How and why DANISH SM'E'S have to apply disruptive innovation
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How and why Danish sme's in the up-market food sector have to innovate through disruptive innovation - Need is the first and best motivation. Chances are that small specialty companies knowing their products inside out - will come up with inherent solutions for new markets - not demanded by existing customers.
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How and why DANISH SM'E'S have to apply disruptive innovation
- 1. HOW DISRUPTIVE FOOD INNOVATION opens up new market possibilites for Danish SME’s in today’s challenging markets GREEN GOURMET
- 2. DISRUPTIVE FOOD INNOVATION Sustainable innovations are those which mainstream customers demand The innovations which do not satisfy current customers are regarded as DISTUPTIVE
- 3. VENDSYSSELSKE GRØNLANGKÅL Classic traditional Danish GeeenKale serving - October/November and December
- 4. SUSTAINABLE INNOVATION - OR CUSTOMERDRIVEN
- 5. FOOD INNOVATION ? NO rather ADAPTION to existing market… More of the same in another way….
- 6. INHERENT PRODUCT QUALITIES GreenKale a SUPERFOOD with Natural vitamins, minerals and nutrients: Vitamins: A | B1(thiamin) | B2(ribloflavin) | B3 (niacin) | B6 (folate, folic acid | C and K1 Calcium | Magnesium | Phosphorus | Manganese | Iron | Potassium | Copper Inherent nutritional qualities and contents of the green-kale have through recent 20 years been studied – and our goal was to make these qualities available for everybody in an accessible way
- 7. Disruptive innovation is called for to give this super food a new market value, inherent in the product - but of NO specific OR RECOGNIZED value to existing traditional customers - is to be explored in the market.
- 8. Spicy-tart kale limenade Balanced Green Kale Concentrated pure natural GreenKale Juice - for an energy booster early morning
- 9. Iced GreenKale, fresh, i.q.f. leaves, 50 g … for salads, soups, addition to rice, nudles, potatoes, mix veggie. … for bakery, for pizzatopping, minced meat mixes, sauces, pesto
Editor's Notes
- The Danish food production companies are caracterized in being small and middlesized enterprises. Typically family owned for 1-2 generations Experts in their product and the inherent qualities of same They take great pride in their produce. The marketplace for specialty products gets extremely tough. SME’s have limited financial ressources for product and market development So the name of the day is to search for new ways or a miracle within the established market.
- The disruptive innovation has lower performance according to what mainstream customers want Other performance attributes (smaller, simpler, etc) which are not valued by current customers that makes it prosper in A NEW VALUE NETWORK So the Danish Food SME’s are kept captive by the most profitable customers – who impose great influence on the allocation of ressources within the production companies
- Established 1983 by the Sorensen family Product specialty: Precooked GreenKale in portions of 100 g – frozen, ready-to-heat-and-eat. Traditionally eaten in winter – and for X-mas with pork meat – cooked or sausages with beer and schnaps (akvavit) The Sorensen’s became experts in GreenKale - and market leader in Denmark with a niche product. Many ways have been studied to increase sales of existing and new receipes.e
- No fat – no salt added Elegant receipes aimed at younger single families. Receipes with fish, with vegetables, with pouttry – or all alone has been developed Market area was extended to Germany – still customerdriven – more pressure on the same machinery and the same seasonal demands
- In order to innovate you must look at the product and the today’s and future market place – and first of all for other applications for customers/use that are not in yr today’s circles. The privately owned sme’s know their product and its qualities – and must dig deeper … so they did at Vendsysselske Grønlangkål, because they had to.
- Health Benefits of Kale: Increased Protection from Bacterial and Viral Infections Increased Immune Function Reduced Cancer Risk Reduced Risk of Colon Cancer Protection Against Heart Disease Regulation of Blood Sugar and Insulin Dependence Slowing the progression of AIDS Slowing Aging DNA Repair and Protection Alleviation of Cardiovascular Disease Alleviation of Hypertension (High Blood Pressure) Alzheimer's Protection Osteoporosis Protection Stroke Prevention Reduced Risk of Type II Diabetes Reduced Frequency of Migraine Headaches Alleviation of Premenstrual Syndrome (PMS) Antioxidant Protection Prevention of Epileptic Seizures Prevention of Alopecia (Spot Baldness) Like other cruciferous vegetables, the antioxidants and phytonutrients in kale help to fight and prevent cancer.*Some of these health benefits are due to the nutrients highly concentrated in Kale, and may not necessarily be related to Kale. Read more at http://www.healthaliciousness.com/vegetables/kale.phpabout:Tabs#bUmEEM7hZlhdxK6R.99
- Challenge is to serve GreenKale in natural form for the people to benefit from functional food qualities – as daily energy booster – as combattant of diabetes – osteroporosis – cartharisis as phrophylactic use In the health sector In the kindergarden – schools - children Sporting world – both active and inactive Daily diet – morning routine Pleasure
- Billede 1: Assertive kale juice can overpower other flavors, but this refreshing and approachable kale juice blend balances and tames the deep green flavor with fresh apple juice and soothing coconut water. A blast of ginger makes it spicy, and fresh lime keeps it lively. Billede 2: Ever notice how elusive balance can seem in the world these days? Work weeks are either four hours or 80 hours. Athletic activities are either video games or ultramarathons. Beverages are either big gulps or week-long juice cleanses. Sometimes I think pop culture confuses balance with mediocrity and consequently steers clear of both. Drink a glass of this juice in the morning, and even if everything else is 80 hours of work and a supersize fries, you'll always have a bit of balance in your day.
- New ways of use – in modern single person housholds with no time or interest for cooking . New ways of use for restaurants and the horeca sector as drinks – salads soups additive – baked in bread
- At Green Gourmet we have joined forces – to market the ingeneous Disruptive Food Innovations that appear every day in the sme’s of our group. Producers that love and know their current products INSIDE OUT and as such most likely to come up with real valuable innovations for future markets.