The document discusses the avocado market and opportunities for disrupting it. It notes that the global avocado market is large and growing but local European producers cannot meet demand. The Americas are the main producers, while the US and EU are the biggest importers. There is demand for avocado plantlets and sustainable avocados in Europe that is not being met. The document identifies Vegan Vera as the target customer persona and validates her characteristics and pain points through research. It finds that the main problems are sustainability issues not being noticed by consumers, limited expansion of European production due to plant supply bottlenecks, and significant food loss due to avocado perishability. It then presents ideas to address these problems through tissue culture cloning
Integrating gendered knowledge into banana breedingCGIAR
This presentation was given during a webinar on May 17, 2018. Graham Thiele (GBI/RTB), Jacqueline Ashby (Independent Consultant), Pricilla Marimo (Bioversity International) and Robooni Tumuhimbise (NARO) gave a total of three presentations. This is the first of these presentations, given by Pricilla Marimo and Robooni Tumuhimbise.
Find out more at: http://gender.cgiar.org/webinar-gender-breeding-checklist/
Integrating gendered knowledge into banana breedingCGIAR
This presentation was given during a webinar on May 17, 2018. Graham Thiele (GBI/RTB), Jacqueline Ashby (Independent Consultant), Pricilla Marimo (Bioversity International) and Robooni Tumuhimbise (NARO) gave a total of three presentations. This is the first of these presentations, given by Pricilla Marimo and Robooni Tumuhimbise.
Find out more at: http://gender.cgiar.org/webinar-gender-breeding-checklist/
Consumer Behavior Group Project - Vitamin WaterEyal Shahar
Our goal was to find out if a more healthy line of VitaminWater would be demanded.
During project we researched and presented about the product description, target audience, positioning strategy, market research plan, and market research analysis.
The presentation was shared at the recent annual meeting of the American Society for Plant Biologists, and outlines the barriers to agricultural technology adoption in developing countries and discusses the potential role of biofortification in helping people get access to more nutritious food worldwide.
This presentation was given by Alan de Brauw, Senior Researchers in the Markets Trade and Institutions Division at the International Food Policy Research Institute (IFPRI). Alan also serves as Flagship Leader of Value Chains for Enhanced Nutrition for the CGIAR Research Program on Agriculture for Nutrition and Health (A4NH). More information can be found at a4nh.cgiar.org.
This is a talk I gave as part of the "Nourishing 9 Billion" symposium at the 2014 American Society for Plant Biologists Annual Meeting in Portland, Oregon. I talked first about how major grains are actually quite available in an aggregate sense-- moreover there is plenty of unexploited capacity. A larger problem is a relative lack of availability of nutritious crops -- legumes and pulses, fruits, and vegetables, and among specific populations animal source foods. Two ideas to reduce micronutrient deficiencies, being promoted by the CGIAR program Agriculture for Nutrition and Health, are to promote nutritious crops and foods through value chains, as well as to promote micronutrient intakes through biofortification.
Targetted Breeding Applications Of CRISPR-Cas Technology For European MarketsFabio Caligaris
Presented at Plant Genomics and Gene Editing Congress: Europe. For more information visit: www.global-engage.com
CRISPR-Cas as an advanced plant breeding tool is a more efficient way to improve plants and help farmers produce more and better food, with fewer resources. The superior properties of CRISPR-Cas allows DuPont Pioneer scientists to develop innovative and sustainable seed products for growers similar to those realized through conventional plant breeding, but with even greater efficiency, accuracy and quality.
