The Weaver.(Interview)

Chief Executive (U.S.) | June 1, 2000| | Copyright

Let the stock market gyrate. The Longaberger Co., based in Newark, OH, is as far removed, figuratively, from the maelstrom as it's possible to get. The non-union, family-owned company founded in 1973 is the largest manufacturer of handmade maple baskets in the country. And, in more than one way, it's an anachronism.

In an age of e-commerce, for example, Longaberger doesn't even sell directly. Like Tupperware and Avon, it relies on 65,000 independent contractors who stage home shows, and it earns a 25 percent commission on baskets that cost an average of $50; the priciest is ...

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