Natureview Farm manufactured and marketed refrigerated cup yogurt under its own brand name. It sought to grow its annual revenue from $13 million to $20 million. It offered natural yogurt products in 8oz and 32oz cups in 12 and 4 flavors respectively, distributing through natural food stores, wholesale clubs, retailers, and drug stores. To continue its growth, it was considering expanding its 8oz product line into the supermarket channel in one or two regions, as this distribution channel saw 20% annual growth in organic yogurt sales. It needed to qualitatively examine the pros and cons of this option to determine the best path forward.