Greenyard Prework
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School
Washington State University *
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Course
491
Subject
Information Systems
Date
Feb 20, 2024
Type
docx
Pages
1
Uploaded by emmaoboy
1.
What led Greenyard to start the Suscool cauliflower project?
1.
Address waste from cauliflower crops
2.
Align with sustainability goals and use of agricultural waste
2.
What steps did Greenyard take to understand the potential commercial applications of organic waste derived from cauliflower crops? What led to the choice of cauliflower rice?
1.
Collaboration with ILVO and Flanders Food
2.
Identification of edible cauliflower hearts
3.
Choice of cauliflower rice with health trends and waste utilization
3.
The Suscool project was an open innovation project with several innovation partners. What steps did Greenyard take to successfully complete the innovation project? What role did ILVO and Flanders Food play?
1.
Collab with ILVO, farms and Baeckelandt
2.
Testing and adjusting harvesting machines
3.
Development of the cauliflower rice production process
4.
Involvement of chefs and food consultants
4.
Why did commercializing cauliflower waste lead to difficult pricing negotiations with farmers and retailers?
1.
Farmers expected increased revenue for additional cauliflower heads
2.
Greenyard argued for consideration of additional handling and development costs
3.
Retailers didn’t want to pay more for a product partially made from waste
5.
What was the role of the retailers in making cauliflower rice a commercial success? How did cauliflower rice change from its introduction by Ahold Dehaize in Belgium to the products positioning by retailers?
1.
Ahold Dehaize’s strategic launch and promotion of sustainability
2.
Shift in strategy to stay ahead of competitors, working closer with retailers for market intro and product extensions
6.
Should Greenyard continue to promote sustainability as it’s marketing strategy? If so, how should the company emphasize sustainability.
1.
Decision depends on market dynamics
2.
If sustained, work on sustainability alongside health benefits
7.
What should be Greenyard’s next steps in the commercial development of cauliflower rice?
1.
Strategic decisions on sustainability emphasis
2.
Explore direct communication with end-consumers
3.
Continued innovation for new cauliflower-derived products
4.
Consider reducing dependence on retailers for communication
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