Stanbroke Beef’s Insights2Innovation Manager - High Valued meats strategy

Summary

The program used insights and design led thinking to develop their innovation strategy. As a result of the project Stanbroke Beef were able to improve their value adding capability resulting in the launch of six new products, a new BBQ range, updates to packaging formats for their steak range, the development of a Wagyu offer and initiation of a broader value adding strategy and capability development across the business.

Objectives

The program was designed to support the development and implementation of Stanbroke Beef’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 models.

Key findings

The business was able to achieve benefits from this project through the development and implementation of systems, a shared innovation strategy and through working closely with Operations & Sales & Marketing.

The Co-innovation resource created a dedicated role that was focused on implementing the innovation strategy. The development of systems and processors and changes in culture and capability mean that the business is now capable and ready to extend the program.

Benefits to industry

Evidence of effective implementation of Stanbroke Beef’s red meat high value growth strategies include:

• development of an innovation strategy with a specific focus on high value innovative services, products, processes, and packaging concepts
• development of a Excel spreadsheet that enables Stanbroke Beef projects and pipeline concepts to be tracked.
• monitoring of expenditure and benefits from project outcomes
• development and implementation of cultural change initiatives required across the business to deliver against innovation objectives
• the development of a network of insights and innovation service providers and other systems has helped to transform the business into one that is capable of developing high value beef products for the domestics and international markets.

MLA action

MLA has encouraged Stanbroke Beef to pilot the use MLA Category Growth Drivers to either reinforce current brand and product positioning or to highlight opportunities to capture greater value for the business.

Future research

The use of Category Growth Driver analysis combined with the Stanbroke Beef brand and marketing strategy to identify new product development and market opportunities is and area of further research.

The business will also review the feasibility and business cases for cooking capabilities either at the plant or toll processing to deliver the best possible product to the consumer.