Good Earth Natural Foods, Inc.
John & Karen Gardner, Owners
Hot Springs, Arkansas

Not often does a small business owner have an entire marketing team on his side. John Gardner found himself in such a fortunate situation.

Gardner, and his wife, Karen, own Good Earth Natural Foods, Inc. Its shelves are stocked with healthful food items, vitamins and supplements. Customers who frequent the Gardners’ business know not only can they buy nutritious fare, but they can get valuable, firsthand information about their purchases. The Gardners are quick to share their knowledge concerning their products, allowing customers to select the best products to fulfill their personal health needs.

Knowing the importance of expert advice, Gardner, who had benefited from SBDC services in the past, contacted Lonnie Jackson, Center Director of the Henderson State University SBDC. The business owner wanted to discuss cash flow and marketing issues. After assisting Gardner with a historical cash flow analysis and recommending increasing the gross profit margin (GPM) to the industry average whenever possible, Jackson proposed Gardner work with Dr. Anita Williams’ graduate marketing class to develop a marketing plan for his business. Gardner liked the idea. His business became the class project, a win-win situation for parties on both sides of the assignment.

Gardner’s meeting with Jackson and his involvement with the marketing class were beneficial to the business. The Gardners have seen an increase in GPM, which they now monitor monthly, and they received new marketing ideas from a plan tailor-made for their business.

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