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Selling but i never spent any time telling our story. and after a meeting with jeff from whole foods, he helps me understand how important it was to put the shanley farm s logo on our product line. through jeff s guidance, they came to see that the buyers and consumers would be more open to new and unfamiliar products if they were presented as part of a larger shanley farmer s brand. much like ipod and ipad are part of the apple family brands it makes scheduling a meeting easier. my rate of return on phone calls has gone up since we ve been able to establish ourselves in the produce world and built this brand of shanley farms. there was a time when business plans were virtual dissertation many page books that looked at everyspect of your company. today very few people expect that kind of presentation. but the exercise of writing a business plan can be useful ....

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