Africa imperatively needs to increase food and nutritional security to serve a growing population and reduce food importation costs (currently estimated at US$ 35 billion/year). There is considerable potential to raise agricultural productivity through the development of improved cultivars that lift yields, and respond to both local and global market demands. However, and despite decades of major investment in R4D, the impact in farmers’ field remains limited, especially for subsistence crops. Farmers still have difficulty accessing water, fertilizers and phytosanitary products, amongst others, and seed quality and distribution are a major bottleneck in most places. Even if improved germplasm with large genetic potential is available, it often lacks critical or specific local characteristics, or only performs well under optimal conditions. In the African context, some links of the crop value chain are either broken or missing, and only an integrated approach – from crop diversity to production in the field – can have a sustainable impact on agricultural productivity. Improvement toward sustainable change will include the implementation of a demand-led breeding practice, that is based on modern technologies aligned with local reality, and supported by a strong capacity development component (human and infrastructure). Stimulating entrepreneurial spirit to implement local/regional businesses at strategic points down the chain is also a must to succeed. The case for this vision builds on examples and lessons learnt from the Generation Challenge Programme and the Integrated Breeding Platform, after working in R4D, with and for African partners, for more than 15 years.
New Strategies in Communicating Biotechnology Topics to Concerned ConsumersUniversity of Florida
July 29, 2015 seminar at Monsanto Company, discussing what has been learned from teaching concepts in biotechnology to farmers, dietitians and scientists.
Its provides information about nutrition situation in India and its solution. Bio-fortification in the context of horticultural crops and its methods . Global initiatives and Future Challenges associated with bio-fortification.
Consumer Behavior Group Project - Vitamin WaterEyal Shahar
Our goal was to find out if a more healthy line of VitaminWater would be demanded.
During project we researched and presented about the product description, target audience, positioning strategy, market research plan, and market research analysis.
The presentation was shared at the recent annual meeting of the American Society for Plant Biologists, and outlines the barriers to agricultural technology adoption in developing countries and discusses the potential role of biofortification in helping people get access to more nutritious food worldwide.
This presentation was given by Alan de Brauw, Senior Researchers in the Markets Trade and Institutions Division at the International Food Policy Research Institute (IFPRI). Alan also serves as Flagship Leader of Value Chains for Enhanced Nutrition for the CGIAR Research Program on Agriculture for Nutrition and Health (A4NH). More information can be found at a4nh.cgiar.org.
This is a talk I gave as part of the "Nourishing 9 Billion" symposium at the 2014 American Society for Plant Biologists Annual Meeting in Portland, Oregon. I talked first about how major grains are actually quite available in an aggregate sense-- moreover there is plenty of unexploited capacity. A larger problem is a relative lack of availability of nutritious crops -- legumes and pulses, fruits, and vegetables, and among specific populations animal source foods. Two ideas to reduce micronutrient deficiencies, being promoted by the CGIAR program Agriculture for Nutrition and Health, are to promote nutritious crops and foods through value chains, as well as to promote micronutrient intakes through biofortification.
Targetted Breeding Applications Of CRISPR-Cas Technology For European MarketsFabio Caligaris
Presented at Plant Genomics and Gene Editing Congress: Europe. For more information visit: www.global-engage.com
CRISPR-Cas as an advanced plant breeding tool is a more efficient way to improve plants and help farmers produce more and better food, with fewer resources. The superior properties of CRISPR-Cas allows DuPont Pioneer scientists to develop innovative and sustainable seed products for growers similar to those realized through conventional plant breeding, but with even greater efficiency, accuracy and quality.
Africa imperatively needs to increase food and nutritional security to serve a growing population and reduce food importation costs (currently estimated at US$ 35 billion/year). There is considerable potential to raise agricultural productivity through the development of improved cultivars that lift yields, and respond to both local and global market demands. However, and despite decades of major investment in R4D, the impact in farmers’ field remains limited, especially for subsistence crops. Farmers still have difficulty accessing water, fertilizers and phytosanitary products, amongst others, and seed quality and distribution are a major bottleneck in most places. Even if improved germplasm with large genetic potential is available, it often lacks critical or specific local characteristics, or only performs well under optimal conditions. In the African context, some links of the crop value chain are either broken or missing, and only an integrated approach – from crop diversity to production in the field – can have a sustainable impact on agricultural productivity. Improvement toward sustainable change will include the implementation of a demand-led breeding practice, that is based on modern technologies aligned with local reality, and supported by a strong capacity development component (human and infrastructure). Stimulating entrepreneurial spirit to implement local/regional businesses at strategic points down the chain is also a must to succeed. The case for this vision builds on examples and lessons learnt from the Generation Challenge Programme and the Integrated Breeding Platform, after working in R4D, with and for African partners, for more than 15 years.
