A company that packages and distributes fruit for on-the-go lunches has established a differentiation. Its fruits are packaged in such a way that refrigeration is unnecessary, and the fruit will not wilt or discolor. The chain starts when the manufacturer purchases fresh fruit from organically grown farms. Then, the fruit is skinned and cut into convenient squares for on-the-go eating. Then, the fruit arrives at the plant for packaging and distribution to grocery stores across the country. This is an example of: