California Management Review
California Management Review is a premier academic management journal published at UC Berkeley
by William Rosenzweig, Alastair Iles, Seren Pendleton-Knoll, and Robert Strand
This case study focuses on Birgit Cameron, senior director of Patagonia Provisions, and several of her colleagues at both Patagonia Provisions and Patagonia as they attempt to increase the scale of sustainable agriculture. The company is attempting to scale up regenerative organic agriculture in two ways. First, Patagonia Provisions is seeking ways to increase the size of its own operations to grow sales and reduce input costs. Second, the company wants to influence the broader food production system, including the practices of other companies, in order to help reverse climate change. Scaling up its own operations will help Provisions become more profitable and potentially allow it to reduce consumer prices; it will also increase the positive environmental impact of Provisions. Influencing the practices of other food companies is key to Patagonia's broader goals of repairing the food chain and reversing climate change.
Pub Date: Mar 31, 2017
Discipline: Social Enterprise
Subjects: Environmental protection, Government policy, Social issues, Consumer behavior, Market positioning, Corporate strategy, Suppliers, Growth strategy, Sustainability, Green business
Product #: B5888-PDF-ENG
Industry: Agriculture, Forestry, fishing & hunting, Apparel, Food
Geography: United States
Length: 36 page(s)