New Strategies in Communicating Biotechnology Topics to Concerned ConsumersUniversity of Florida
July 29, 2015 seminar at Monsanto Company, discussing what has been learned from teaching concepts in biotechnology to farmers, dietitians and scientists.
Its provides information about nutrition situation in India and its solution. Bio-fortification in the context of horticultural crops and its methods . Global initiatives and Future Challenges associated with bio-fortification.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Normal Labour/ Stages of Labour/ Mechanism of LabourWasim Ak
Normal labor is also termed spontaneous labor, defined as the natural physiological process through which the fetus, placenta, and membranes are expelled from the uterus through the birth canal at term (37 to 42 weeks
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
2. The Avocado Market is big and growing but local
European producers can‘t cover demand
BIG AND GROWING AVOCADO MARKET
(in Billion USD)
US AND EU BIGGEST IMPORTERS
(in Million kg, 2019)
AMERICAS ARE MAIN PRODUCERS
(in Thousand tons, 2019)
9.4
12.8
18
2015 2019 2025
1040.3
604.7
94.4
74.2 43.9
US EU Canada Japan China
4.2
94
546
662
2300
Turkey
Spain
Peru
Dom. Rep
Mexico
<< 1% of
EU demand
MARKET CUSTOMER IDEATION
Demand for Avocado plantlets
world wide per year
8,5 M plants
Lack of plants is main limiting
factor for expansion of european
Avocado production
Demand for sustainable Avocado
in Europe per year
242 M kilograms
Customer Demand for sustainably
produced Avocado not met by
market supply
SOURCES: Statista Avocado Industry Dossier 2020; Avocado costs and returns study, San Diego County (2020);
PROTOTYPE
1
3. Seasoned Sara
43 y/o
Has family with two kids, working
in HR, living in frankfurt
Energetic, loves to enjoy life,
travels a lot
organic food not priority, loves
eating guacamole at parties
Reading Robert
25 y/o
Vegan Vera
33 y/o
Computer Science Student in
Munich, a bit introverted
Enjoys books and movies,
organic food not priority
Loves avocado toast for
breakfast once in a while
Single, Berlin, working in
Marketing, upper middle-class
Vegan, healthy, caring,
sustainability important
Organic avocado is important
source of nutrition
„Vegan Vera“ selected as target customer
Validated through customer testing
Key Insights: Vegan Vera selected as target persona, because she has very high consumption of Avocado and the problem of
finding sustainable Avocado is most relevant for her.
MARKET CUSTOMER IDEATION PROTOTYPE
2
4. Lack of knowledge regarding ESG-imapct
of Avocado
Customer Journey: Frictions at purchase and ripening
• Finding variety in
recipes
• Finding and
Selecting a ripe
avocado
• Understanding
sustainability
impact
• Evaluating ripeness
of Avocado
• Reducing food loss
• Sometimes dark
marks inside
Food
Planning
Purchasing
Avocado
Making Food
Waiting
for Ripeness
PAIN POINTS
Vegan
Vera
FRICTION
SEVERITY
MILD
STRONG
Main friction points
STEPS
Key Insights: Most relevant frictions occur during purchase and while ripening. Results of these
frictions are increased food loss, and reduced customer satisfaction due.
Findings have been validated through Face-to-Face interviews and an customer survey.
