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Nova Agri 2

In this case, Earl Kidston, CEO of fruit and vegetable producer, Nova Agri faced a challenge. After extensive development of a new product, blueberry juice, and just prior to product launch, Kidston’s team discovered that the last step in the production process removed much of the nutraceutical value of the juice, which along with taste was considered critical to its attractiveness in the market place. Further research revealed that a fix to this problem might take another eighteen months to achieve. As well Kidston needed to find a copacker with the capability to fix the problem.

Interviewee

Earl Kidston

Company

Industry

Business Activity

Nova Agri Inc. 

Food Processing

Agriculture, forestry, fishing and hunting

Headquarters

Canning, Canada

Size

Medium

Employees

25 to 500

Greater than $25 million

Yearly Revenue

Private Company

Type of Entity

Subject

Operations

Level of Difficulty

Medium

Enhance blueberry juice production knowledge

Teaching Objectives

Keywords

Innovation

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