Cosun news

06/09/2005

Innovation: stopgap or challenge?

Since 1 May 2005, HAS ’s-Hertogenbosch has had an ‘Innovation in Food’ lectorate. In combination with his post as senior food technologist at Unilever, Zwijgers is a lector at HAS Den Bosch, where he is helping to develop the ‘Education and Development Centre for Food Design’. In his inaugural speech, he discussed the importance of innovation in the food chain and the challenge facing businesses, government and educators. The new lector took us on a journey through time. After the ‘technology push’ of the 1970s, the market approach of the 1980s, and the increasing legislation and resultant investment and increasing financial risks of recent years, we have now entered a new phase. The cost of developing new technologies and products is escalating. Given the huge amount of investment involved, companies want to be sure in advance that potential buyers will also use the new product. Either…or In view of this, Zwijgers poses the question: ‘What does a company, a university, a college or an institute want to be good at? It is no longer possible to be good at everything. In the food industry, this means that companies now focus on consumer products or ingredients, but not both. It might even be the case that a product is developed and produced by third parties, while the consumer product company contributes marketing, sales and logistics. Patents (i.e. intellectual property) are steadily growing in importance. Legislation not only encourages investment but also creates new opportunities. This is reflected in the increasing number of innovations associated with the reutilisation of residuals. The days of unregulated disposal of waste materials are long gone. This drives the food industry to find new applications for residuals. New dimension WTO decisions make it increasingly difficult if not impossible for countries to protect their own products by imposing tariffs at their borders. Especially in Europe, this stimulates demand for new crops and new applications. The primary sector must take advantage of these international developments. A possible shift from bulk to specialities? The Netherlands has international agricultural knowledge. It is time for different disciplines in the total chain to join hands to give the primary sector a new dimension, stated Zwijgers. Health Consumer wishes with regard to taste, mouth-feel, appearance and nutritional values are important for the development of foods with (additional) functional properties. Consumer awareness and acceptance of this functional food are still problematic. Not for nothing are special communication departments used to provide information about aspects of nutrition. At the same time, consumers expect their voice to be heard, and social aspects of food and technology are attracting more attention in education and on the Internet. Hence the importance of consumer sciences and the interest in local circumstances. The increased emphasis on food ingredients derived from local crops rather than products that are transported over large distances is one example of this. Not only are consumers familiar with local crops but local farmers are also helped to make a living. Food safety is of major importance for consumers. The removal of trade barriers can in some cases be a positive development, but great care must still be devoted to food safety. Bridge builders The present education system produces specialists in specific segments. In practice, it is found that these segments do not always work well together, despite the fact that innovation stands and falls with close cooperation between growers, marketers and all stages in between. The ‘Innovation and Food’ lectorate will contribute to an effective innovation policy by educating people to see the whole chain and build bridges between different specialities. Zwijgers preaches for avoidance of banal talking clubs, and for openness to the younger generation, with fresh ideas and ideals. Anton Jurgens Institute Zwijgers underlines that ‘education’ must contribute to the creation of an innovative and therefore entrepreneurial climate in and beyond the Netherlands. It must switch between science and vocational practice, enter into an open dialogue with society and business, and develop programmes around innovative entrepreneurship. Expert knowledge, personal development, business skills and leadership must all be covered. HAS Den Bosch wants to encourage this by establishing the Anton Jurgens Institute. This is where entrepreneurs and directors of research, product developers, marketing, finance, operations and logistics must be educated. Entrepreneurs and entrepreneurial managers with an understanding of investigative and development work, production processes, monitoring, screening and effect research, international markets and regulations, genomics and ecology. Discussion Vision, propositions and suggestions are food for discussion. This was also the case during the forum discussion after Zwijgers’ speech. Is the primary sector necessary in the Netherlands? And: You can no longer be good at everything. Is this true? Do you have to choose either food ingredients or consumer product marketing? An interesting discussion. What do you think? Let us know. <<< back