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FreshTec Revolutionizing Fresh Produce Case Solution

Solution Id Length Case Author Case Publisher
1978 1368 Words (7 Pages) Jose B. Alvarez, Ryan Johnson Harvard Business School : 511059
This solution includes: A Word File A Word File

Considering the idea that for the sake of a product, a company changed its entire outlook, went through a drastic change, and revolved around the idea of promoting a packing line, may and does sound crazy. Smart Pac was designed to keep fresh produce, especially fruit fresh and juicy for consumption. In order to do that, the company had to first see what the competitors were doing. They realized to their satisfaction that there was a lot of manhandling, which lead to loss. A loss, which if strategically maneuvered to become as asset could do the company a great deal of good.

Following questions are answered in this case study solution

  1. Summary

  2. Applying Blank’s Customer Discovery model, analyze who should be the target audiences for Fresh Tec Smart Pac technology and why?

  3. In introducing a disrupting technology, how can Fresh Tec best approach the issue of industry adoption to exploit their new packaging innovation?

  4. Employing the business model generation canvas as a framework, complete the 9 building blocks (form attached) to describe Fresh Tec & Smart Pac innovation using data from the case.

  5. Appendices

Case Analysis for FreshTec Revolutionizing Fresh Produce Case Solution

Among these factors were considered things like the produce’s disease caused by fungi and bacteria, temperature injury due to extreme weathers, post-harvest loss which was about 25% worldwide, physical injury due to water loss and soft texture. Collection and analysis of this data provided many hoops and spaced for Fresh Tech to jump right in and play hard ball.

For Craig Machado, this was a challenge because his years of expertise in the industry taught him that one option failed to be given a try was the packaging. If the packaging was good, it would bring down issues of bruising, taste, freshness, waste, spoilage and accessibility.

The special aspects of the Smart Pac included passive atmosphere. This was different from other MAP products (Modified Atmosphere Packaging) in two ways. These were that there was effective technological way to exchange heat from the box that complied with industry pressurized cooling. Secondly, it also allowed cooling of sealed contents through simple refrigerating. Smart Pac also had a natural oxidation sanitization system that cleaned and sterilized the produce while being transported. The addition of technology innovation was a driving factor in the success of Smart Pac; Figure 4.

2. Applying Blank’s Customer Discovery model, analyze who should be the target audiences for Fresh Tec Smart Pac technology and why?

According to Steven Gary Blank, the Customer Discover Model, a company should work retrospectively, instead of with a way forward. Once every point or step has been defined, a company should halt breath and then move on to creating new business strategies.

The four points to this framework are:

  1. Customer Discovery

  2. Customer Validation

  3. Customer Creation

  4. Customer Building

According to such a plan as mentioned above, once the data has been analyzed, for instance, in this case, the designing, the material and packaging of the Smart Pac were decided upon. There onwards, the market was studies for suitable candidates.

Once it was figured that Fresh Tech’s Smart Pac could not be sold locally, they decided to do more ventures in the foreign market. Where people would be first discovered as being potential customers, then through basic brand testing, they would be validated as being a probable customer. Then, through marketing strategy like the 4P’s the product would be exported and introduced into the foreign market. This would ultimately lead to the creation of the customer. Finally, once the consumer becomes a buying customer, it is important to see that the customer stays loyal and that the churn is reduce to them minimum. In fact, the work on corporate decisions leading to strategies, would eventually lead to building long-term customers. For such reason, according to the Fresh Tech’s game plan, the target market had to be countries in the developing world, where the produce would be harvested ad picked, there would be less cost for transportation and the labor would also be cheap. For such reason, Fresh Tech chose to create their markets in South Africa, Panama, South Africa, Mexico, and the Netherlands.

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