Silicon Valley-based Mattson Chief Innovation Officer Barb Stuckey has over 44 years of experience developing specialty food products. The firm, specializing in research and development, has helped companies understand different aspects of getting a product from concept to market. During SFA's Maker Prep webinar this Thursday, September 29, Stuckey will present the session, “Best Practices For Developing a Successful Specialty Food Product From the Country's Most Successful R&D Firm.”
SFA News Daily recently spoke with Stuckey.
What are some concepts that specialty makers need to know to begin developing new products?
The most important element in building a successful food or beverage business is identifying a consumer want or need. If the marketplace doesn't want or need your product, no one is going to buy it over the vast sea of choices available to them. It's also important to be able to articulate that want or need clearly, which will help drive your branding, packaging, marketing, and retailer pitch.
Do you notice any mistakes specialty food makers often make when innovating a product?
Food and beverage founders often see a trend emerging and jump into the market to take advantage of this, which makes total sense. One mistake they can make is to create something so similar to what's on the market that it ends up being difficult to stand out. We recommend identifying unique points of difference from the competitive set and building them into everything from your supply chain to product packaging and marketing. Unique products get noticed.
What is the most difficult part of the process, from concept to market?
It's quite easy to create a product in your home kitchen or hire a chef to create something delicious. However, it's often difficult, if not impossible, to scale those culinary models. We help clients build their products for scale from the ground up. When you work with someone who has successfully scaled and commercialized thousands of products, yours is also likely to scale well. If not, the cost of manufacturing trials to get it right can be prohibitive.
What advice would you give a specialty food maker beginning their R&D journey?
Make sure you are capitalized well and have unlimited patience. Getting to market will inevitably take twice as much money, and twice as long as you think. Hire good, experienced partners to help you speed the learning curve and potential for success.
What is one takeaway you would like specialty food makers to leave your education session with?
Taking the time to learn, plan, and strategize upfront will help you avoid having to redo things later in the process. Measure twice, cut once!
Related: Now Available: Entering the Foodservice Channel Tip Sheet; Specialty Makers Share Strategies for Enduring Economic Struggles