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Un-commoditizing a Commodity
StartupJournal: “Petunias may seem like a commodity, indistinguishable without their packaging, but Matt Horn, owner of Matterhorn Nursery, has figured out how to produce and merchandise plants and other garden supplies so customers drive miles out of their way to pay higher prices. Even a bag of dirt from Matterhorn is special: It contains composted kelp, shellfish shells and barnyard manure and sells for $12.98. At Wal-Mart, the same amount of humus and manure costs about $4.”
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