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STORIES in Agriculture and Life Sciences

Abstract

For Mike and Rachel Gooder "value added" has been second nature for more than 30 years. The owners of Plantpeddler in Cresco, Iowa, purchased the greenhouse just a month after Mike ('80 horticulture) graduated from Iowa State University and a few days after they exchanged wedding vows. It didn't take them long to start adding value and addressing new markets in wholesale. They added a new division to their local greenhouse, Plantpeddler Wholesale, providing weekly truck service to a regional market.

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