Industrial Hemp case


In 2019, Mount Ida Tobacco Company (MITC) is in the tobacco business. As a tobacco processor for the major cigarette manufacturers, they are concerned about changing smoking habits and demographics. MITC excels at connecting with farmers, aggregating their outputs to meet the volume needs of major tobacco product manufacturers. Ms. Miranda Goodwin, director for operations is concerned about replacing the revenue from tobacco operations, just over $275M in 2018. Mount Ida Tobacco Company has tried ventures in organic vegetables and hops for the craft beer breweries. No other projects have shown the promise to scale to replace the current tobacco revenue levels.


A contemporary marketing case on Industrial Hemp. ISBN: 978-0-9882687-6-0