39%
Want sustainable
& local Avocado
Don‘t know origin
of Avocado
but
Target Customer characteristics validated
High Avocado consumption
5-6 Avocados per month
Sustainability is important
65% find sustainable lifestyle important
Major Pain-Points validated
Lack of knowledge regarding
sustainability
Selecting a ripe avocado
73%
Validated through customer research
Face-to-Face Interviews (n=5)
Customer Survey (n=51)
SOURCES: Own research with (i) online survey with 51 participants among target customer group, and (ii) extensive face-to-face interviews with 5 participants
MARKET CUSTOMER IDEATION PROTOTYPE
3
5. Problem Definition: 3 root-cause problems
PROBLEMS
What are the key problems regarding Avocado
consumption?
Daily need of 8,5B litres to
produce Avocado world wide
leads to emptying of critical
water reserves
Profitable Avocado farming
causes deforestation of rain
forest
Most consumers don‘t know
origin of Avocado and associated
sustainability issues
More Sustainable Avocado
consumption possible in Europe
(e.g. Spain or Turkey)
Expansion of European
production limited by supply of
plants
Waiting time for Avocado plants
between 6 – 24 months
Ca. 900M € damage per year
caused by Avocado food loss in
Europe
80+ % of food loss occurs at
supermarket or at consumer
Main cause is the fruit going bad
because of contaminations (e.g.
funghi), or opening fruit too
early or too late
Sustainability issues
remain unnoticed by
consumer
1
Bottleneck of plant
supply limits
expansion of
European
production
2
Perishability creates
significant food loss1
3
1) See Apendinx for Value-Chain Analysis
SOURCES: Desk-Reserach of various studies, papers, and reports; see apendix for comprehensive list of sources
MARKET CUSTOMER IDEATION PROTOTYPE
4
6. Leapfrog plant
supply
Solution Ideation: Drive supply and demand
Build direct
relationship &
feedback-loop
A
Promote
sustainable
consumption
B
Two viable ideas developed
Tissue culture cloning The AvoApp
Increase availability of
Avocado plants
Enable scaling of
European production
Drive demand for
sustainable Avocado
Key Insights: 1) Tissue culture cloning increases availability of Avocado plants, while increasing resource efficiency
2) The AvoApp drives customer demand for sustainable Avocado by providing detailed information
MARKET CUSTOMER IDEATION PROTOTYPE
5
7. PROTOTYPE
TESTING
&
ITERATION
1
Produce plant growth
hormones
Produce plant growth
media
Prepare explant
material
Cultivation of cloned
explant
ITERATION 1 ITERATION 2 ITERATION 3
Woody plant medium w/agar at
pH 7
Murashige and Skoog Basal Medium
pH 6.1
Murashige and Skoog Basal Medium,
Agarose, Charcoal, pH 7.8
Survived for
ca. 1 week
Still alive Still alive
Product Prototype 1: Tissure Culture Cloning
6
A
Large space needed
Long propagation time
Labour intensive
Grafting
unchanged for 40 years
Old process:
Tissue Culture Cloning
Our Solution:
500x more plantlets
Less time, space, and
resources required
Elimination of viruses
and diseases
Potential for genetic
optimization
1) Most critical levers to influence are the pH-Level and the ingredients of the growth medium. These levers have been adjusted throughout the iterations to find the optimized setting.
