Strategic Role of SMEs For Food And Ingredients in the India Pulse Innovation Platform Laurette Dube, Srivardhini Jha, and Tribhuvan Nath India Center of Excellence in Convergent Innovation Pulses for Sustainable Agriculture and Human Health Conference IFPRI, New Delhi May 31- June 1, 2016 1
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Strategic Role of SMEs For Food And Ingredients in the India Pulse Innovation Platform
Laurette Dube, Srivardhini Jha, and Tribhuvan Nath
India Center of Excellence in Convergent Innovation
Pulses for Sustainable Agriculture and Human Health Conference
IFPRI, New Delhi May 31- June 1, 2016
1
Insights from an early CI collaborator
“It is tragic that as Western capitalists we have implicitly assumed that the rich will
be served by the private sector, while governments and NGOs will protect the poor
and the environment. This implicit divide is stronger than most realize. Managers in
Multi National Corporations, public policymakers, and NGO activists all suffer from this
historical division of roles. A huge opportunity lies in breaking this code — linking the
poor and the rich across the world in a seamless market organized around the concept of sustainable growth and development.
“Collectively, we have only begun to scratch the surface of what is the biggest potential
market opportunity in the history of commerce. Those in the private sector who
commit their companies to a more inclusive capitalism have the opportunity to
prosper and share their prosperity with those who are less fortunate.”
C. K. Prahalad
2
Convergent Innovation:
Tweaking How We Build Market and Society in Both Modern and Traditional Worlds
Innovation
Health of Economy
Health of Environment
Health of People
3
Food people are willing and able
to pay for
Food people want
Food the farmer and value chain
are able and willing to produce
Food the planet can sustain
Food people and society need
Consumer Patient Citizen
Transformational innovation platform to produce, promote and consume pulse food that sustains the health of people, health of the environment, and health of the economy
Strategic Engagement by Private Enterprises
Cross-sector Collective Action
Digital Infrastructure
Outcomes For Health Of People, Planet and Economy
Technological Innovation
Social Innovation Institutional Innovation
Value chain and business models
Organizational and network forms
Financial models
Norms and other informal institutions
Policy and other formal institutions
Consumer choice/Market
architecture design
Agriculture inputs (seeds, fertilizer, farm
equipment)
Food processing/ distributing/ sensory
technologies
Nutrition and healthcare
3 CI Pillars
4 CI Enablers
Convergent Innovation (Dube et al. 2012, 2014, 2016)
Deeps Insights on Human Behavior
CI: Increasing Share of Commercially Successful Food Innovation at the CI Sweet Spot in Markets and Diets around the world
5
21st Century Demand Drivers
6 Source: Conférence de Ted Bilyea (CAPI), Growing forward in a volatile environment, Janvier 2012
Food security
Food safety
Nutritional value
Taste & Convenience
Price
Sustainability
Ethics
Organizations Engaged in Early PIP Development
Pulse Innovation Platform (PIP): An Ecosystem to Transform
One-World Convergence of Agriculture, Health, and Wealth Global PIP (Innovation and Marketing Services; Global Policy
Support)
Country 1 PIP (Local Policy
& Operational support)
Country ‘n’ PIP (Local Policy &
Operational support
……
SMEs in Country 1
SMEs in Country n
…… MNCsFood companies
Pulse-based Food Innovations
Pulse Innovation Platform (PIP)
• An open invitation forum where members network and connect to identify bottlenecks hindering innovation for farm- and food-based solutions to diet-related problems, and build capacity beyond what individual members can achieve alone.
• Launched on the occasion of the International Year of Pulse 2016.
• Convenes partners from academia, private, public, and civil society actors in farm, food, and health sectors.
• Supports pulse-based innovation in both emerging economies and industrialized countries through a consortium based initiative.
• Seeds behavioral changes and ecosystem transformation to increase supply and demand for pulse-based products and foster food innovation to address food insecurity, NCDs, and lagging productivity and economic performance in the agri-food sector.
6
Multi-Layered Platforms for Aligning Supply and Demand for Pulse Food at the CI Sweet Spot
Firms, NGOs, Industry Organizations, Research institutes, Government agencies, etc.
Public Value Creation
Homogenous Network
Public Value Creation
Heterogeneous Network
Private Value Creation
Heterogeneous Network
Private Value Creation
Homogenous Network
Platform layer
Projects and Governance
Legend: GM stands for Governance mechanism
Common Pool of CI Capacity Building and Flagship Projects
2016: International Year of Pulses
• IYP Launch Rome • IYP Launch NYC
- Luncheon at the UN Headquarters in New York City with Ambassadors and media launch with 100 media guests
• Pulse Feast – January 6 - As a way to kick off the global IYP celebrations, Global Pulse
Confederation is organizing a Global Live Stream event called Pulse Feast
• Pulse Brand User Guidelines - Global Pulse Confederation
2016
“The time has come for the nutrition community to start talking about food rather than nutrients.” – Klaus Kraemer – Sight and Life Who we are
A socially conscious food company; responsive, efficient, innovative and customer focused. MotherFood is
developing convenient, affordable, nutritious, fortified food with taste profiles that meet local dietary needs,
formats and flavor profiles.
Our Goal
Malnourished population need to be viewed as 'consumers' and their local tastes, produce, spices,
production methods and preferences need to be included in the development of nutritious solutions, as well
as recognition of the broader problems affecting their families and villages.
