SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES Narrative (Details) - USD ($)	12 Months Ended
	Jul. 31, 2018	Jul. 31, 2017
Maximum maturity of cash equivalents	3 months	3 months
Short-term investments original maturity maximum	1 year	1 year
Inventory obsolescence reserves	$ 1,136,000	$ 619,000
Amortization of intangibles	1,017,000	1,228,000
Indefinite-lived trademarks	376,000	376
Goodwill	9,262,000	9,034,000
Goodwill impairment	0	0
Stripping costs	2,849,000	2,936,000
Pre-production overburden removal costs	0	0
Land	13,615,000	13,453,000
Mineral rights	2,165,000	2,165,000
Pre-production development costs	0	0
Prepaid royalties	1,167,000	1,122,000
Depreciation	11,739,000	11,544,000
Interest Costs Capitalized	176,000	80,000
Impairment of property, plant and equipment	0	0
Advertising expense	10,551,000	13,751,000
Shipping and handling costs	42,542,000	39,226,000
Research and development costs	$ 3,430,000	$ 3,215,000
Minimum
Amortization period of intangible assets (years)	10 years	10 years
Maximum
Amortization period of intangible assets (years)	20 years	20 years
Retail and Wholesale Products
Goodwill	$ 5,381,000
Business to Business Products
Goodwill	3,881,000
Compensation-Stock Compensation
Employee Service Share-based Compensation, Tax Benefit from Compensation Expense	$ 175,000
Impact on effective tax rate of adoption of ASU 2016-09	1.00%
Balance sheet reclassification of deferred taxes
Deferred Tax Assets, Net of Valuation Allowance, Current		$ 2,787,000
Reclass of certain tax effects from accumulated other comprehensive income
Tax Cuts And Jobs Act Reclassification From AOCI To RetainedEarnings	$ 2,264,000