Why did Birds Eye opt to be vertically integrated producer?
One of the reasons was the undeveloped infrastructure in the frozen food market as at the time. Then, the market was in its earliest stages with the producers, merchants and retail locations moderately unsophisticated. The framework expected to help the business was not completely created. For the raw materials like peas, agriculturists required help with interests in harvesting hardware and with cultivating mastery. In the dispersion, retailers required financing help with the purchase of coolers. It thereon seemed well and good for Birds Eye to manage the whole supply chain.
Likewise, the company aimed to prevent new rivalry. Keeping charge of the whole value chain would normally