Why did the Ready brothers shift their entrepreneurial efforts from harvesting lobsters to distribution and then to expand from distribution to a direct-to-consumer business?
The Ready Brothers shifted their efforts from simply harvesting to distributing because they did not want to be stuck in the harvesting regime forever. They did not want to be like to old lobsterman of their lives with hurting backs and weathered bodies. They wanted to be out of the water. They then shifted their business to direct-to-consumer business so they could expand their consumer market. They wanted to give the personal experience that no other Lobster company was able to give.