{"id":6083,"date":"2009-11-07T16:16:45","date_gmt":"2009-11-07T21:16:45","guid":{"rendered":"https:\/\/sekn.org\/publicacion\/uncategorized\/tierra-fertil\/"},"modified":"2025-02-08T01:04:42","modified_gmt":"2025-02-08T06:04:42","slug":"tierra-fertil","status":"publish","type":"product","link":"https:\/\/sekn.org\/en\/publicacion\/cases\/tierra-fertil\/","title":{"rendered":"Tierra F\u00e9rtil"},"content":{"rendered":"<p>Hortifruti\u2019s Tierra F\u00e9rtil (<em>Fertile Land<\/em>) Program was created in Costa Rica by Enrique Uribe, founder of Corporaci\u00f3n de Supermercados Unidos \u2013 Corporaci\u00f3n de Compa\u00f1\u00edas Agroindustriales (CSU-CCA), in 1973. As the number of supermarkets grew, Tierra F\u00e9rtil raised its field operations\u2019 standards and improved its farming practices, including the introduction of a planting schedule to ensure a steady supply. Other packing and transportation changes were introduced, such as the use of plastic to replace wooden crates.<\/p>\n<p>In 1998, CSU started opening stores in Nicaragua. Unlike their Costa Rican counterparts, who largely grew vegetables, Nicaragua\u2019s farming families specialized in corn and found it hard to switch to superior quality vegetable growing. This case describes the practices and techniques used by Tierra F\u00e9rtil in these neighboring countries\u2019 different settings, enabling students to draw their own conclusions about the program\u2019s effectiveness in both Costa Rica and Nicaragua.<\/p>\n<p>CSU had recently merged with a large supermarket chain in Guatemala to seize market leadership in Central America\u2019s retailing, possibly partnering with a global industry player. Set in 2007, this case unfolds as the newly appointed Farming Head for Central America, Jorge Cordero, has to decide whether to recommend to CSU management to expand Tierra F\u00e9rtil to the other Central American countries. As a result of greater distances, differing cultures, and safety issues, the challenges ahead would prove more difficult than those faced when the Program expanded to neighboring Nicaragua. Should he decide in favor of Tierra F\u00e9rtil\u2019s further expansion, Cordero should make a strong case before CSU management, the company\u2019s Guatemalan partners, and the other parties in a potential global alliance.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hortifruti\u2019s Tierra F\u00e9rtil (Fertile Land) Program was created in Costa Rica by Enrique Uribe, founder of Corporaci\u00f3n de Supermercados Unidos \u2013 Corporaci\u00f3n de Compa\u00f1\u00edas Agroindustriales (CSU-CCA), in 1973. As the number of supermarkets grew, Tierra F\u00e9rtil raised its field operations\u2019 standards and improved its farming practices, including the introduction of a planting schedule to ensure [&hellip;]<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false},"tipo_publicacion":[30],"product_brand":[],"product_cat":[184],"product_tag":[],"class_list":{"0":"post-6083","1":"product","2":"type-product","3":"status-publish","5":"tipo_publicacion-casos","6":"product_cat-cases","8":"first","9":"instock","10":"product-type-external"},"acf":[],"_links":{"self":[{"href":"https:\/\/sekn.org\/en\/wp-json\/wp\/v2\/product\/6083","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sekn.org\/en\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/sekn.org\/en\/wp-json\/wp\/v2\/types\/product"}],"wp:attachment":[{"href":"https:\/\/sekn.org\/en\/wp-json\/wp\/v2\/media?parent=6083"}],"wp:term":[{"taxonomy":"tipo_publicacion","embeddable":true,"href":"https:\/\/sekn.org\/en\/wp-json\/wp\/v2\/tipo_publicacion?post=6083"},{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/sekn.org\/en\/wp-json\/wp\/v2\/product_brand?post=6083"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/sekn.org\/en\/wp-json\/wp\/v2\/product_cat?post=6083"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/sekn.org\/en\/wp-json\/wp\/v2\/product_tag?post=6083"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}