SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES Narrative (Details) - USD ($)	12 Months Ended
	Jul. 31, 2019	Jul. 31, 2018
Short-term investments	$ 0	$ 7,124,000
Maximum maturity of cash equivalents	3 months	3 months
Short-term investments original maturity maximum	1 year	1 year
Inventory obsolescence reserves	$ 704,000	$ 1,136,000
Amortization of intangibles	862,000	1,017,000
Indefinite-lived trademarks	376,000	376,000
Goodwill	9,262,000	9,262,000
Goodwill impairment	0	0
Stripping costs	2,430,000	2,849,000
Pre-production overburden removal costs	0	0
Land	13,638,000	13,615,000
Mineral rights	2,165,000	2,165,000
Pre-production development costs	0	0
Prepaid royalties	1,184,000	1,167,000
Depreciation	12,468,000	11,739,000
Interest Costs Capitalized	0	176,000
Impairment of property, plant and equipment	0	0
Advertising expense	6,909,000	10,551,000
Shipping and Handling Costs	47,717,000	42,542,000
Research and development costs	3,202,000	$ 3,430,000
Operating leases, Right-of-Use Assets	9,222,000
Operating lease liabilities	$ 10,784,000
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	$ 5,415,000
Business to Business Products
Goodwill	$ 3,847,000