Kilcoy Pastoral Company’s High Value Meats Strategy and Product Innovation Manager
Kilcoy Global Foods implemented a co-innovation program that contributed to the launch of new products which were a mixture of strategic and tactical initiatives designed to meet the demands of the business and customers.
| Project start date: | 30 June 2018 |
| Project end date: | 30 December 2021 |
| Publication date: | 05 April 2022 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle |
| Relevant regions: | Southern Australia, Northern Australia, NSW, Western Australia, Victoria, South Australia, Queensland, Northern Territory, Tasmania, Eastern Australia |
|
Download Report
(0.4 MB)
|
|
Summary
The co-innovation program was designed to support the development and implementation of KPC’s red meat high value growth strategies in both the domestic and global markets to be achieved via a range of innovative products, packaging, processes and new business model concepts. The specific focus of the program was on insights and design led innovation approaches to New Product Development (NPD) and in particular high value beef exports. It is noted that in addition to the development of new high value products to meet customer demand, the program would also extend more broadly into the KPC’s business activities where opportunities to innovate red meat markets are identified.
Objectives
A range of new product and business growth activities were planned during the three-year period (but not limited to):
• market and insights intelligence and analysis in targeted high value markets
• implementation of design-led approaches for New Product Development (NPD)
• scanning exercises of new innovative product, packaging, technology and processes and business model designs
• trade shows and industry events to evaluate new innovative products
• capture, collate and analyse consumer and market trend data to provide insights to new products and packaging to meet customer demand
• insight and innovation capability and skill development
• product evaluations and testing
• study tours of key international and domestic retail and food service markets of innovative products, processes, technologies and packaging
• facilitated workshops on technologies, processes and packaging involving suppliers and technical experts.
Key findings
The key outcomes of the project that have been successfully completed include:
• the development of a high value foods strategy and supporting NPD tracker and pipeline
• identification of the need to further develop/lease/buy both technical and plant capability to match the needs of the market against the strategy and current business capability
• agreement to and undertaking of a number of key collaborative initiatives to identify potential new markets, segments and customers for new food solutions including beef product(s)
• growing the capability of the KGF sales & marketing team, who took in insights, consumer trends and market data to determine new markets, segments and products
• reviewing of information and/or contracts for packaging initiatives
• development of detailed processing specifications of various high value products in including sliced meats
• identification of the opportunity for the business to look at multi-purposing individual primals to potential upsize the value and returns and create value
• the completion of a fully functional concept/innovation kitchen.
KGF's priority is now to expand VA capability including in NPD. The opportunity exists for enhanced capability in food technology/quality control/food safety in biosecurity, integrity systems, food safety as VA diversity ramps up.
Benefits to industry
Through the use of data and insights KGF is developing an innovation strategy based on the needs of the customer. This will assist the organisation and industry to capitalize on the demand for high value beef products.
MLA action
MLA will publish this report and continue to support commercial partners to build their capability to develop and implement high value food strategies in their business.
Future research
There is extensive work happening in the background by the commercial team to build the route to market and target the right customers. This will be followed by developing the right product portfolio for each customer.
|
For more information Contact Project Manager: Garry McAlister |
