Yesterday, I read news in the Telegraph about the Holy Grail of the Food Industry", but is it?
For those who haven’t read the article yet, it says that a few microbiologists from the University of Minnesota discovered a new compound called Bisin that while harmless to human, kills most bacteria that triggers decomposition in fresh protein (meat, dairy, eggs) and prevents the growth of food-poisoning bacteria like the E.Coli, Salmonella and Listeria.
Despite the fact “Bisin” is really great news for the overall society health by reducing if not shedding all the incidents of food-poisoning that frequently happen everywhere around the globe I actually have to examine whether this is really the zenith of the food business.
I am going to take a devil’s advocate approach on this: If annually the world population throws away 100 billion EUR worth of uneaten food, how will a decomposing-preventing substance affect the general sales of all our products?
Give it some thought, if as a consumer you don’t have to be concerned ever again about the use-by date then it might mean a series of hassles to huge food corporations:
- The product will never spoils so it will stand on the cupboard until eaten (this can be a 100% product usage that currently a lot of organizations lack).
- If the product will never rot, then perhaps it’s a smart move to overstock as this symbolizes a major supply chain challenge for forecasting the demand.
- Using The Telegraph Xmas situation, do you imagine having that same turkey for 2 or 3 months? Perhaps this could be the collapse of the refrigerator’s industry? Forget about “Kitchen Nightmares”, forget about “throw that piece of …. It has several weeks on the fridge”.
The awesome news: Is not only that we (consumers) are going to be healthier and that some major bacteria will hopefully be eradicated, but with that amount of food stock to spare there shouldn’t be more famine episodes (either in Somalia, Africa nor the rest of the world).
My marketing approach:
- I would aim to obtain as much patented-protected substance as i can and activate a R&D project that involves both food specialists and consumers to fully grasp the results of the utilization on our product.
- Will the cheese seem the same should you remove the fungus?
- Will this Bisin react to ‘good bacteria’ (for example “probiotic”)
- If I have “fresh products” (recently made, produced or harvested) I would start right away with some freshness brand building that will probably be a differentiating component in the long run
- If I don’t have “fresh products” arguably this is the time to start seeking for line extensions.