SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES Narrative (Details) - USD ($)	12 Months Ended
	Jul. 31, 2020	Jul. 31, 2019	Aug. 02, 2019
Maximum maturity of cash equivalents	3 months	3 months
Short-term investments original maturity maximum	1 year
Inventory obsolescence reserves	$ 926,000	$ 704,000
Amortization of intangibles	804,000	862,000
Indefinite-lived trademarks	376,000	376,000
Goodwill	9,262,000	9,262,000
Goodwill impairment	0	0
Stripping costs	1,722,000	2,430,000
Pre-production overburden removal costs	316,000	0
Land	13,570,000	13,638,000
Mineral rights	2,165,000	2,165,000
Pre-production development costs	535,000	0
Prepaid royalties	1,232,000	1,184,000
Depreciation	13,119,000	12,468,000
Interest Costs Capitalized	0	0
Impairment of property, plant and equipment	0	0
CARES Act, Current Payroll Tax Deferral	864,000
CARES Act, Future Payroll Tax Deferral	2,100,000
Advertising expense	9,674,000	6,909,000
Shipping and Handling Costs	39,865,000	47,717,000
Research and development costs	2,765,000	3,202,000
Other Operating Income	13,000,000
Operating leases, Right-of-Use Assets	9,816,000	$ 0	$ 9,348,000
Operating lease liabilities	$ 11,305,000		$ 10,910,000
Minimum
Amortization period of intangible assets (years)	4 years
Maximum
Amortization period of intangible assets (years)	20 years
Retail and Wholesale Products
Goodwill	$ 5,489,000
Business to Business Products
Goodwill	$ 3,773,000