 80...
...The reen Giant has given it considerable thought...
...It is a vicious vegetarian cycle...
...But so far, according to the chief executive giant, "neither the terms nor the price has been right...
...Fourth, the Green Giant thinks he has a way out: go to the underdeveloped countries, where labor costs are also underdeveloped...
...And the Jolly Green Giant had to face the sad blue problem of meeting greater demand without pricing himself out of the market...
...And plans are afoot to start little green valleys in South Korea, Mexico and ho ho ho only knows where else...
...Second, asparagus, broccoli and the like are high labor vegetables...
...And that's just a taste of the way Forbes handles a story...
...Finally, diversification or merger...
Vol. 1 • January 1968 • No. 10
