Food Processing Industry Roundtable - Ottawa Ontario (30 mei 2016)
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Transcript of Food Processing Industry Roundtable - Ottawa Ontario (30 mei 2016)
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"... any business enterprise has two - and only these two - basic functions:
marketing and innovation"
(Drucker 1954)
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Ir. Wouter de Heij
TU-Delft Wageningen UR (ATO-DLO)
TOP b.v. & HFV b.v.board member GMV
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1. I’m a private parallel entrepreneur. I don’t work as employee for the government or at an university. I work both for large multinationals and SME’s.
2. Nobody can predict the future. Hence, don’t trust my talk about that subject Ask as many questions as you like. Let’s debate.
3. 50% of the group will dislike me; but I don’t mind. I will focus on the persons that I can inspire. If you dislike me, ask yourself : why?
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1st World War
1914-1918
2e World War 1940-1945
Millennium peak 2000
First Wave (=steam)
ends
?
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1st World War
1914-1918
2e World War 1940-1945
Crisis2035-2045
Millennium peak 2000
6th Wave peak 2030-
2035First Wave (=steam)
ends
Health (care) & VitalityFresh (convenience)Personal technology
Self medication & self-careDistributed & democretizedMicro and nanotechnology
Sustainable / EcologicCradle2Cradle
Environmental protection Nature & IT merged
EpigeneticsPersonal health monitoring
Tribe-centricLife sciences
Big-dataAbundancySmart cities3D printing
Technology assisting our lifePersonal diets & foods
Electricty based processingFocus on the senses and emotions
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• 16 M people, 400 People / km2 • Nr 2# food exporter (after USA) … but large feed-import• Nr 4# technology export (4B) … global market• 80-90% of vegetables and meat exported to EU (and Russia)• Fresh-cut (4 companies, 2500 growers): 1/3 of the market• Organic : 4-8% (but rising) • Animal Welfare system / NGO’s• FrieslandCampina (dairy, 12.000 farmers) : 10 B€• VION (5000 farmers) : 9 B€ 5 B€• R&D centres of Danone, Heinz, Unilever, FC, …• CRO’s : WUR, TNO, NIZO, TOP BV• EU 42 B€ subsidies for farmers ... ... • Do we want to feed the world? Or Europe?
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Arabic spring : prices of food increased quickly. Middle class couldn’t feed there children sufficiently.
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Food & Technology Trends 1
(All-natural) convenience will be the future. Small(er) portions
More nutrition, less kcal (high nutrient density)Fresh minimally processed for the EU and USA
Proteins and Vegetables (#softpaleo)Carbs and sugar are ‘bad’, fat & oil are needed (a bit)
High-tech food-tech will determine the future
Tasteful health, convenience and sustainable
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Naturalicious embraces today’s
health food rage by “being
prepared for the future now”
To us health is not alchemy,
health is a science : HI-TECH –
HEALTH
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Food & Technology Trends 2
Physics not ChemistryChilled, Pressure & Electricity
Processing via the ‘power plug’Minimally heated (cold processing)Cans are out – PET and Glass ‘in’
Frozen foods will become popular again
Safe but maintaining the original taste and nutrition
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Yeast extracts replacing the classical E-numbers, will consumers accept this?
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Food & Technology Trends 3
Distributed technology, Smart GridsSmall is the next ”big”.
Internet of Things (Real + digital)We do it ourselves (and together with friends)
Information about food is everywhereI only trust my friends
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From research to innovation 1/2
Development
Research
Innovation
Costs of input (hr)
Methods & procedures
Engineering
Design
Production(opex)
Sales
Market (perspective)
€
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From research to innovation 1/2
Development
Research
Innovation
Costs of input (hr)
Methods & procedures
Engineering
Design
Production(opex)
Sales
Market (perspective)
€x
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From research to innovation 2/2
Prototype
Ideas
Market
Creativity
Design /Engineering
Pilot facilities
Production(opex)
Sales / distribution channels
Market (perspective)
€Products
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Food & Technology Trends 4
Innovation based on “latent” consumer needsExperienced business developers / entrepreneurs
Start-up mentality with start-up-teams“Search” instead of “research”
Innovation ecosystem “just do it”The knowledge is free, ideas and people never
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Closed innovation Open innovation
All brilliant experts in our area do work in our companyNot all brilliant expert do work in our company. We have
to collaborate with other experts in and outside our company.
