Profile of Success: The Fruits of Wild Labor
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Matt Griffin
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Biggest initial challenge: Convincing consumers that high-quality specialty foods could be developed in America, namely on Lake Michigan. Most of the market for the kinds of products he sold thought at the time that the only good specialty foods came from Europe. Rashid faced this problem head on, offering free samples in his stores and letting the natural fruit preserves and condiments do the talking.
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Matt Griffin
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