(a) It has switched to organic farming. Some customers are prepared to pay more for organically-produced items, partly because organic products may be considered ‘more healthy’ and partly because customers may want to buy produce of animals that have been well-treated.
(b) It has increased the range of products that it makes and sells.
(c) It has created a brand for their product: branding can add value.
(d) It has developed a direct marketing capability, which presumably includes a potential customer database and an e-commerce facility.
(e) It has developed a direct mail gift product.