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Cultural Makeover

Company looks for ways to add some color.

This story appears in the February 2000 issue of Entrepreneur. Subscribe »

If you've never heard of The Longaberger Company, you're probably not from the Midwest. But now, whether you're in Rhode Island, California or any other corner of the country, you'll probably be hearing a lot about Longaberger, as the company makes a name for itself with an expansion effort aimed at recruiting minorities.

The Newark, Ohio, manufacturer of handcrafted baskets, and distributor of American-made pottery, fabrics and wrought-iron products plans to diversify its employee and customer base. Presently, its customer base is 98 percent Caucasian and 86 percent married, bringing home an average income of $60,000 per year.

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