With 22 years immersed in the food and nutrition arena, I've become intimately acquainted with its ever-changing landscape. From the tumultuous cycles of Omega 3, 6, and 9 to the intriguing journey of collagen's popularity, I've witnessed the industry's evolution firsthand.
Navigating through shifts from functional foods to the clean label movement, and witnessing the surge of interest in plant-based alternatives and the relentless pursuit of protein, I've remained deeply engaged in this dynamic field. More recently, the advent of food technology has added another layer of complexity to the mix.
Throughout this journey, I've had the privilege of encountering some of the finest ingredients and reveling in groundbreaking scientific discoveries (as a self-proclaimed science enthusiast). Yet, despite the brilliance and potential behind many innovations, I've often found myself pondering the gap between industry excitement and customer reception.
Join me as I give some of the reasons that may stop this brilliance before it even starts
I just cant eat THAT!
Food is inherently emotional; it evokes memories of cherished moments, family gatherings, and the comforts of childhood. Every bite is infused with nostalgia and warmth. But when we introduce new ingredients into this sacred equation, they must do more than just meet nutritional requirements or comply with HFSS demands. If they detract from the joy of eating, they have no place in our culinary creations.
During the development phase, it's crucial not to underestimate the significance of food applications. Understanding manufacturing processes, meticulously crafting each detail, and ensuring that every addition enhances rather than diminishes the overall experience is paramount. We must devote time and effort to guarantee that our products not only meet high standards but also contribute positively to our customers' meals. After all, in the world of food, you only have one chance to make a lasting impression.
How much?
The weekly "big shop" stands as one of the most significant expenses for the average family. No matter how revolutionary your technology may be, if it drives up the cost of groceries by even a modest 5%, your product risks being relegated to a niche market. Throughout my career, I've emphasized the concept of "cost in use" – that is, the cost per unit of product that an ingredient adds to the final offering. However, this calculation isn't as straightforward as it seems.
As an ingredient vendor, you're at the inception of the supply chain. Therefore, your considerations must extend beyond the initial cost of your product. Factors such as yield loss, shipping expenses, distributor and retailer margins, as well as promotional costs, must all be factored into your cost in use analysis. Ignoring these elements can spell trouble, as your customers – and ultimately, the market – will inevitably scrutinize these details.
I dont get it?
Let's break it down. We stumbled upon this molecule, originally discovered during the California Gold Rush in 1848. Now, it's not something entirely new, but we've uncovered a groundbreaking method of tweaking its molecular structure using a blend of organic chemistry and artificial intelligence. Essentially, we're talking about modifying the arrangement of atoms, particularly by attaching oxygen atoms to the benzene ring, which alters how the body absorbs it.
But here's the kicker: while all of this may sound impressive to us science buffs, the average consumer won't grasp the intricacies. So, let's simplify. Think of it like teaching the alphabet to a two-year-old. What's the feature? What's the advantage? What's the benefit? That's the language we need to speak if we want anyone to understand, let alone care. Otherwise, we might as well sit back and appreciate our intellectual property without any hope of it making a real impact.
Supply!
Having a groundbreaking ingredient is indeed brilliant. However, it's vital to not only focus on the invention and research but also to constantly keep an eye on scalability when engaging with customers.
To truly make an impact in the large-scale food industry, you must envision the integrated supply chain necessary to bring your ingredient to market. Consider the technology required and in what quantities, as well as the timeline for implementation. While starting with 1g samples from the lab is standard, the ultimate goal should be to scale up production significantly.
Moreover, it's essential to anticipate potential challenges in scaling, such as ensuring the reliability and efficiency of manufacturing facilities. After all, having a fantastic product is only the beginning of building a successful ingredients business.
What I have, isn’t broken.
Ingredient innovation is the lifeblood of food and nutrition companies. It drives their future development and keeps them relevant in an ever-evolving market. However, here's the catch: no matter how revolutionary your proposition may be, companies won't risk tampering with their best-selling staple products or brands unless you're solving a significant problem for them.
This problem-solving mindset is key. Whether it's addressing nutritional deficiencies, enhancing functionality, improving price competitiveness, navigating regulatory changes, or ensuring supply chain stability, your innovation must offer a clear solution that outweighs the status quo.
Always put yourself in the shoes of your customer and their end consumers. Understand their pain points, desires, and priorities. Show them why your solution isn't just a slight improvement but a game-changer that adds undeniable value to their business.
In essence, focus on why 2+2 is greater than 4. That's the mindset that will not only win you business but also make the journey enjoyable and rewarding.