CH 2: Strategic Planning

It’s exciting to see a small business born out of such a unique start become a success. It’s a reminder to all small business owners that success is possible, even from the most humble of starts. They started with a great idea and a passion for their product which guided them to the top. Andy and Rachel Berlinger (the founders, CEO, and head of marketing) had what at one time was probably considered a niche competitive advantage, a growing market with very little competition. Their business sprouted just around the time that the general public was becoming more aware of dietary health issues and the correlation between chemicals in food and health. As the hectic demands of daily life persisted, Amy’s Kitchen had a great starting ramp into what is known a thriving business. Now 22 years later they continue to lead the frozen health food market. They separate themselves by exceeding people’s expectations in taste and quality. This consistent attention to quality as well as an obviously sound market plan has kept them at the top of their game with still very little competition.