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. Visit casenet.ca for more free, open access decision focused video teaching cases from Acadia University.