In 2002, ConAgra Foods general manager Bruce Rohde was discussing the next steps in the process of transforming the company from a giant agribusiness value-added processor. ConAgra is the second-largest food company and the number one provider of food services in the United States after decades of growth through acquisitions, particularly of food grains and meat processing. In the 1990s, ConAgra has made significant progress in processed foods, with 86% of fiscal 2002 operating profit coming from the added value of the business. Despite its growing portfolio of branded products, images ConAgra as commodity-oriented agribusiness company maintained. Given the rapidly changing food industry and privatization of fresh meat business ConAgra, in Rohde have to create a new identity and direction for the company. "Hide
by Ray A. Goldberg, Ingrid Vargas Source: HBS 21 pages. Publication Date: November 8, 2002. Prod. #: 903412-PDF-ENG
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