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From the time they purchased the company, Addison and Rathle's immediately saw the opportunity to expand their business by marketing to area supermarkets and restaurants. Addison and Rathle adapted to their environment by recognizing the new location of their business would provide them with the ability to expand production but would not support retail sales. This provided the impetus for them to transition to the value-added seafood industry.
Addison and Rathle also responded to adversity when acquired businesses failed affecting their profitability and their customer demand dwindled due to imposed recalls...
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