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ThefourbasicstagesinthePDProcessarethesameforallfoodproductdevelopment,buttherearesignificantdifferencesintheactivities,techniquesandtimingsfornewproductdevelopmentintheprimaryproduction,industrialfoodprocessing,andfoodmanufacturingindustries.Primaryproduction’sproductdevelopmentisbasedoneitherabreedingprocessfromcultivatedvarietiesorcapturinganewspeciesfromthewild.Thedevelopmentofnewplants,animalsandfishtakesagreatdealoftimeanddependsontimesofgrowingandharvesting.Therecanbeageneralproductconceptbasedonperceivedconsumerorindustrialwantsandneeds,andontechnicalknowledgetoidentifythepossibleparentsforthenewvarieties.Butittakesgenerationstodevelopthesuitablevariants.ThisisdescribedinthefirstCaseStudyonstartinganewapplevariety.Theindustrialambienceisofafarmers’cooperativefruitprocessingandexportingenterpriseworkingwithanationalhorticulturalresearchinstitution.ThesecondCaseStudylooksatanotherfreshfruitproject,onmangoes.Thistimetheemphasisisstronglyontheconsumer,usingstatisticalandotherquantitativetechniquestobuilduptheconsumers’preferenceimage,andthentousethisconsumerimageandinformationinassessingcurrentvarieties,andmovingtowardsimprovements.Thisisintheframeworkofgovernment/universityresearch,anationalgrowers’organisationandprivateexportersandmarketers.Industrialfoodprocessing’sproductdevelopmentisverystronglyprocessing-based,bothintheingredientsupplyingandthebuyingcompanies.Foodmanufactureisusuallydirectedtowardsprovidingawidevarietyofproductsforconsumers,whichiscontinuallychanging.TherearemajordifferencesbetweentheactivitiesinthePDProcessforindustrialandconsumerproducts,asshowninFig.7.1.7Casestudies:productdevelopmentinthefoodsystemTheindustrialproduct,afoodingredient,isusuallydevelopedincollaborationwiththeprocessorsormanufacturerswhoaregoingtousetheingredientintheproductionoftheirproduct.Thesecompaniesmayprovidetheproductdesignspecificationsormayindicatesomeofthequalitiestheyneed;thereforethePDProcessishighlyconcentratedonprocessdevelopmentandthecustomerdoesthefield-testing.ThisisillustratedinthethirdCaseStudyinwhichdevelopmentofaningredient,awheyproteinisolate,sophisticatedbothinitsprocessingandinitsmarket,isdescribed.Researchiscarriedoutbyanindustry-wideresearchinstituteworkingwithauniversityandalargefarmers’cooperativedairycompanyanddairymarketingorganisation.ThefourthCaseStudyisthedevelopmentofaconsumerproduct,anewvarietyofsauces.Thedevelopmentwastoestablishanewproductplatformwithanumberofindividuallines,inalargefactoryunitofamultinationalfoodmanufacturingcompany,andtosellthesesaucesinitiallylocally,andthenforexporttomajorinternationalmarkets.Thisproductdevelopmentwastotallyprivateenterprise.Instudyingthesecasestudies,differencesinactivitiesinthefourstagesofthePDProcesscanbeseen,causedby:Fig.7.1PDactivitiesforconsumerandindustrialproducts(FromEarleandEarle,BuildingtheFutureonNewProducts,LFRALtd,2000,bypermissionofLeatherheadFoodRA,Leatherhead,UK).318Foodproductdevelopment•marketsforwhichtheproductsaredesigned;•technologyavailableandused;•timetakenforproductdevelopment;•costsofproductdevelopment;•prioritiessetbythevariouspartsofthefoodsystem.TheCaseStudiescannotbetakenastypicalofPDProcessesbecauseeachhasitsownspecialfeatures,buttheydoillustrategenericfeatures.7.1Primaryproduction:creatinganewapplevarietyWhydoesaconsumerchooseaparticularappleandbuyit,orindeedchooseanappleatallratherthanapearoraplum?Maybebecauseitlooksbrightandattractive,maybebecauseitlooksfreshandcrisp,itisavailableorcheap,oritlooksmuchthesameasitalwayshasandearlierexperiencewasfavourable.Ormaybebecause,overandabovelotsofpositiveattributes,itisnovelandcriesouttobetried.Andthenhavingboughtit,ifeatingimpressionsarefavourableanditisindeedappealingintaste,flavourandcrispness,thenthefavourableimageisretainedanditisthevarietythatgoesonbeingboughtespeciallyiftheappleisdistinctive.Sointhestrivingandseekingtosecureandgainmarketsharethereisagreatpotentialpremiumfromadesirablenewvariety.7.1.1ProductdevelopmentforanewappleTheareaforproductdevelopmentwasfirstidentifiedandthenthepossibleparentschosen.Inthenextgeneration,thereweremanyvariations,screenedontechnicalanalysisof:•productqualitiessuchassensorycharacteristics,nutritionalvalue,composi-tion,use,safety;•productionqualitiessuchasproductiondifficulties/ease,diseaseresistance,yields;•handlingqualitiessuchasdeteriorationafterharvestingandonstorage.Thecultivarsinthefirstgenerationwerescreened,andthemostsuitableforfurtherdevelopmentchosenforgrowinginthenextseason.Thisfurthergenerationgrowninthenextseasonwasagainscreened.Thistime,notonlywastheretechnicalscreeningbutalsotheproductionandmarketingexpertsselectedforsuitabilityforproductionandmarketing.Thisgrowingandscreeningtookseveralgenerationsandsignificanttime,intheorderofyears.Onreductiontoafewselections,thequalitieswererelatedtothemarketconditionsatthattime.Whileseniorpeopleinthecompanymadethefinalselections,theywereassistedandguidedbyconsumersanddistribution/retailcustomerswhoevaluatedthenewfreshproducts.Productionwasstarted,multipliedwithcommercialgr