Dye another day
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Overview
Cargill must decide whether to discontinue synthetic food dyes amid declining demand and increasing regulatory and consumer pressure. Synthetic dyes are highly profitable, but a shift to natural dyes would align with market trends and customer preferences. A second decision involves selecting a production location for natural dyes—balancing cost, risk, and market proximity.
Formats available
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Case info
Difficulty
Intermediate
Case type
Competitive response
Industry
Food and beverage
Geography
Global
Additional info
Includes charts and/or data analysis
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