This document discusses a case study of collaborative innovation between various stakeholders to develop an eco-friendly juice packaging called the Eco-Clip. Through open communication and sharing of expertise, the packaging captured value for consumers by appearing homemade, and for retailers by promoting high-margin fresh juices. Testing of production processes was important. The outcome was 30% growth in fresh juices and awards for the innovative packaging design that strengthened all parties' businesses. The document advocates that finding value and efficient innovation requires collaboration across organizations.

1. Value Discovery and Collaborative Innovation
Value chain discovery and
collaborative innovation
The Eco-Clip case
27nd April 2005
Jef Verplaetse CEO Van Genechten Packaging
Marit van Egmond Albert Heijn Retailers (Ahold)
Mark Daggelders Head production Hoogesteger Fresh Specialist

2. Consumer

3. Value Discovery and Collaborative Innovation
Value is everywhere
 consumer
 retailer
 design agency
 packaging industry
 producer

4. Value Discovery and Collaborative Innovation
Value for the consumer
Freshly prepared fruit and vegetable juices
 healthy delicious taste
 nice colour
 convenient
 affordable
 safe (tamper evident)
 same feel as “home made”

5. Value Discovery and Collaborative Innovation
Value for the retailer
Freshly prepared fruit and vegetable juices
 fast rotation (combining excellent internal logistics
with short shelf life as competitive edge)
 efficient display
 impacting point of sale buying decision
 upper class margin
 brand protection and identity (fresh segment)
 create new segment: fresh juices (home made)

6. Value Discovery and Collaborative Innovation
Value for the design agencies
Flex Development and Future Brand
Create ‘home made’ feeling
 focus on packaging design
 value driven (eco, health, future oriented)
 fresh
 realistic (industrial design, cost)

7. Value Discovery and Collaborative Innovation
Value for the Packaging Industry
Van Genechten Packaging (Folding Boxes)
 demonstrate competencies
 find new applications (for board)
 build customer equity
 be part of growing business application

8. Value Discovery and Collaborative Innovation
Value for the producer (Hoogesteger)
Freshly prepared fruit and vegetable juices
 develop large growing customer
 need for extreme flexibility (daily production)
 develop unique and smooth process
 delight the retail customer
 low cost solution
 preventing counterfeiting
 show more of his product (fresh fruit)

9. Value Discovery and Collaborative Innovation
Base condition for the development process:
Collaborative innovation
 open mind
 positive collaborative atmosphere
 all involved parties bring in their expertise
 involving marketing psychology knowledge
 putting yourself in the position of the consumer
 permanent and direct communication
 have the decision power around the table
 efficiency
 room for common sense

10. Value Discovery and Collaborative Innovation
Communication role
Basic communication role of packaging
Telling the consumer that it is fresh
 respect for the packaging preference of the consumer
- glass = fresh clean honest
- board = natural
 communicating the desired image to consumer
 establishing brand identity
 achieving market share growth
 differentiate from the competitor
 impact In Store decision

11. Value Discovery and Collaborative Innovation
Communication role
Basic communication role of packaging
Telling the consumer that it is fresh
First thoughts

12. Value Discovery and Collaborative Innovation
Communication role
Basic communication role of packaging
Telling the consumer that it is fresh
The ‘ear’ design
 eye catching
 visual information “what’s in the bottle”
 summary of ingredients on the back
 tamper seal

13. Value Discovery and Collaborative Innovation
Communication role
Basic communication role of packaging
Telling the consumer that it is fresh
Original design compared with final design

14. Value Discovery and Collaborative Innovation
Outcome for the consumer
Freshly prepared fruit and vegetable juices
 healthy Delicious taste achieved
 appealing product - see what you get
 safe (tamper evident)
 convenient (easy access, simple message)

15. Value Discovery and Collaborative Innovation
Outcome for Albert Heijn
Freshly prepared fruit and vegetable juices
 30 % growth in fresh juice segment
 leading position in fresh juice segment
 positive shopper experience for fresh juice
 surprising and exclusive packaging design
 efficient usage of chilled display space

16. Value Discovery and Collaborative Innovation
Outcome for Hoogesteger
Freshly prepared fruit and vegetable juices
 30 % growth with Albert Heijn
 positive impact on consumer buying habits for fresh juices
 positive and different appeal for fresh juice
 difficult to copy packaging design
 faster changeover (faster than labels)
 smoother and more stable production process

17. Value Discovery and Collaborative Innovation
Outcome for Packaging industry
(VGP)
Freshly prepared fruit and vegetable juices
 new application for board.
 Pro Carton Ecma award 2004 (European Carton Makers
Association)
 creative full service concept delivering the labels and the
machine to put them on the bottles.

18. Value Discovery and Collaborative Innovation
Pictures of Product and equipment
Freshly prepared fruit and vegetable juices
 the product
 the security seal
 the machine
 putting the label on

23. Value Discovery and Collaborative Innovation
Lessons learned
 innovation also means risk taking
 combining more than one new technology enhances the
risk
• clip folding
• IR gluing
• therefore enough buffer needed
 testing in real environment (chilled rooms) necessary in
order to avoid surprises in a single day launch
 language issues to be organised beforehand

24. Value Discovery and Collaborative Innovation
Conclusion
Efficient innovation
is a matter of collaboration
 finding value is not a matter of one party
 speed is achieved through efficient communication
 power of the team members is needed to unlock the
inherent value