THE CLIENT: Seneca Foods Corporation is a food processor and distributor headquartered in Marion, New York, USA. The company primarily produces canned, frozen, and bottled produce under private label as well as national and regional brands that the company owns or licenses. Under an agreement with General Mills, the company makes products under the Green Giant and Le Sueur labels. The company also produces frozen vegetables, fruit and chip products, steel cans, and runs an air charter business. THE CLIENT’S OBJECTIVES: Because of changing demographics and the public’s shifting sensitivities toward packaging and organic choices, Seneca Foods is obsessed with remaining relevant. They learned about Ross Shafer’s book, Are You Relevant? and after several conversations with Ross, deci

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