Our Partners
We are collaborating with nutrition experts, NGOs, chefs, food industry leaders and manufacturers, local
small-holder farmers, cooperatives, management consultants and academics on food innovation,
fortification and distribution as well as pregnant and lactating women in developing countries to optimize
our products
Motherfood International is a Flagship Initiative for Global PIP spearheaded by MCCHE
The MotherFood market-based approach
• What - Maternal and fetal malnutrition leading to maternal and infant mortality, stunting and the
intergenerational transfer of poverty and hunger
• Where – Global; concentrated in southeast Asia, Africa, South America. Rural regions in particular.
• Why - Diets lack full spectrum of essential nutrients and micronutrients, particularly iron and
folate. Current nutritional solutions are not tailored to local tastes and formats.
• Solution - Nutritious and delicious, convenient, affordable, fortified, locally flavored foods for
vulnerable populations - pregnant and lactating women and their babies in particular.
• How - Prototype products developed in North America with input from local partners and
international nutrition and flavor experts. Tested in regional field trials for acceptability. Technology and recipe transfer to be manufactured by local toll manufacturers and distributed by local women's cooperatives.
Strategy:
Nutrition:
Data:
Product
Development:
Flavors:
GO TO MARKET STRATEGY
Identify regional distributors & partners RGC Coffee, Guts Agro, Sight and Life
Nutritional guidelines McGill University / GAIN / Sight and Life / Pulse Canada
Flavor and format selection Firmenich, McGill, Sight and Life, local partners and
Finalize flavors, format and pricing Bars, porridge, instant meals etc…
Identify local toll manufacturer
Full scale production
Motherfood International is now developing and testing the following products for pregnant and lactating women:
Colombia Corn & Coconut flavored granola and soy protein bars
Ethiopia Chick peas, Barley & Sorghum Porridge
Uganda Tropical fruit & Peanut granola bar
India – Potential Products
Instant mix, specialty foods suitable for the whole family -Sweet Premixes: Barfi, Halwa semolina, Ladoo, Panjiri, Dalia, Ksheera, Sukri -Savoury instant meals: Moong dal khichdi (rice and lentils), as a full meal or starter kit. (rehydrated in boiling water in 8 to 10 minutes ) Supplemental snacks for pregnant and lactating women (savoury and sweet) - Compressed Nutrition bar - Murmure all 3 flavors (puffed rice) - Dehydrated pulses + fortified grain blends in instant single serve sachets (savoury)
Flagship-building SME Network for Addressing Mother and Child Nutrition
17
Canada
India
Ethiopia
India Pulse Innovation Platform (PIP-India) A Collective Ambition to Scale up and Bridge
Poverty Alleviation, Nutrition, Health, and Wealth Creation in Rural and Urban India through Food Convergent Innovation
Innovation
Health of Economy
Health of Environment
Health of People
18
Food people are willing and able
to pay for
Food people want
Food the farmer and value chain
are able and willing to produce
Food the planet can sustain
Food people and society need
Consumer Patient Citizen
Transformational innovation platform to produce, promote and consume pulse food that sustains the health of people, health of the environment, and health of the economy
Pulse Convergent Innovation Flagship Projects Cluster Modernize Traditional Pulses to Better Compete with Modern Western Food
• India pulse heritage scouting and characterization on CI dimensions, starting with nutrition and environment footprint
• Pulse food CI competition – Yearly national school competition (food technology,
catering, nutrition, home economics) – National SMEs competition (To be announced in coming
couple of months)
• Food convergent innovation accelerator (Niftem as CoE and Pan-India distributed hubs that build upon existing capacity for post-harvest processing and food innovation incubation)
19
CI Acceleration to Food Prototypes and Food Businesses of All Sizes: Equipping All with Worldclass Most Modern Evidence-Based Methods and
Building a Full Ecosystem to Build Supply and Demand
20
SMEs at the Core of the PIP-India Ecosystem to Bridge Community to Market, Village to City
21
Area-Level M_D PULSES+ Projects cluster Improving pulse production, value-addition, and consumption in rural india and
reinvent the traditional-modern, rural-urban transformation
• Scouting Business- , Social Entrepreneur-, NGO- and Government-led Initiatives in Targeted Areas for:
– Improving pulse family farming, post-harvest processing, supply chain logistics and value-addition/market accesss methods, quantity and quality in target rural areas
– Improving the various livelihood dimensions in the same geographies
• Identify Key Barriers and Enablers and Bring in the Relevant Portfolio of Science, Technology, Program and Infrastructure building – Seed technology to improve yield, intercropping, rainfed/irrigated area adaptation
– Infrastructure technology to improve community and regional post-harvest and food processing and better capture
– Information and other digital technologies for pulse production, market access, commercialization, delivery, as well as for scaling up communication, education and communication for all livelihood dimensions
– Human and social connection because trust is coordination mechanism at community level
• Articulate area-specific operational and business models and collaborative platforms
• Adaptive learning from targeted areas for M_D PULSES+ and broader review of disciplinary/sectoral and transdisciplinary/science and practice to examine possibilities for higher-level resolution for M_D PULSES+ and inform policy and other institutional innovation
22
The Reinventing Branding Projects Cluster
Reframing Agriculture/Nutrition/Health Education for More Behavioral Impact
23
The Reinventing Branding Projects Clusters
• Bringing behavioral insights and relevant branding methods to existing education and social communication efforts to promote pulses for behavioral change for farmers and for improving individual and family nutriton and health in rural and urban contexts (e.g., ICRSAT Smart Food and NIN’person-centered guidelines for solution to malnutrition)
• Defining guiding criteria for Smart food that can be linked to SMEs branding, assist SMEs and other business in building nutrition-health muscle in their commercial branding, and link to Smart Diet
• Developing a person-centered, food-based nutrition/health strategy for diabetes prevention and management over the lifecourses