Academic journal article Journal of the International Academy for Case Studies

Koch Ranches: "Where's the Beef?!"

Academic journal article Journal of the International Academy for Case Studies

Koch Ranches: "Where's the Beef?!"

Article excerpt

INSTRUCTORS' NOTES

CASE DESCRIPTION

A wave of concern is sweeping small businesses, such as Koch Ranches (K-R), as their current customers ' age and new markets, such as the Millennials (See Appendix A), grow into their next life cycles of careers and families.

The owners of K-R, Gloria Koch Lynch, the matriarch, and her husband, Kenny Lynch, have recently learned that their children have decided to take their rightful places back at the ranch after they graduate with their degrees in Management and Veterinary Medicine.

The main product from the ranch that spreads across Frio and Medina Counties in South Texas is Angus beef. The ranch has flourished through seven generations of the Koch family and has become known for its natural, grass-fed, tender, and tasty beef.

Within the last decade, the family decided to open a country store that initially featured the fruits and vegetables grown on the ranch, but has recently started including local produce from surrounding producers.

Students will enjoy working through this case on at least two levels: (1) they enjoy tailgating and cooking outside and are truly interested in natural and organic foods, and (2) they can see themselves in the roles of the college students, Henry and John Lynch, and their parents, making decisions about what they want to do after graduation. …

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