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> Greenyard Frozen: Developing Cauliflower Rice as an Open Innovation Project for Sustainability

商品編號: W20250
出版日期: 2020/04/06
作者姓名:
Vanhaverbeke, Wim
商品類別: Other
商品規格: 8p

再版日期:
地域: Belgium
產業: Agriculture, forestry, fishing & hunting
個案年度: 2019 -  

 


商品敘述:

On March 14, 2019, the convenience business unit manager of Greenyard Frozen was in his Roeselare, Belgium office preparing for a management meeting that would discuss current challenges facing the company. Greenyard Frozen had to decide on the market positioning of its cauliflower rice and how to promote the new product. The project, which was a great example of co-operation in the value chain and of open innovation for sustainability, had resulted from the unique collaboration of several key contributors: Greenyard Frozen, two cauliflower growers, a machine builder, the agricultural research group Instituut voor Landbouw-, Visserij- en Voedingsonderzoek, and the Flanders'' Food platform. Greenyard Frozen had to decide whether to emphasize the product''s sustainability benefits or simply position the cauliflower rice as a healthy, low-carbohydrate alternative to rice or other food products. What steps could the company take to remain ahead of its competitors, who were innovating at a relentless pace? Wim Vanhaverbeke is affiliated with Hasselt University.


涵蓋領域:

Open innovation;Sustainability;Value chains


相關資料:

Case Teaching Note, (W20251), 9p, by Wim Vanhaverbeke