Acquired
Costco
Ben Gilbert
He was asked about it, and his response was, you could raise the price of a bottle of ketchup to $1.03 instead of $1, and no one would know. Raising prices just 3% would add 50% to our pre-tax income. Why not do it? It's like heroin. You do it a little bit, and you want a little more. Raising prices is the easy way.
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