MARKET CUSTOMER IDEATION PROTOTYPE
8. The AvoApp: Promoting sustainable consumption
Check sustainability
& country of origin
B
Manage ripeness to
reduce food loss
Track your sustainable
consumption
Educate about origin
and sustainability
Reduce food loss
through ripening timer
Track individiual
environmental impact
MARKET CUSTOMER IDEATION PROTOTYPE
7
9. Product Prototype 2: The AvoApp
Positive Feedback,
NPS of 80% (n=7)
Development &
incremental iterations1
Prototype and Testing
Features
8
Track individual
consumption
Scan QR-Code on
Avocado
Learn about
sustainability of Avo
Initial concept
validation
1) Code available on GitHub under github.com/Faj5097/AvoApp
B
Instructions to explore the protoype (find more comprehensive guide in the Technical Docu):
Download Expo Go App from the AppStore / Play Store on your phone
Log-in with the following information
Username: TheDreamers_TC21s pw: DisruptAvo21
Open „Avo App“ under recent projects
Scan one the three QR-Codes in the corners of this page
The different QR-Codes represent different Avocados from different Supermarkets
1
2
3
3
MARKET CUSTOMER IDEATION PROTOTYPE
10. The Business Model – Short Term
AvoApp
Plantlet
Cloning
Consumer
Avocado Farmers
Intermediaries
TheDreamers Business
Sell Plantlets
Consumption Tracking
as AvoApp is E2E-touchpoint
Feedback Loop
to optimize cloning process
Sell Avocados
consumption
Data
9
Innovative cloning process
w/ increased productivity
AvoApp allows direct customer access
Scaling potential through AvoBox
Potential for plantlet optimization
MARKET CUSTOMER IDEATION PROTOTYPE
11. TheDreamers: Disrupting Avocado Industry
Buket Orhun Marcus
Customer Insight
Researcher
Literature & Market
Researcher
Solution & Prototype
Designer
10
„Oh cool, that‘s really
helpful. I think I would
actually use it.“
- Julia, 28
13. Price and Ripeness main drivers of purchase
Criteria
Price
Look
Ripeness
71%
84%
49%
Customer Insights: Hypotheses validated
Lack of knowledge regarding ESG-imapct of Avocado
39% 73%
Want sustainable
& local Avocado
Don‘t know origin
pf Avocado
but
MARKET CUSTOMER IDEATION
Face-to-Face Interviews ( n=5 ) Customer Survey ( n=51)
Target Customer characteristics validated
High Avocado consumption
ca. 5-6 Avocados per month
Sustainability is important
ca. 65% state that a sustainable lifestile is
important to them
Pain-Points validated
Lack of knowledge regarding
sustainability
Selecting a ripe avocado
SOURCES: Own research with (i) online survey with 51 participants among target customer group, and (ii) extensive face-to-face interviews with 5 participants
Key Insights: 1) Target customer characteristics have been validated
2) Major Pain-Points have been validated
12
14. PRODUCTS
& SERVICES PAIN RELIEVERS
JOBS TO
BE DONE
GAINS
PAINS
GAIN CREATORS
Choose
good Avo
Store until
ripe
Decide for
recipe
Manage
environmental
impact
Transparency
about origin
Nutricious
food Good taste
Variation in
food
Expensive
price
Organic Avo
are rare
Stains inside
of Avo
Forget about
Avo when riping
Unclear ESG
impact
Good quality
Avocado
Good
availability
Nice recipes
Transparency
about origin
Clarity on
label
Ripe in
supermarket
Educational
content about
ESG impact
Recipe
apps
Calorie
counter
Social
media
Food box
deliveries
Farmers
markets
MARKET CUSTOMER IDEATION
Vegan
Vera
Vegan Vera‘s Value Canvas helps to understand customers
wants and needs further clarify problem statement
BACKUP
13
15. Our Value Proposition
14
TheDreamers offer an effortless way for
sustainable Avocado consumption
by enabling sustainable plant
production through tissue
culture cloning.
by enabling sustainable
consumption through the
AvoApp.
16. Tissue culture cloning: Leapfrog avocado production
A
MARKET CUSTOMER IDEATION
Large space needed
Long propagation time
Labour intensive
Grafting
unchanged for 40 years
In-vitro tissue
multiplication
Rooting plantlet Greenhouse
acclimatization
500x more plantlets
Less time, space, and
resources required
Elimination of viruses
and diseases
Potential for genetic
optimization
Industrializeable process for tissue culture cloning:
Old process:
15
17. The Business Model – Vision
AvoApp
Plantlet
Cloning
Consumer
Intermediaries
AvoBox
monthly Avo supply
subscription service
TheDreamers Business
16
Sell Plantlets
Consumption Tracking
Feedback Loop
Sell Avocados
Avocado
Farmers