Monopolies - you either love them or hate them - depending on your philosophy. This project for the 1997 Kellogg's Rural Leadership Programme does not attempt to justify nor to condemn their existence. Rather it attempts to explain the why where and when of their development and possible types of changes it could make to position the apple industry and its participants with a sustainable future by way of successful marketing thru the next 20 years.

The New Zealand Kellogg Rural Leaders Programme develops emerging agribusiness leaders to help shape the future of New Zealand agribusiness and rural affairs. Lincoln University has been involved with this leaders programme since 1979 when it was launched with a grant from the Kellogg Foundation, USA.