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Egg producer initially failed to diversify (4)

Ross

I believe the answer is:

vary

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'diversify' is the definition.
(varying is a kind of diversifying)

I don't understand the rest of the clue.

Can you help me to learn more?

(Other definitions for vary that I've seen before include "Fluctuate" , "Make changes to" , "Differ, alter" , "Change according to circumstances" , "Make or become different" .)

I've seen this clue in the Sydney Morning Herald.
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