To have a profitable R&D department, we have to develop our knowledge ourselves. We also must develop new
technologies, products and sell these products ourselves.
External R&D might create added value. The interne R&D is nessecary to capture a part of this added value.
If we invent ourselfves, we may enter the market firstly. We will win if we enter the market first.
We don´t have to initiate research to have profit of this research. Having a optimal business model is more
important that entering the market first.
If our R&D investments increase, we will find the best and most ideas and we eventually become market leader.
We win if we optimally use ideas from our own organization and ideas from our outside our organization.
We must protect our intellectual property so that our competitors can´t profit from our ideas.
Others may use our IP if we can increase our business. We have to use the IP of others if this makes our business more
profitable.
Ref. Groen et.al, Innoveren, 2006
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Laboratory test Labscale system
Pilot scale0-serie
Production series
sales(R&D)
Sales of Innovative foodproducts (Industry)
15-50kE 40-200kE 100-750kE 300-3000kE 150-1500kE
Marketsurvey
Marketsurvey
1 gr - 1 kg 0.1 - 10 kg 1 - 100 kg 100 - 1000 kgSales of technology(Industry)
Product challenge testsLaboratory product
tests
Chicken and the egg problem
ResearchDevelopment
1 gr - 1 kg 10 kg - 100 kg
Food pro ducers
Equipm
e nt manu facturer s
Valley of Death #1
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Fundamental
Applied Industrial
Demonstration
25-300 kE
200-800 kE
500-5000 kE
25%
40%
65%
90%
Funding/Subsidy
Costs
2000 kE
4000 kE
Research
Development
=
Risk
Valley of Death #2
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Valley of Death #3
“1 : 7 : 70 rule”
seven hours of development is needed on every single creative hour. And ten-times more effort is needed to
become successful in business
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Suggestions for (local) governments
Practical open-innovation (pilot) centresOpen innovation program (including subsidies).Adapt “WBSO-system” from the Netherlands.
Do not invest in classical R&D centres.Focus on the “Valley of Death” (e.g. investment funds/loans)
Universities should focus on education primarilyMore food processing instead of agri/farmers
Stimulate the founding of more processing coops.Don’t forget technology/equipment suppliers
Integrate the health policy with agri-food policy
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Some suggestions for companies
Search i.s.o. researchPrototype launch as quick as possible
If R&D is (too) expensive, organise it togetherExperiment as much as possible with NT’s
Use the Food Technology trends mentioned in this presentationCannibalize yourself (“what would google do?”)
Understand the concept “Valley of Death”.
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The question thus is: who will be the next Einstein, the next Jobs or Brandson ?
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The next Einstein is probably a network (tribe) of extraordinary, creative, innovative and smart people that will see ‘the weak signals’ of hope and solution for this ordinary but rapidly changing world.
These new Einsteins …
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… will swarm together, quickly finding the best options and innovations that ...
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Conclusions after the round table (general)
1.You should be proud to have al stakeholders present at the round table.
2.Focus on the issues at the valley-of-death. Invest in more research is not the way to proceed.
3.It is not agri versus food-manufacturing. It must be vertical integrated. The agri-sector provides ‘ingredients’ food-
manufactures create value.4.What about the consumer? Latent consumer needs will
drive everybody's business.5.Promote the ‘neu combinationen’ thought (Schumpeter). What will happen if BlackBerry meets food-manufacturing?
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Conclusions after the round table (R&D)
1.10-25% of the research-budgets should be linked with Public-private projects guided by the industry.
2.10% of the budget should be allocated for business development, marketing and strategy.
3.The research institutes should transfor to service oriented organisations. Also with focus on the USA.
4.Promote the collaboration with (EU?) research institutes.5.Create a separate venture/start-up/early stage (but lean!) organisation close to the research instutures and in urban-
area’s.6.Start a Canadian research institute with specific focus on
novel technologies (including pilot’s) and focus on NPD.