The Ice Cream Maker Who Turned Down Walmart

When Rich Graeter, the CEO of Midwest ice cream maker Graeter's Manufacting Co., was approached by Walmart for distribution of his regionally loved ice cream, the Cincinnati brand, Graeter reasoned, would die a thousand deaths under the extremely low cost requirements of Walmart. Put another way, Walmart's fixation on low prices just didn't fit with the vision for his unapologetically upscale product. "They're a fantastic retailer, they would be a great partner and we would sell plenty of ice cream with Walmart," Graeter said. "But it doesn't align with our brand." Story

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