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Case History 9202
A new international company commercializes a unique packaging technology.
A joint venture was established by North American and European firms wishing to combine technologies and develop the next generation of Modified Atmosphere Packaging (MAP) for the global produce industry.
Problem
Earlier generations of MAP processes had mixed results in
the market and required new and different packing procedures
versus standard produce packing. Consequently, acceptance
had been low and a substantial barrier to trial needed to be
overcome.
Solution
To develop a commercially viable system, it was first
necessary to concurrently probe the performance, financial
parameters and logistics of the packaging system needs of
growers, distributors and retailers. An international Summit
was convened, with panelists from North American and
European produce, distribution and retail/supermarket
industries.
Outcome
The results of the Summit and follow-up interviews clearly
identified the market opening and need. Engineering and
marketing leaders from the two parent firms were then able
to redesign and refocus the development and marketing
direction into areas of high multinational opportunity.
Results
1. Commercial systems were licensed to major growers in the
United States and southern Europe, and produce began
shipping to supermarkets (two of which were also Summit
panelists) at the start of the next harvest.
2. The joint venture has prospered and been able to secure substantial additional funding from the parent organizations as well as from outside investors.
