A huge opportunity Moving forward, New Trend’s goal is to continue innovative and improving, and continue growing as a result. In the short term, for example, they are investing heavily in web development. Their goal is to create a more accessible online store and make it easier for customers all over Canada to purchase their products. In the longer term, Joe’s goal is for New Trend to achieve $500 million in sales. He says he thinks about that goal daily. He also says that once they get there, he already knows what his next goal will be –$1 billion in sales. “We’re looking to purchase more locations, more equipment, and employ more people – and eventually, we’re looking to purchase our competitors,” Joe says. “I see this as being a global company at the end of the day. I don’t think there’s any reason we can’t get there. I think there’s a huge opportunity to grow.” “We know we have a great product line,” he concludes. “We know that there’s a big demand for what we do. We want to meet that demand. We want to become the Amazon of this industry.” MARCH 2023
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